Pride Month is the prime time to buy gay traffic and advertise your products and services to LGBTQ people. Obviously, to set up an effective ad campaign you need to know the audience and the stats. The usual way would be the trial-and-error one. But Traforama is here to make your life easier and your profits higher. So we’d like to save your time, effort, and budget with the research we recently conducted.
In this post, you will find detailed market analysis, stats, and tips to set up and run an effective campaign for an LGBTQ audience.
LGBTQ market value is significant
A recent Ipsos research found that 3% of people in 27 countries spanning all continents identify themselves as homosexual, 4% as bisexual, and 1% each as pansexual, asexual, and other. This is roughly 775 million people worldwide, a significant audience for your ad campaigns.
Demographics of gay traffic
To build a well-rounded campaign you need to know the demographics of your audience. Here are the analytics gathered from our reports:
The gender distribution of gay adult websites’ visitors is 81% men and 19% women. Unfortunately, the analytics tools do not yet allow to distinguish people who identify as other (gender fluid, non-binary, etc.) in the two groups.
Age-wise the audience is mostly young: 36% of 25 to 34 year-olds, 25% of 18 to 24 year-olds, 17% of 35 to 44 year-olds. The older audience is distributed as follows: 11% of 45 to 54 year-olds, 7% of 55 to 64 year-olds, and 4% of 65+ year-olds.
Gay adult traffic GEO looks like this:
The top 5 GEOs are the US (19%), Germany (7%), China, The United Kingdom, and the Philippines (5% each). The rest of the countries are distributed as follows:
- France 4%
- Italy 3%
- Spain 3%
- Japan 3%
- India 3%
- Canada 3%
- Malaysia 2%
- Brazil 2%
- Thailand 2%
- Mexico 2%
- Poland 2%
- Netherlands 2%
- Vietnam 2%
- Australia 1%
- Algeria 1%
- Taiwan 1%
- Singapore 1%
- Belgium 1%
Top-performing websites and ad formats of gay traffic
The stats we’ve gathered from the top-performing gay adult websites at Traforama marketplace show that the most popular ad format is Banner with an average of 32 million impressions a day. Next in this popularity contest are Video formats with 3 million daily impressions on pre-roll and 2 million for the slider, and Popunder with 2.7 million impressions.
Moreover, the video pre-roll format has an impressive CTR – an average of 6%, 15% on some of the sources.
A little less popular are Interstitial (300 000 daily impressions) and in-page (50 000 impressions per day).
Offers you can target at the LGBTQ audience
As you can see from the stats above, your offers should aim mostly at people who are identified as men by the analytics.
Per the reports we have in the Traforama system the offers that work well include:
- Nutra (various products meant for men’s health)
- Webcam (apps like Bongacams, Stripchat, etc.)
- Dating websites and apps
- Adult games
- eCommerce (adult toys)
What style should you use for your creatives?
Most websites in the gay adult stream use black, black-and-red, and black-and-yellow color schemes. We recommend using the same colors in your creatives so they look more native in the ad spots.
Traforama’s Advice for LGBTQ Advertisers
In the Traforama marketplace section in your dashboard, you can easily select the publishers with the gay adult stream. All you need to do is select the gay stream and the format you are interested in, the system will show you all the domains marked as the gay stream.
But there are publishers who don’t mark their websites as gay, they just select the general adult stream. So we recommend selecting the adult-all stream and searching by keyword (gay, lesbian, lesbo, etc.). This way you will get all the domains in the desired vertical.
Pride Month is the hottest month in many regards. But it’s not the only time when you can effectively buy gay adult traffic, Traforama has all the tools to help you do that all year round. If you need help in finding the best domains for your campaigns or advice on the offers and creatives, just reach out to us. Our support team is ready to help!