Brands should learn to “think like a sex worker” in the way they behave, and take advantage of the opportunities offered by the multimillion pound porn industry, according to speakers at Advertising Week today. But they also need to recognize that content needs to be ethical and, ideally, paid-for.
In a video panel session from Advertising Week Europe titled “Pornrupted,” Mark Hassell, head of marketing and partners at sex worker-positive site Fanbaits.com, said brands have a lot to learn from sex workers. “They are the greatest marketers in the world. These people are micro influencers,” he added. “Go and talk to sex workers, find out how they promote themselves on social media.”
Hassell said there is plenty of opportunity for mainstream brands to advertise on porn industry sites, as their audience has a high disposable income, but they need to do their research and be "clever" about targeting. “One of the issues is that advertisers go to ad networking places and they don't know where their content will appear. If you are a mainstream brand, do your research and make sure you know what brands you are going to be placed alongside.”