chacha advertising overview
DESCRIPTION
Sales oriented presentation on ChaCha advertising optionsTRANSCRIPT
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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.
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Millions of people
ChaCha each day for answers…
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ChaCha in the morning
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ChaCha during the day…
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ChaCha at home…
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Powered by 63,000 Guides
at your service 24/7
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Friendly: 89% Relevant: 79%
Trustworthy: 84%
Source: Insight Express
How Users Rate ChaCha
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ChaCha answer power
Top 100 Website Per Quantcast & comScore
10 Per Second Users who come to ChaCha
Nearly 2 Billion Questions ChaCha’s answered
3+ MillionAnswers provided to users per day
25+ Million Monthly unique users of ChaCha
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ChaCha lives on multiple platforms
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Text & Mobile
Messaging
Social Networks
OnlineChaCha.com
Apps & Mobile Web
Voice
Online ● Mobile ● Social
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Who is the
audience?
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U.S.A
Category % Composition
12-17 yrs old 10.3 12.4 9.1 9.7 8.6 7.6
18-34 yrs old 33.3 46.7 39.8 36.2 36 33.9
18-44 yrs old 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
Young Explorers
Tech Leaders
Young Families
• comScore, January 2011• Note: online data is provided beginning with 12 years old (mobile begins at A13)
Audience power online
30+ million monthly uniques
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Audience power on mobile
• comScore MobiLens, 2010• Mobile brand all access methods(SMS messaging, mobile web)
U.S.A
Category % Composition
13-17 yrs old 7.7 17.4 7.8 10.9 10.6 8.6
18-34 yrs old 31.4 67.3 54.5 50.4 48.9 52.7
18-44 yrs old 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
Young Explorers
Tech Leaders
Young Families
6+ million registered mobile uniques (4M monthly)
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A18-34 and multi-platform
Tech Leaders
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15 © 2006 Nokia BrandCommVI.ppt / YYYY-MM-DD / Initials
Young Explorers
Source: Standard Transaction SMS Profile, 2010
60% female with 74% A13-24
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Info Seekers
Upscale, educated, informed
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Exploring & sharing information
Young Families
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Audience profile
“YOUNG FAMILIES” use Internet for info & mobileis increasingly important.
On demand “INFO SEEKERS”use smart phones as part of their daily routine
“YOUNG EXPLORERS”use feature phones & are heavy texters
High Involvement
Low Involvement
Practical Inspirational
Technically advanced & mobile ready
Tend to follow trends
Use traditional media
“TECH LEADERS”use Internet, mobile & iPad to access information
“
Sources: Comscore 2010 & Nielsen 201018
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• 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?
Our users ask millions of questions a day
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How can you use
to engage with our
audience?
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Online engagement at a Top 100 site
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ChaCha.com homepage takeovers
Your brand can own:
• Featured Topics • Custom Skins
• Trending Hot Topics
• Video Interstitial Ads
• Ad Units
CPG Example (Coke Zero) 22
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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
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Specials
24 Valentine’s Day Example shown
Sponsorship 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
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• Link to topic page or your own hub
• Link to video content page
High impact editorial placement
Beauty / Health Example (Clean & Clear) 25
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Exclusive and customized topics page
• Games
• Quizzes
• Polls that engage (i.e., Quick Questions)
• Reader Tips & Tools
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• Users share to their social networks, creating viral spread
• Users take the quiz,
shooting for prizes and leaderboard
• Users find out about
the quiz and prizes online
• Custom quizzes
across platforms
• Mobile sends users
to web to find out about the quiz!
BIEBERQ
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 www.chacha.com/BieberQuiz now!
Q: In what city will the Justin Bieber movie ‘Never Say Never’ premiere take place? Text back A: NY, LA, Miami
How old is Miley Cyrus?
Make your brand viral
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High impact video
Interstitial videos inserted between question and answer ensures user viewing at the peak moment of engagement.
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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)
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Mobile apps and text messaging
• Put your messaging in front of millions
• Provide your alerts, coupons and news
• Grab users attention – no competition
• Smartphones allow for media rich ads as users await answers
Great Q, we’re on it! *Ford has a surprise 4 you! Be among the first to find out about the 2012 Ford Focus and enter to win one!Txt FORD!
How much is the average SUV from Chevy?
Take a new look at the 2012 Ford Focus!
Auto Examples – Ford
FORD
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2011 event calendar
January February March April May June
July August September October November December
• Super Bowl 45• Valentine’s Day
• NCAA• Oscar’s
• Diet/Exercise • Dating / Relationship
• Mother’s Day• Memorial
Weekend
• Father’s DayPersonal Finance
• College Football
• NASCAR Sprint Emmy’s
• MLB World Series
HolidayEntertainment& Person of Year
• Back to School & Pets
• Holiday Gift Giving
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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 weekAvailable for mobile text & video ads
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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 Studios
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Powered by people, for powerful engagement.
THANK YOU!
Joe/Jane Salesperson, Title February XX, 2011
Insert Client Logo Here
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Appendix
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Unique & Unduplicated Audience
Where Tech Leaders Live % Unduplicated Unduplicated Audience **
69% 14 Million
77% 18 Million
80% 19 Million
86% 20 Million
Tech Leaders
• 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
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Unique & Unduplicated Audience
Where Young Explorers Live % Unduplicated Unduplicated Audience**
56% 13 Million
66% 16 Million
90% 21 Million
97% 23 Million
Young Explorers
• 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
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Unique & Unduplicated Audience
Where Info Seekers Live % Unduplicated Unduplicated Audience**
63% 15 Million
85% 20 Million
88% 21 Million
70% 16 Million
Info Seekers
• 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
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Unique & Unduplicated Audience
Where Young Families Live % Unduplicated Unduplicated Audience**
78% 18 Million
83% 19 Million
94% 22 Million
94% 22 Million
Young Families
• 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
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Offerings and custom campaigns
Web:• High Impact Visuals• Contextual Ads• Takeovers & Skins• Channel Ownership• Custom Channels• Banner Ads• Editorial Content
- Reviews & News
Mobile:• Media Rich Ads• Mobile Apps• Opt-in Lists
- VIP/Loyalty Lists- Tune-in Reminders- Coupons
• Text & Mobile Video Campaigns
Social:• Facebook and Twitter
- Tune-in - Editorial- Links to Videos- Engaging Quizes
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ChaCha is the recognized leader in mobile
#1 in real-time mobile answers
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Clean & Clear11.7% overall response rate
4.6% email coupon opt-in rate
Coca-Cola 5.2% overall response rate
Twilight Eclipse 26% increase in ticket sales
NBC Universal Digital5.53% CTR for opt-in mobile show
alerts
We drive engagement and results
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2011 Honors and Awards
#1 in Text Search
FINALIST Best Innovation
WINNER: Best Direct Response
WINNER: Best Location Based
WINNER Industry Star Award
FINALIST Best Fan Content
“ChaCha.com web traffic jumped 116% in 2010.”
Vivien Wang, comScore, Inc.
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