18-Second Video Format

Giphy is expanding from GIFs and stickers into short-form video content, specifically targeting messaging platforms. The company aims to become a dominant force in search and messaging while disrupting traditional media consumption patterns.

Core Business Model:

• Search and messaging-based ad network
• Follows Google (search ads) and Facebook (feed ads) monetization models
• Currently the largest ad network in messaging
• Potential revenue based on messaging volume:
  • 78 trillion messages sent yearly
  • Targeting 1-2% of total messaging ad market

Strategic Evolution:

• Phase 1: Optimized for growth (first 5 years)
• Phase 2: Current focus on revenue growth
• Platform Integration:
  • Embedded in major messaging apps worldwide
  • Reaches hundreds of millions of users daily
  • Serves 7+ billion pieces of content daily

Future Vision:

• Launch short-form video platform (18 seconds or less)
• Merge entertainment, messaging, communication, and search into one platform
• Replace traditional media consumption:
  • Target daytime TV market
  • Create new content formats
  • Focus on shorter, messaging-friendly content
• Goal to capture:
  • 50% of Google search initially
  • Eventually 100% of Google search
  • Portion of traditional media market

Monetization Strategy:

• Every message is a potential search
• Every search is a piece of media
• Every piece of media is a potential ad
• Focus on creating non-intrusive advertising format that users actively share