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ChaCha Advertising Overview

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Page 1: ChaCha Advertising Overview
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What is ChaCha?

ChaCha is the place where millions of people go for definitive answers – about


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


Text & Mobile


Social Networks


Apps & Mobile Web


Online ● Mobile ● Social

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Who is the


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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)


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


• When does the movie TRON come to theaters?

• What’s the average age girls start their


• Is there a cost to switch from AT&T to Verizon?

• Where’s should I go to get an iPad for the best


• 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


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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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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!


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



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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


• 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,


• 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.


Joe/Jane Salesperson, Title February XX, 2011

Insert Client Logo Here

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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


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.