million unique visitors
California-based food delivery service Eat24.com was looking to get the word out about its late-night meal offerings without breaking the bank.
Having accepted $0 in venture capital funding, Eat24 needed to find sites to advertise on that drew large traffic numbers, but wouldn’t charge the company high rates to display its ads.
The answer, of course, was porn.
An industry leader like Pornhub brings in 14.9 million unique visitors monthly, according to the tracking site Quantcast. That’s more than the websites for Bloomberg and the Wall Street Journal combined. “A whopping 30% of ALL web traffic is dedicated to adult sites,” the company claims.
The catch is that a brand that advertises on Bloomberg is probably unlikely to put their name beside X-rated content. In fact, Eat24 found that the only companies that advertised on porn sites were other porn sites and “natural male enhancement” sellers.
As a result, Eat24 said the advertising rates were dirt cheap. The company capitalized by pairing sexually suggestive banner ads (“BLT with your BDSM?”) alongside video landing pages. The viewers that saw the ads were, naturally, not dressed appropriately to go out in public, and likely to have worked up an appetite. In short, they were the perfect customers to order delivery from ! the comf ort of their own homes.
The campaign wound up being a whopping success. Eat24 said its adult site banner ads were able to get three times as many impressions as the ads they posted on Facebook, Google, and Twitter combined. And they did it at just 10% of the cost. What’s more, the company said 90% of the visitors the banners generated were coming to Eat24 for the first time.
It remains to be seen whether other non-adult companies will follow Eat24’s lead.
Yahoo CEO Marissa Mayer could be on the cusp of her first big acquisition-like move.
The Wall Street Journal reports Yahoo is in talks to buy 75 percent of Dailymotion, a YouTube-esque video service that’s popular in Europe.
Dailymotion is owned by a French Telecom. It’s sort of a mess of different videos. Some are user generated, some are professional.
Yahoo would buy the stake at $300 million valuation with an option to buy the remaining 25 percent later, says the Journal.
Yahoo’s HR leader Jackie Rees told employees recently Yahoo was working on two large acquisitions. A lot of names have been floated around since then.
We’re not sure how Dailymotion fits Mayer’s vision for Yahoo. It’s never struck us as a great technology or media property. And, it’s not a big mobile property as far as we can tell.
However, the Journal says it had 116 million unique visitors in January, making it the twelfth biggest site in the world. It’s also popular outside of the U.S., which could be valuable to Yahoo since it’s largely a U.S. based business.
Image from: Dollar Store Image / Shutterstock
Shoppers may not associate dollar stores with ecommerce, as the cost of shipping is likely to exceed the price of most items sold in these stores. However, traffic to dollar store sites has been steadily increasing over the past few years, and more shoppers are turning to the web for increased value.
The three main players in the space, Dollar General, Family Dollar, and Dollar Tree, have all experienced a continual growth in traffic since March 2010, with Family Dollar in particular up 130%. Today, all sites see about 1 million unique visitors per month. The growing popularity of these sites is more impressive when you consider that the sites may not even offer the option to purchase online or only recently rolled out that capability. Dollar Tree has had ecommerce capabilities since 2009, but Dollar General just introduced them in September 2011 and Family Dollar doesn’t have the option to purchase at all.
Since the focus of these sites is less on purchasing, shoppers use them primarily as an in-store companion tool—visiting for coupons, weekly ads, and store locators. Family Dollar and Dollar General also have extensive recipe sections that highlight inexpensive meals that can be made using their products. The recipe feature helps to further position these sites as a shopper’s planning resource, and emphasizes the grocery offerings of these stores, a growing part of their business.
Dollar store shoppers are most likely interested in saving money, especially during these economic times. In Q4 of 2011, an average of 60% of online dollar store shoppers also visited Walmart.com in the same month, and Walmart shows up in the top 10 referring sites for each of the stores. Dollar store shoppers may be comparing prices with Walmart and deciding whether to buy in-store or online.
Dollar store sites should continue to offer in-store planning resources as online traffic increases, but they may also want to emphasize their ecommerce potential as well. By offering competitive prices to Walmart and differentiating themselves as a more convenient option, they could gain more shoppers. They are also a good candidate for offering free shipping promotions, as shipping costs may be a major deterrent to people buying their inexpensive items online.
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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