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
Millions of people
ChaCha each day for answers…
ChaCha in the morning
ChaCha during the day…
ChaCha at home…
7
Powered by 63,000 Guides
at your service 24/7
Friendly: 89% Relevant: 79%
Trustworthy: 84%
Source: Insight Express
How Users Rate ChaCha
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
ChaCha lives on multiple platforms
10
Text & Mobile
Messaging
Social Networks
OnlineChaCha.com
Apps & Mobile Web
Voice
Online ● Mobile ● Social
Who is the
audience?
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
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)
A18-34 and multi-platform
Tech Leaders
15 © 2006 Nokia BrandCommVI.ppt / YYYY-MM-DD / Initials
Young Explorers
Source: Standard Transaction SMS Profile, 2010
60% female with 74% A13-24
Info Seekers
Upscale, educated, informed
Exploring & sharing information
Young Families
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
• 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
How can you use
to engage with our
audience?
Online engagement at a Top 100 site
21
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
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
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
• Link to topic page or your own hub
• Link to video content page
High impact editorial placement
Beauty / Health Example (Clean & Clear) 25
Exclusive and customized topics page
• Games
• Quizzes
• Polls that engage (i.e., Quick Questions)
• Reader Tips & Tools
27
• 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
High impact video
Interstitial videos inserted between question and answer ensures user viewing at the peak moment of engagement.
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
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
30
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
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 weekAvailable for mobile text & video ads
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 Studios
33
Powered by people, for powerful engagement.
THANK YOU!
Joe/Jane Salesperson, Title February XX, 2011
Insert Client Logo Here
Appendix
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
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
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
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
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
ChaCha is the recognized leader in mobile
#1 in real-time mobile answers
41
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
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.
43
Recommended
