Giphy Might Start Testing Sponsored GIFs In Messaging Apps

Giphy, one of the largest GIF search engine, might soon start testing monetization. A source claims that the company might begin testing sponsored GIFs inside messaging apps, according to TechCrunch.

Sponsored GIFs could work in many different ways inside messaging apps. The most obvious one here is when users search for “Monday” or “morning,” Giphy could then show a GIF featuring Starbucks.

In terms of the technical aspects behind sponsored GIFs, this would be quite similar to how Google surfaces search results. If a user searches for a specific brand, Google could show sponsored results from that particular brand and or from one of its rivals. Sponsored GIFs could also work like Snapchat’s sponsored filters.

READ: Facebook Launches GIF Reactions For Comments, Giphy And Tenor Supported​

This type of monetization could also be an opportunity for studios to promote their movies and or TV shows. After all, a huge portion of Giphy’s library is made up of GIFs created from various TV shows and movies.

The only problem with monetizing GIFs is how users search for it. Users typically use search terms that reflect actions or emotions, rather than specific brands. Companies and brands that want to have sponsored GIFs on Giphy will simply have to find a way to make sure that their content is applicable for user’s search terms.

For example, a user may search for a “hungry” GIF, and the top result could be this “Unbreakable Kimmy Schmidt” GIF, as pointed out by The Verge. Netflix could have sponsored GIFs on Giphy once it decides to promote the next season of one of its original shows.

TechCrunch’s source said that Giphy doesn’t have a set timeline yet for when these sponsored GIFs will launch. There’s also no information on which messaging platforms will get these new ads first. Currently, Giphy’s library is integrated in Apple’s iMessage, Facebook Messenger, Twitter, Viber, Slack and Tinder.

“We already work closely with the world’s leading brands in content, entertainment, technology and advertising,” Giphy COO Adam Leibsohn told TechCrunch. “When we’re ready to launch our ad products, it naturally follows that we’ll be working with our existing partners.”

Giphy’s COO neither confirmed nor denied the company's plan to host sponsored GIFs, but at least he confirmed that the company is working on its own ad products.

Giphy has already made creative partnerships for over a year through Giphy Studios. The company has been making original GIFs on its own, but it also collaborates with artists and brands to create GIFs on the site.

READ: Make GIFs On Facebook: Company Rolling Out GIF-Making Tool For iOS App​

“With GIPHY Studios, we’ve been executing on creative partnerships for over a year,” Leisbohn said. “That work helps inform our thinking and exploration around what our ad products will look like.”

The same source claims that Giphy has 200 million daily active users, between its website and its various app integrations. The company’s website is also seeing around 250 million monthly active users.

With millions of users interacting with the service every single day, it makes sense that the company would find a way to turn those numbers into ad revenues. The question now is how will users respond to monetization of GIFs.