According to a discussion by GIF search engine Giphy at this year’s TechCrunch Disrupt NY event, the looped imaging/video format could become a powerful mobile advertising format in the near future.
Alex Chung, Co-Founder and CEO of Giphy, which now has 150m unique visitors a month, said he has some big plans to branch out into mobile as millions of users are already sharing GIFs on their devices to express their emotions. GIFs have become the new emoticons.
Alex Chung speaks at TechCrunch Disrupt 2016
That’s also why Giphy has added a Gif keyboard to app stores. Chung says:
“People are selling sending hundreds of billions of messages a day. How do you get native advertising into mobile? GIFs are the perfect format for that.”
In late January 2016, the company announced that content from its platform would be included in dating app Tinder. By March, 20m GIFs had been exchanged.
GIFs are all about expressing emotions and though they may be branded through famous faces, they still capture a mood. He adds:
“Eighty percent of all the GIFs we send are branded GIFs, meaning that they’re from TV, movies [and] celebrities that we have content deals with. […] So you can see that in a world where mobile messaging and mobile need an ad format, GIFs are kind of the perfect medium.”