Giphy Wants to Make Ads That 'Don't Suck'

August 13, 2018

By Conor White

Giphy, the internet's largest search engine for gifs, is turning its attention to advertising ー and it has a simple strategy.

"We need to make ads that don't suck," said Adam Leibsohn, the company's COO. "We always say, you should entertain, not advertise."

Giphy has worked on six- and seven-figure deals with major brands like Absolut Vodka and Dunkin' Donuts, as well as a campaign for the film "Sorry to Bother You". Leibsohn said Monday in an interview on Cheddar the advertising angle is a natural approach for Giphy.

"Paid search is our revenue model," he said. "So, you can basically place content in relevant searches, so that your content comes back as the first result, and then people use it a lot more."

With 300 million daily active users who serve up 5 billion gifs, Leibsohn said, the platform is looking to turn a profit for the first time in its five-year history.

"People really love to use [gifs], in messaging, in communication, in social," Leibsohn said. "What we've been starting to do is work with brands to help them get involved in those conversations."

Though the company isn't openly discussing its revenue goals, Leibsohn said he expects significant growth, thanks to the new partnerships ー and he doesn't expect the public to get sick of the medium any time soon.

"It's not really fatigue because every day a different piece of culture, a different piece of content is what's driving the conversation, so as long as culture remains moving, gifs remain popular."

For full interview, click here.