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| VIEW EVENT INFORMATION: Giphy |
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With 200M Daily Users, Giphy Will Soon Test Sponsored GIFs |
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About the organization Giphy:
Type: Business
Sub-Types: Website, Picture Hosting Agent, Search Engine, Social Networking Agent, GIF Hosting, GIF Sharing, Application Software, Telecommunication, Telecommunication Software |
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Notable Organizations: Giphy, Techcrunch
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| And it’s about time.
Giphy, the four-year-old search engine for GIFs, is going to finally start testing monetization.
According to a source close to the company, Giphy will begin testing sponsored GIFs within messaging experiences. This means that users who search for GIFs may be served a sponsored GIF within the messaging tab.
There are some obvious use-cases here: A search for “Monday” or “morning” might turn up a Starbucks GIF. But there is also an opportunity for brands, especially movies and TV shows (which makes up a huge portion of Giphy’s content), to work their existing content into people’s messages.
Structurally, this isn’t too different from what Google does with search terms. If you search for “Walmart,” you’ll more than likely see a sponsored listing for both Walmart and Target.
With Giphy, however, searches are rarely for specific brands but rather based around certain actions, reactions or emotions. With the forthcoming sponsored messaging product, a search for “Wooo” might turn up a GIF of someone pouring Jose Cuervo shots. A search for “cheers” might show folks clinking two Budweiser beer bottles together. (If Netflix doesn’t buy ads against “chill,” I’ll be really disappointed.)
What’s more, sponsored content on Giphy would function in a way similar to Snapchat’s sponsored face filters. Even if it includes branded content, the fact that it comes from a friend makes it worth watching and makes it easier to connect with.
The same source also said that Giphy is now seeing 200 million daily active users between both the API and website, with around 250 million monthly active users on the website, as well as Giphy’s owned and operated integrations. That means the majority of Giphy’s users are interacting with the service every single day.
Neither my source, nor Giphy, would confirm a timeline for the launch of ad products. That said, Giphy COO Adam Leibsohn did confirm that the company has shifted focus from growth to building ad products, without adding much detail on what those products might look like. |
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