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ChaCha Advertising Overview
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ChaCha Advertising Overview


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Sales oriented presentation on ChaCha advertising options

Sales oriented presentation on ChaCha advertising options

Published in: Business, Technology

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  • The black background and font of slides 3 & 4 need to match slides 5,6,7Cat: they don’t show up well on this opening slide as transparent, which is why they were changed to be B&W on just the 2 big openers. Changed these back to how they were, impact and readability is not as strong this way.
  • 13.5 mobile all time unique users6 million registered mobile unique users
  • See Appendix for greater detail and supporting data
  • Transcript

    • 1. What is ChaCha? ChaCha is the place where millions of people go for definitive answers – about everything. Through its “ask-a-smart friend” platform, ChaCha’s answered over a billion questions and owns the world’s largest Q&A database. ChaCha has emerged as the #1 way for brand marketers to reach and engage with the audience of their choice.2
    • 2. Millions of peopleChaCha each day for answers…
    • 3. ChaCha in the morning
    • 4. ChaCha during the day…
    • 5. ChaCha at home…
    • 6. Powered by 63,000 Guides 7 at your service 24/7
    • 7. How Users Rate ChaChaFriendly: 89% Trustworthy: 84% Relevant: 79% Source: Insight Express
    • 8. ChaCha answer power25+ Million Top 100 WebsiteMonthly unique users of ChaCha Per Quantcast & comScore Nearly 2 Billion Questions ChaCha’s answered3+ Million 10 Per SecondAnswers provided to users per day Users who come to ChaCha
    • 9. ChaCha lives on multiple platforms Online Apps & Text & Mobile Web Online ● Mobile ● Social Mobile Messaging Voice Social Networks10
    • 10. Who is theaudience?
    • 11. Audience power online 30+ million monthly uniques U.S.ACategory % Composition12-17 yrs old Young Explorers 10.3 12.4 9.1 9.7 8.6 7.618-34 yrs old Tech Leaders 33.3 46.7 39.8 36.2 36 33.918-44 yrs old Young Families 51.4 64.8 60 55.3 56.2 52.4$100,000+ HHI 21.4 25.4 20.5 22.5 21 25.2• comScore, January 2011• Note: online data is provided beginning with 12 years old (mobile begins at A13)
    • 12. Audience power on mobile 6+ million registered mobile uniques (4M monthly) U.S.ACategory % Composition13-17 yrs old Young Explorers 7.7 17.4 7.8 10.9 10.6 8.618-34 yrs old Tech Leaders 31.4 67.3 54.5 50.4 48.9 52.718-44 yrs old Young Families 48.9 76.1 73.6 70.9 69.8 67.6$100,000+ HHI 26.8 33.3 30.5 34.5 31.1 32.8• comScore MobiLens, 2010• Mobile brand all access methods(SMS messaging, mobile web)
    • 13. Tech LeadersA18-34 and multi-platform
    • 14. Young Explorers15 60% female with 74% A13-24 © 2006 NokiaBrandCommVI.ppt / YYYY-MM-DD / Initials Source: Standard Transaction SMS Profile, 2010
    • 15. Info SeekersUpscale, educated, informed
    • 16. Young FamiliesExploring & sharing information
    • 17. Audience profile High Involvement “TECH LEADERS”Technically advanced & use Internet, mobile & mobile ready iPad to access information “YOUNG EXPLORERS” use feature phones & On demand “INFO SEEKERS” are heavy texters use smart phones as part of their daily routine “YOUNG FAMILIES” use Internet for info & mobile is increasingly important. Practical Inspirational Use traditional Tend to media follow trends18 Low Involvement Sources: Comscore 2010 & Nielsen 2010
    • 18. Our users ask millions of questions a day • Who won the Steelers Jets game yesterday? • What’s the best new game out for the Wii? • What gas mileage does a 2011 Toyota Prius get? • When does the movie TRON come to theaters? • What’s the average age girls start their period? • Is there a cost to switch from AT&T to Verizon? • Where’s should I go to get an iPad for the best price? • What day and time is Glee on in NY? • What’s the best acne medicine? • What year did Michael Jackson start singing? • Is there a Canyon Ranch Spa in Las Vegas?
    • 19. How can you useto engage withour audience?
    • 20. Online engagement at a Top 100 site21
    • 21. homepage takeoversYour brand can own:• Featured Topics• Custom Skins• Trending Hot Topics• Video Interstitial Ads• Ad Units CPG Example (Coke Zero)22
    • 22. Entire category takeovers• Custom skins & ads• Tie to mobile for brand updates & coupons• FB/Twitter share• Fans can directly engage with your brand Sci-tech Example (Best Buy)23
    • 23. SpecialsSponsorship Opportunities:• Custom skin takeovers• Embeddable module sponsorship• Video and still ads (interstitials)• Banners• Conversation sponsorships• Last minute gift idea sponsorships• Daily deals / coupons• And more Valentine’s Day Example shown24
    • 24. High impact editorial placement • Link to topic page or your own hub • Link to video content page25 Beauty / Health Example (Clean & Clear)
    • 25. Exclusive and customized topics page• Games• Quizzes• Polls that engage (i.e., Quick Questions)• Reader Tips & Tools
    • 26. Make your brand viral•• Users take out about find the their share to quiz, Custom quizzes the quiz for prizes shooting and prizes across platforms social networks, online viral spread and leaderboard creating • Mobile sends users to web to find out about the quiz! How old is Miley Cyrus? Your Q is music to our ears! *Want 2 find out if UR one of the top Bieber fans? Rply BIEBERQ 4 quiz and win a prize pak! Or go online to now! BIEBERQ Q: In what city will the Justin Bieber movie ‘Never Say Never’ premiere take place? Text back A: NY, LA, Miami27
    • 27. High impact videoInterstitial videos inserted between question and answerensures user viewing at the peak moment of engagement.
    • 28. Engage them with mobile video messaging • Leverage your existing video, logos and coupon content • Send them to millions of ChaCha users • Reach 90+% of the market – smart phones AND feature phones! Sports Example (Reebok)29
    • 29. Mobile apps and text messaging • Put your messaging in front of millions • Provide your alerts, How much is the average SUV from Chevy? coupons and news Great Q, we’re on it! *Ford has a surprise 4 you! Be among the first to find out • Grab users attention – about the 2012 Ford Focus no competition and enter to win one! Txt FORD! • Smartphones allow for FORD media rich ads as users await answers Take a new look at the 2012 Ford Focus! Auto Examples – Ford30
    • 30. 2011 event calendar January February March April May June • Diet/Exercise • Super Bowl 45 • NCAA • Dating / • Mother’s Day • Father’s Day • Valentine’s Day • Oscar’s Relationship • Memorial Personal Finance Weekend July August September October November December • Back to School & • College • NASCAR Sprint • MLB World • Holiday Gift Holiday Pets Football Emmy’s Series Giving Entertainment & Person of Year31
    • 31. Verified audience targeting • ChaCha online: • Contextual • Categories & keywords • Demographic data • 1500 datapoints on each user • Behavioral • Vertical data sets (movies, age..) • ChaCha mobile: • Age • Gender • Category/topic • Keyword/phrase • Location (zip code or better) • Time of day / day of week Available for mobile text & video ads32
    • 32. Some of Our Major Clients “ChaCha was the perfect partner for our launch. Viewers want to engage with our content and talent in unique, new ways. This provided a completely immersive, cross-platform experience.” Cameron Death, Sr. VP & GM NBC Universal Digital Studios33
    • 33. Powered by people, for powerful engagement. THANK YOU! Insert Client Logo Here Joe/Jane Salesperson, Title February XX, 2011
    • 34. Appendix
    • 35. Unique & Unduplicated Audience Tech Leaders Where Tech Leaders Live % Unduplicated Unduplicated Audience ** 69% 14 Million 77% 18 Million 80% 19 Million 86% 20 Million• comScore, 2010• Note: online data is provided beginning with 12 years old (mobile begins at A13)** Audience measurement from comScore, Google Analytics and internal measurement
    • 36. Unique & Unduplicated Audience Young Explorers Where Young Explorers Live % Unduplicated Unduplicated Audience** 56% 13 Million 66% 16 Million 90% 21 Million 97% 23 Million• comScore, 2010• Note: online data is provided beginning with 12 years old (mobile begins at A13)** Audience measurement from comScore, Google Analytics and internal measurement
    • 37. Unique & Unduplicated Audience Info Seekers Where Info Seekers Live % Unduplicated Unduplicated Audience** 63% 15 Million 85% 20 Million 88% 21 Million 70% 16 Million• comScore, 2010• Note: online data is provided beginning with 12 years old (mobile begins at A13)** Audience measurement from comScore, Google Analytics and internal measurement
    • 38. Unique & Unduplicated Audience Young Families Where Young Families Live % Unduplicated Unduplicated Audience** 78% 18 Million 83% 19 Million 94% 22 Million 94% 22 Million• comScore, 2010• Note: online data is provided beginning with 12 years old (mobile begins at A13)** Audience measurement from comScore, Google Analytics and internal measurement
    • 39. Offerings and custom campaignsWeb: Mobile: Social:• High Impact Visuals • Media Rich Ads • Facebook and Twitter• Contextual Ads • Mobile Apps - Tune-in• Takeovers & Skins • Opt-in Lists - Editorial• Channel Ownership - VIP/Loyalty Lists - Links to Videos• Custom Channels - Tune-in Reminders - Engaging Quizes• Banner Ads - Coupons• Editorial Content • Text & Mobile Video Campaigns - Reviews & News
    • 40. ChaCha is the recognized leader in mobile #1 in real-time mobile answers41
    • 41. We drive engagement and resultsClean & Clear11.7% overall response rate4.6% email coupon opt-in rateCoca-Cola5.2% overall response rateTwilight Eclipse26% increase in ticket salesNBC Universal Digital5.53% CTR for opt-in mobile show alerts
    • 42. 2011 Honors and Awards WINNER: Best Direct Response WINNER Industry Star Award WINNER: Best Location Based FINALIST Best Fan Content FINALIST Best Innovation #1 in Text Search “ web traffic jumped 116% in 2010.” Vivien Wang, comScore, Inc.43