Monday, April 21, 2014

Porn advertising: You should really think about it.

My latest career move brought me to TrafficJunky, MindGeek's advertising network.
For those of you who do not know who MindGeek is: it is the leader of online adult entertainment.
The company owns the biggest "tube sites" out ther (Youporn, Pornhub, Redtube, just to name a few). Until recently, all advertisers on the TrafficJunky netword were either from the industry itself or from related industries such as online dating companies.
For the last months we have noticed a slight (but apparently ongoing) change: Several mainstream advertisers signed up to our self serve advertising platform.
Why are they giving porn a try? Because it's cheap and less competitive than mainstream networks.
Why are they returning? Because it works and the cheap CPM grants a massive ROI.

One thing with online marketing: it is no longer a matter of branding, it's a matter of reaching out to your potential customers.
Did P&G refuse to advertise the winter Olympic games because they were held in a country with questionable respect for the human rights? You bet not!

Then, what do most of your customers and potential customers have in common? They watch porn from time to time.

Among TrafficJunky's recent mainstream clients were the guys at Eat24.
Here's a quick (safe for work) presentation that showcases their approach and their results:



As it appears, they had better results and better ROI on our network than in most mainstream equivalents.

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