How to Advertise on a Porn Website
September 12, 2013 7:37 AM   Subscribe

How to Advertise on a Porn Website. Startup Eat24 explains how they advertise on porn sites and the advantages in doing so.
posted by chunking express (28 comments total) 14 users marked this as a favorite


 
Maybe NSFW and there is a fair amount of bad puns and cheesy jokes.
posted by chunking express at 7:40 AM on September 12, 2013


Sex and food do go together, after all. So I can see how a food delivery ad would work.

I'm a tool bit manufacturer, I wonder if I can make this work for me... *drill puns commence*
posted by kinnakeet at 7:42 AM on September 12, 2013 [1 favorite]


I'm a tool bit manufacturer . . .

Have an inadequate tool? CLICK HERE!
posted by Ickster at 7:45 AM on September 12, 2013 [1 favorite]


EAT24 FOUND ONE WEIRD TRICK THAT WILL MAKE EVERY RESTAURANT WANT TO FEED YOU
posted by burnmp3s at 7:45 AM on September 12, 2013 [18 favorites]


A quick analysis of our customer support chat logs revealed that most people who came to Eat24 after clicking this ad were expecting to find a blow-up doll delivery service.

I don't... what? So, in this scenario, the implication is that not only were there people who looking for a blow-up doll delivery service, but that they were so excited by the prospect that finding out they could only order a sandwich enraged them enough to complain to customer service? I both want and don't want to see those chat logs.
posted by Panjandrum at 7:53 AM on September 12, 2013 [9 favorites]


Interesting read... thanks for posting it.
posted by ph00dz at 7:55 AM on September 12, 2013 [1 favorite]


A great post, though I'm not so sure about the food by city infographic. Here in Seattle, my Eat24 choices are about 80% Pad Thai, which to me says more about Seattle than about porn.
posted by Apropos of Something at 7:56 AM on September 12, 2013


I feel like the My Brother My Brother And Me/Extreme Restraints partnership has sort of perfected this from the other direction.
posted by kmz at 7:56 AM on September 12, 2013


I guess they need to hire a statistician with their new found wealth.
posted by chunking express at 7:56 AM on September 12, 2013


HTTP ERROR 406: Monkey Not Permitted
posted by exogenous at 7:59 AM on September 12, 2013 [1 favorite]


This is very cool. My nitpicks:

1) There are very few useful numbers for making a comparison in this whole page. There are references to the usage patterns for different cities, there's the excellent point (though not backed up with citations) that porn advertising is cheaper. But the only actual meaningful numbers are these:

Our porn banner ads saw three times the impressions of ads we ran on Google, Twitter and Facebook combined. Click through? Tens of thousands of horngry Americans clicked our ads. Yeah, but did they convert?... We saw a huge spike in orders and app downloads during the time our ads were live, especially late at night...We were able to achieve the stellar metrics mentioned above all for the low low price of 90% less than what the big guys charge per 1,000 impressions.

2) That little "Fess up, ladies!" arrow on the "2/3 of men admit to watching porn compared to 1/3 of women" feels very tacky.
posted by Going To Maine at 8:03 AM on September 12, 2013


That little "Fess up, ladies!" arrow on the "2/3 of men admit to watching porn compared to 1/3 of women" feels very tacky.

So do you feel that this statement raised the overall level of tacky in this particular thing, or are you comparing this to a sort of general baseline level of tacky that you expect in everyday life? :-)
posted by randomkeystrike at 8:35 AM on September 12, 2013 [1 favorite]


Clever concept, obnoxious writing. But I think they overlooked one reason for their success: novelty. In every new online ad product someone comes up with a new kind of ad and it has a lot of engagement for awhile before consumers train themselves to ignore it. Seeing food delivery ads where you normally see ads for more porn is a new thing, so it gets attentiont. That explains the clickthroughs at least, although I'm less clear if it would explain conversions.

The article is very vague on conversion rates though. My guess is they had decent clickthroughs, lower conversion rates than conventional ads, but also lower cost / conversion. So a win for them. But maybe not a win for the fourth non-porn company to try funny ads on porn sites.
posted by Nelson at 8:46 AM on September 12, 2013


The problem with reading articles about advertising is that when I scroll and see an advertisement on the bottom of the page I usually interpret that to mean the article is over...

Still, nice post.
posted by Tell Me No Lies at 9:02 AM on September 12, 2013


I had never heard of Eat24 before this post. It looks like a pretty cool service with a lot of options in my area. Glad I can explain to my wife that I read about it on Metafilter, not through one of their ads.
posted by The Gooch at 9:10 AM on September 12, 2013 [1 favorite]


The article is very vague on conversion rates though.\

They address that in the comments, saying that there's "only so much secret sauce" they are willing to reveal. Which is fair enough; they do have competitors. The fact that they are still running the ads (mentioned in the final paragraph) is a pretty good indication they are getting enough conversions to make it worthwhile.

The interesting thing is that elsewhere, banner advertising is being declared worthless. From that article: "Banner ads will never emotionally engage the target audience." Well, guess again.
posted by beagle at 9:14 AM on September 12, 2013


Interesting that in another bit of random web surfing inspired by Meta Filter, I got to this:

http://www.funbetweenthebuns.com/

Ruby Tuesday site. I'd say it's probably SFW, but it makes me even less likely to eat there than I already am...
posted by randomkeystrike at 9:35 AM on September 12, 2013 [1 favorite]


Thanks to AdBlock Plus I haven't, um, seen their ads.
posted by tommasz at 9:36 AM on September 12, 2013


That little "Fess up, ladies!" arrow on the "2/3 of men admit to watching porn compared to 1/3 of women" feels very tacky.

So do you feel that this statement raised the overall level of tacky in this particular thing, or are you comparing this to a sort of general baseline level of tacky that you expect in everyday life? :-)


I just tend to get cheesed off when articles sort-of-jokingly-but-maybe-not imply that women must adopt male behavior norms. Like, "Hey, women must be lying about how much porn they consume, right? It's okay, now 'fess up." (Or back in the day, when I felt like blasdelb nailed it when commenting on HappyPlayTime.)
posted by Going To Maine at 10:33 AM on September 12, 2013 [2 favorites]


So... other people don't put on pants for the delivery person?
posted by eruonna at 11:51 AM on September 12, 2013


Huh. Since part of the stuff my job is doing now is doing outreach to LGBT people to make sure they can sign up for Covered California under Obamacare, which includes going to sex clubs and stuff, I wonder if this would be a worthwhile advertising strategy for us. It'd probably help with doing things like getting MSM that don't identify as gay.
posted by klangklangston at 12:17 PM on September 12, 2013 [1 favorite]


Read the full article waiting to see how a surge of new customers clicking on "fuck pants" ads changed the experience for their delivery guys. Disappointed.
posted by deludingmyself at 12:33 PM on September 12, 2013


Eat24 and porn stars are a match made in sexy heaven! They use us in just the way we like to be used, and we always leave them full and satisfied. Observe:

[insert a half-dozen painfully-obviously-paid-endorsement tweets from pornstars]

So this got us thinking about porn websites. Are they a good place for us to advertise?


GEE I DUNNO MAYBE
posted by ook at 1:03 PM on September 12, 2013


So... other people don't put on pants for the delivery person?

You obviously haven't watched a lot of porn movies.


Also had to point out SF's favorite order was hot wings. What could be worse than fingers covered in Frank's Hot Sauce and masterbating? Nothing. ABSO-FUCKING-LUTELY NOTHING.
posted by MiltonRandKalman at 4:38 PM on September 12, 2013 [2 favorites]


I realize this is a marketing thing, written by marketing people, but do people really, seriously communicate like this? It is, indeed, a novel strategy, and congratulations for doing it and all, but can you just tell us about what you're doing without trying to sell it to me at the same time? Or is that 'good' now?
posted by Ghidorah at 5:08 PM on September 12, 2013


Going to Maine: I think it's implying that porn isn't just a male behaviour norm even though it does tend to be commonly portrayed as mainly being enjoyed by men.
posted by I-baLL at 12:05 AM on September 13, 2013


Damnit, now I'm horny hungry.
posted by Diag at 12:19 AM on September 13, 2013


I realize this is a marketing thing, written by marketing people, but do people really, seriously communicate like this?

Oh there's an entire subset of the startup culture which consists of circle-jerking to one another about their marketing tactics, which is itself the so-called marketing tactic. (This eat24 thing is on page 3 of Hacker News as I write this.) No idea if it works for them, but they sure do seem to enjoy churning them out.
posted by ook at 7:51 AM on September 13, 2013 [1 favorite]


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