Page 56 - AVN September 2016

“We are providing mobile solutions for our clients
including specific mobile ad formats, an Android in-app
SDK, mobile carrier, Wi-Fi and specific device targeting.”
— Richard Cottrell, global sales director, ExoClick
“Innovation for PornDoe and PornDoe Premium has mostly come in the form of
marketing tactics,” explained Yannick Ferreri, head of business development for PornDoe.
“Our main differentiator, that we are very proud of, is the $9.95 price point. You cannot
find a better deal on the market, as it offers up 20-plus exclusive brands for such a low
price. The way we package the content is part of our innovative sales strategy, placing VIP
products out of reach and requiring Premium access. We will be launching another section
in our Premium offerings as well, giving the users a customizable package choice when
subscribing. Our diversity allows us the liberty to offer to our users the best combinations
and we plan to improve on these offerings more and more over time.”
On the content itself, Ferreri expressed a belief that gonzo may be in decline and plot-
driven contextual content may be another innovation on the horizon. “We have started a
story-based BDSM offering at BadTimeStories.com (coming soon), which is comprised of
characters and plots, all tied into a very eerie ‘Tales From The Crypt Keeper’ feel, where
nightmares, dreams and fantasies blur. Again focusing on the context and the packaging, we
have made content to get the minds of users racing.
“Another gem that stands out is one that has a very high mainstream appeal, called
PornDoePedia.com. As an educational porn series, we cover topics like ‘First Threesome,’
‘Perfect BlowJob,’ ‘Guide to Anal’… This will be a huge game-changer as we can market it
on Youtube and other mainstream sites as the appeal plays into safe sex as much as it does
the ‘How To’ niche. It’s also a very couples friendly concept that will truly reach out and
allow the two to enjoy something while learning from it. The concepts are produced with
a comedy twist, but the information is portrayed in a clear and serious way. Anal guide for
instance, has all the best positions, how to dilate, best way to start, etc., and of course the
do’s and don’ts of each subject.”
When times were tough and adult sites were being bought out or closed on an everyday
basis, the canary in the coal mine was an easy-to-see lack of innovation. No matter how
many people lied and claimed their sales were better than ever, it was apparent from their
sites that they weren’t investing in anything new or working to discover the next important
step toward massive growth. Recently that has changed, and history has proven that when
you see companies willing to try new things, expand on what’s working or take a chance
on what might be a huge success, it speaks well for the health and strength of their current
operations as well. The state of innovation in adult right now is very strong, and that fact
tells you all you need to know when trying to assess the state of the industry overall.
FEATURE
“Our latest and greatest stand-alone solution is called Khepri and we
are quite proud of it, because companies that want to harness the power
of algorithmic traffic tracking are already adopting it inside adult and
mainstream. Automating much of the media buying process saves you
time and money, earns you more per campaign, speeds up your reaction
time to trends and greatly reduces the sample size needed to make the
smartest decisions. Khepri does all that and more.”
Traffic tracking and media buying is predominantly a matter of
monitoring end-user behavior and predicting what your audience
will want next. “The latest technological innovations in the adult
web marketing space have been greatly influenced by the changes
witnessed in terms of end-user behavior,” according to Axel Vézina,
chief operating officer of CrakRevenue. “End-user behavior has really
told us a lot. For instance, we’re noticing a huge increase in the number
of user interactions in regards to our different custom surveys and
questionnaires that we’ve built and branded. These surveys alone have
opened up an extensive window of marketing opportunities. We’ve also
been approached by some promising ad-block-countering initiatives.
This is significant because success in this area would mean a win in an
industry blinded by ad-blindness and anti-ad sentiment. Being able to
reach a greater targeted audience opens up the door to a new realm of
possibilities.”
Major traffic brokers continue to innovate as well. “Here at ExoClick
we are continually giving clients new opportunities for monetization and
more ways of maximizing their ROI,” said Richard Cottrell, global sales
director at ExoClick. “In June we launched our in-stream pre-roll video
ad format to become first ad network to offer this to the adult industry.
Video pre-roll ads give marketers the capability of getting ads in front of
premium video content on publisher sites. According to Business Insider,
video ads have an average CTR of 1.84 percent, the highest click-through
rate of all digital ad formats. By taking the desktop experience mobile,
we have also opened up new product segments. We are providing mobile
solutions for our clients including specific mobile ad formats, an Android
in-app SDK, mobile carrier, Wi-Fi and specific device targeting.”
ExoClick is also expanding its tools to handle other needs of their
clientele. “We offer big data tools so that clients have real-time statistics
available in order to swiftly evaluate their traffic and conversions to
make those time sensitive business decisions. The introduction of ad
blockers also led us to create NeverBlock, our ad blocking solution,
which bypasses ad blockers in order for publishers to recapture their
ad revenue. This tech solution is free to all ExoClick clients and is a
simple process of placing a line of code on their websites. In a digital
economy that increasingly relies on the integration of API technology,
ExoClick has also opened up its platform to developers so that they can
create their own bespoke software and applications in order to automate
certain processes such as setting custom bidding limits, monitoring
performance in different GEOs and programmatically changing them to
improve ROI, automate targeting of different devices and mobile carriers
or creating custom dashboards for more in-depth metrics. In this manner
we have created a hybrid platform that blends self-service control with
programmatic where automation can be combined with human decisions
and experience. We believe our continual innovation is what has
positioned ExoClick as the fourth largest ad network in the world and the
biggest network in the adult industry.”
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“A huge focus on mobile sales, global
merchant account relationships, extensive
fraud tools, chargeback mitigation,
tokenization, and expanded call center
facilities are just some of the innovative
things that NETbilling and other
processors continue to expand and
enhance as we move forward.”
— Mitch Farber, president, NETbilling