The author of the article is Artem Lisitsyn - co-founder of OctoClick.
In this article, I'll explore what offers are keeping the online advertising market afloat in the adult niche and highlight a trend we identified by analyzing platform stats.
This information will interest seasoned experts in this market and will also be useful for advertisers who are just starting (for instance., selecting a vertical or offer).
We've collected and analyzed data from our advertising network, and I'd like to invite readers to look at the distribution of offers currently promoted by our clients and their popularity.
In this article, I'll explore what offers are keeping the online advertising market afloat in the adult niche and highlight a trend we identified by analyzing platform stats.
This information will interest seasoned experts in this market and will also be useful for advertisers who are just starting (for instance., selecting a vertical or offer).
We've collected and analyzed data from our advertising network, and I'd like to invite readers to look at the distribution of offers currently promoted by our clients and their popularity.
Analysis Methodology
Data Overview
Since we don’t label all creatives with specific categories of advertised entities, we manually categorized each creative for this article. Therefore, I'm basing my conclusion on a limited number of creatives that account for a larger share of spend than others.
Analysis range - June 2023 — June 2024
Categorising all creatives over this entire period is challenging.
That's why we decided to select the top 150 creatives by spending over the first month of the range (June 2023), skipping a quarter, and then selecting the top 150 creatives for the following months (September 2023, etc.).
This resulted in five measured months:
All creatives were categorized as follows:
That's why we decided to select the top 150 creatives by spending over the first month of the range (June 2023), skipping a quarter, and then selecting the top 150 creatives for the following months (September 2023, etc.).
This resulted in five measured months:
- June 2023
- September 2023
- January 2024
- March 2024
- June 2024
- Creative Categories
All creatives were categorized as follows:
- Dating
- Nutra
- Push subscriptions
- WAP subscriptions
- Telegram (ads for bots or channels)
- Sweepstakes
- Ad displays (showcases - news sites; mixed with ads)
- Gambling (+ betting)
- Games
- Webcam
Spending by Categories
We gathered spending data by category and reflected it in the illustration above. Based on this data, I’ve drawn some of my own conclusions:
I highly recommend you analyse the data in the illustration yourself and make your own inferences.
- Promoting Telegram bots is highly profitable;
- Advertising for sweepstakes has completely dwindled;
- Ad displays are gaining popularity (but only during the last quarter);
- For a while, WAP was comparable spending-wise to Telegram's bots but has since dropped in the rankings;
- Push, gambling, games, and webcams are very volatile and heavily dependent on external factors. For now, they've been displaced by stronger competitors;
- Nutra and dating are the steadfast veterans of the market.
I highly recommend you analyse the data in the illustration yourself and make your own inferences.
Competition by Categories
This illustration shows the number of advertisers competing in each category.
Based on this data, I’ve come to the following conclusions:
Based on this data, I’ve come to the following conclusions:
- In most quarters, dating remains the most popular category of promoted services among advertisers;
- Nutra isn't far behind in terms of advertisers either;
- Over the year, the situation has remained relatively stable, with just a few changes;
- Ad displays have become more popular among advertisers over the last quarter.
CPM by Categories
Стоит помнить о методологии данного исследования и не делать радикальных выводов, так как мы анализируем только топ 150 креативов по тратам.
- Ожидаемо, что WAP категория платит бОльшую цену за 1000 показов;
- Витрины и push хорошо растут по расходам за 1000 показов;
- Реклама телеграм-ботов не обходится дорого.
Teaser Impressions by Categories
We observe the total dominance of the Telegram category in terms of reach over the rest.
Trend
Undoubtedly, this year's trend is the advertising and promotion of Telegram bots by buying ad campaigns and growing a base of subscribers.
What is the recipe for successfully attracting users to Telegram bots?
As a result, after launching an advert, we get motivated clicks on the subscription link for the Telegram bot, which converts into a high-quality and loyal audience. This monetization format is similar to push subscriptions. The difference is that Telegram traffic can be monetized much more expensively because, at this time, Telegram is some kind of a “new mecca” for marketers (which, in my opinion, won't last long).
I would also add that I believe this approach can be optimised. As a test, I'd recommend directing traffic not directly to the bot but through a landing page - a blank page leading to a group can hurt conversions. It also allows tracking conversion rates via a tracker.
What is the recipe for successfully attracting users to Telegram bots?
- Telegram bot theme. It should be 18+ since the traffic source corresponds to this audience.
- Cross-promotion of Telegram bots. What it means - you can use this one bot to advertise multiple similar bots, so that more users will subscribe to many more bots.
- Ad format (teasers, in-page push). Paid clicks should be motivated rather than accidental.
- Eye-catching visuals - it's simply essential.
- Engaging text. A basic yet useful recommendation.
As a result, after launching an advert, we get motivated clicks on the subscription link for the Telegram bot, which converts into a high-quality and loyal audience. This monetization format is similar to push subscriptions. The difference is that Telegram traffic can be monetized much more expensively because, at this time, Telegram is some kind of a “new mecca” for marketers (which, in my opinion, won't last long).
I would also add that I believe this approach can be optimised. As a test, I'd recommend directing traffic not directly to the bot but through a landing page - a blank page leading to a group can hurt conversions. It also allows tracking conversion rates via a tracker.
Conclusions
Feel free to experiment - we're witnessing a great example of an emerging trend this year, which serves as a model of successful out-of-the-box thinking.
That’s all for today! Don't forget to subscribe to our social media channels to stay updated with the latest news from our advertising network.
That’s all for today! Don't forget to subscribe to our social media channels to stay updated with the latest news from our advertising network.