Message Search Advertising

Giphy is building the world's largest ad network in messaging by leveraging their position as the dominant search engine embedded across all major messaging platforms. They aim to monetize the massive volume of messaging traffic through search-based advertising.

Core Business Model:

• Follows proven models of Google (search ads) and Facebook (feed ads)
• Combines both search and messaging/feeds capabilities
• Currently reaches 500M daily users across major messaging platforms

Key Components:

• Message Monetization Strategy:
  • Every message is a potential search
  • Every search corresponds to media content
  • Every piece of media can be a potential ad
  • Target: 78 trillion annual messages to monetize

Revenue Potential:

• At Facebook-level CPMs, messaging ad market could be worth $780 trillion
• Company aims for 1-2% market share
• Already monetizing through branded content:
  • 90% of current content is branded (movies, McDonald's, Pepsi, WWE, etc.)
  • Currently not charging for most branded content
  • Plan to implement payment gateway for brands

Competitive Advantage:

• Only search engine embedded in messaging
• Present in nearly all major messaging platforms
• Reach is exponentially growing as a superset of all messaging apps
• Users already engaging with branded content naturally

The model leverages existing user behavior around sharing branded content, simply adding a monetization layer to what users are already doing rather than disrupting the experience with new ad formats.