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2011 thinkLA Mobile Breakfast,[object Object],June 16, 2011,[object Object],#thinkLAMobile,[object Object]
thinkLA Mobile Breakfast 2011,[object Object],Thank you to our Sponsors!,[object Object],#thinkLAMobile,[object Object]
Scott Jones,[object Object],Founder, Chairman and CEO,[object Object],Keynote Speaker,[object Object],#thinkLAMobile,[object Object]
Scott A. Jones – Founder, Chairman & CEO  ,[object Object],			       Co-Founder, Chairman, CTO,[object Object],[object Object]
Sold to Comverse for $843 million			       Co-Founder, Chairman, CEO,[object Object],[object Object]
Sold to Sony for $260 million			       Founder, Chairman, CEO,[object Object],[object Object]
Provided over a billion answers so far
Fastest-growing Q&A company4,[object Object]
Q:  What is ChaCha anyway?,[object Object]
#1 Real-time Answers ,[object Object],25 Million,[object Object],Monthly unique users,[object Object],3+ Million,[object Object],Answers provided to users every day,[object Object],1+ Billion ,[object Object],Questions ChaCha’s answered ,[object Object]
ChaCha Answers on Mobile,[object Object],Mobile App,[object Object],Mobile Web,[object Object],Mobile Messaging,[object Object],What was the final score of the NBA Championship game?,[object Object],Win a working with…,[object Object],Dallas Mavs 105, Miami Heat 95 on 6/12.  ChaCha on. ,[object Object],7,[object Object]
Some of Our Brand Partners,[object Object],“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.”,[object Object], Cameron Death, Sr. VP & GM,[object Object], NBC Universal Digital Studios,[object Object],8,[object Object]
Q: Does advertising on mobile phones matter?,[object Object]
Mobile is #1 in Audience and Reach,[object Object],280,[object Object],Mobile Subscribers,[object Object],Satellite TV Subscribers,[object Object],20,[object Object],Cable TV Subscribers,[object Object],65,[object Object],TV Households,[object Object],125,[object Object],Internet Access,[object Object],221,[object Object],In Millions,[object Object],Lifestyle Wireless, 2011,[object Object]
Mobile vs. Desktop Internet User Projection,[object Object],Internet users in millions,[object Object],Mobile Web will surpass ‘tethered’ usage within 3 years,[object Object],Source: Morgan Stanley, April 2010, Global Projection,[object Object]
Desktop versus Mobile:  Different Animals,[object Object],Solitary,[object Object],Fixed location,[object Object],30 minutes,[object Object],Sift through results,[object Object],Focused on desktop,[object Object],Often Research-oriented,[object Object],Social,[object Object],On the go,[object Object],30 seconds,[object Object],Need an answer,[object Object],Multi-tasking,[object Object],Timely, contextual, personal topics,[object Object]
Mobile Users Express Immediate Intent,[object Object],Vs.,[object Object],13,[object Object]
Mobile Search Users Are Impatient,[object Object],80% report frustration with mobile web due to speed, too many clicks, and too much irrelevant content.,[object Object],			-Qualcomm - 2010,[object Object],80% Shorter ,[object Object],Search Session ,[object Object],& ,[object Object],80% Lower CTR,[object Object], 15 +,[object Object],mins,[object Object],< 3,[object Object],mins,[object Object],14,[object Object],Large Scale Study of European Mobile Search Behavior – 2008 – Church et. Al.,[object Object]
Smartphone Users Multi-task,[object Object]
Mobile is Conversational & Personal,[object Object],I see search moving away from statelessness to something more resembling a conversation.,[object Object], 	- Peter Norvig,[object Object],  Google Director of Research,[object Object]
Desktop Experience Does NOT Transfer to Mobile,[object Object],How do over 40,000 results look on a mobile phone?,[object Object],17,[object Object]
Answers vs. Results - Which Would YOU prefer?,[object Object],Answers,[object Object],Results,[object Object],How many licks does it take to get to the center of a tootsie pop?,[object Object],Engineering students from Purdue University reported that their licking machine, modeled after a human tongue, took 364 licks.  ,[object Object],Source:  Tootsie.com,[object Object],vs,[object Object],18,[object Object]
Share of Web Traffic Coming from Mobile Devices,[object Object],Entire Web,[object Object],Global StatCounter, comScoreqSearch, Google Analytics Mobile – May 2010 - May 2011,[object Object]
Web and Mobile are Complementary,[object Object]
thinkLA Mobile Breakfast 2011 - ChaCha Presentation
Smartphone vs. Feature Phone Usage,[object Object]
Smartphone Penetration is Accelerating,[object Object],65%,[object Object],37% of US mobile subscribers have smartphones now ,[object Object],Nielsen MarketSight – Q2 2011,[object Object]
Smartphone Adoption Surged 12% in 6 Months,[object Object],Feature,[object Object],Phones,[object Object],2%,[object Object],Other,[object Object],13%,[object Object],37%,[object Object],63%,[object Object],4%,[object Object],Smartphones,[object Object],10%,[object Object],9%,[object Object]
Smart? Phones,[object Object],Some early-adopter smartphone users do NOT have data plans,[object Object],Of mobile users who have data plans, 23% consume small amounts of data,[object Object],The top 10% of ‘super users’ consume 90% of the data,[object Object],Android and iPhone users consumer 2x more data than other phones,[object Object],Sources: Nielsen Marketsight and ,[object Object],Nielsen Company, Customer Value Metrics, Single Line Accounts ,[object Object]
6/21/2011,[object Object],26,[object Object],LBS has Reach Challenges,[object Object],82% ,[object Object],use cell phones,[object Object],71% use SMS,[object Object],35% have apps,[object Object],24% use apps,[object Object],4% Use LBS,[object Object],% of U.S. population,[object Object],Source: PewSeptember 2010,[object Object]
Only Some Apps Are Important,[object Object],TechCrunch, 2011,[object Object]
Smartphone Users More Likely to Text and Text More Often,[object Object],“What started once as a 'teenager thing' has now reached the total population… ,[object Object],“Messaging is the broadestreaching communication platform,[object Object],on the planet.”,[object Object],			~ TomiAhonen,[object Object],Adoption,[object Object],Adoption,[object Object],705,[object Object],SMS Per,[object Object],Month,[object Object],891,[object Object],SMS Per,[object Object],Month,[object Object],Feature,[object Object],Phones,[object Object],Smart,[object Object],Phones,[object Object],Source: Mobile Media Marketplace Q2,[object Object],28,[object Object],Nielsen MarketSight – Q2 2010,[object Object]
Mobile Marketing Options and Adoption,[object Object],29,[object Object],MORE THAN 3 YEARS,[object Object],1-3 YEARS,[object Object],LESS THAN 1 YEAR,[object Object],Mobile websites,[object Object],Mobile apps,[object Object],Mobile messaging/SMS,[object Object],Mobile display ads (CPM or CPC),[object Object],Mobile search,[object Object],Mobile rich media apps,[object Object],Mobile video,[object Object],2D "smart" barcodes,[object Object],Mobile coupons,[object Object],Location-based services,[object Object],Interactive voice response,[object Object],Mobile gaming,[object Object],Proximity - Bluetooth, RFID,[object Object],Near field communications payments,[object Object],Source: Association of National Advertisers, 2010,[object Object]
An Integrated Approach to Mobile Marketing is Key,[object Object],Personalize the User Experience with Context,[object Object],Make sure you’re represented across all mobile media,[object Object]
The study used norms developed in online ad testing as a benchmark to draw conclusions around the performance of advertising on mobile devices. InsightExpress compared the two using InsightNorms, the company’s normative database containing 1500 online ad effectiveness campaigns and 150 mobile ad effectiveness campaigns. Mobile InsightNorms are based on InsightExpress’ flagship mobile brand effectiveness solution, Mobile AdInsights, which employs a test/control design to measure the brand impact of mobile advertising campaigns. ,[object Object]

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thinkLA Mobile Breakfast 2011 - ChaCha Presentation

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