September 14, 2010 00:01 ET

ChaCha Launches MMS Service Able to Deliver Movie Trailers, Coupon Images and Rich Media Ads and Other Video Content to Virtually All Phones

#1 Answers Service to Support Video and Image Advertising, Even on the 75% of US Mobile Phones That Are NOT Smartphones

INDIANAPOLIS, IN--(Marketwire - September 14, 2010) - ChaCha, the popular free answers service that has delivered quick, accurate answers to nearly one billion questions, today announced it has launched a Multimedia Messaging Service (MMS) service that will support videos, including movie trailers, and images such as coupons and logos, on nearly all mobile phones. Answering over 2 million questions every day, ChaCha will be capable of sending rich media content and advertisements through MMS to further engage its audience of more than 15 million very active monthly unique users.

"This is a big deal for both our advertisers and users," says Scott Jones, ChaCha's CEO. "Many marketers view sight, sound and motion as major enhancements to their brand's message, and we are now in the ideal position to support these objectives in mobile channels. Smartphones have whetted the consumer's appetite for mobile, rich-media content. MMS allows media to finally reach virtually all mobile phones in a way that advertisers can have their messages seen and heard. Our users will benefit regardless of their phone type." 

U.S. MMS volume hit an average of 5 billion messages sent per month by the close of 2009. With MMS, the 75 percent of consumers who do not own smartphones are able to view multimedia content right along with the 25 percent of early-adopting consumers that already have smartphones. MMS is typically included in carrier messaging plans, with no additional cost to consumers. This provides significant reach and media benefits for advertisers. For the past 2 years, nearly all phones shipped in the United States have been enabled with MMS capabilities, equating to nearly 275 million consumers. 

ChaCha is a leader in consumer engagement. In 2010, 73 percent of ChaCha's mobile advertising campaigns resulted from renewals because engagement and response rates are demonstrably higher on ChaCha, as evidenced by numerous case studies across multiple channels. 

ChaCha is offering brands a variety of ways to leverage MMS including:

Deploying existing rich media content such as sports highlights, video ads, movie trailers, interview clips, music videos, logos, photos, contests and more;

((To see an example on your phone, SMS text "Twilight" to 21534))

Providing users with a text response code within a text message that launches video when consumers respond;

Showing a coupon for immediate local redemption using barcodes.

"ChaCha has grown to be the 'smart friend' millions of people turn to for all their answers, and now marketers can leverage these relationships by inserting media-rich ads in response to specific questions or keywords," adds Mr. Jones. "ChaCha MMS also enables marketers to capture device information so that audiences can be segmented by region, handset, or interest to achieve the highest return on investment. We are the only mobile answers service powered by humans, and are now the only one to provide MMS mobile advertising for our partners within an engaging one-to-one conversation." 

ChaCha ( answers who, what, when, where and why, and has emerged as the No. 1 way for advertisers and marketers to engage teens and young adults. Through its unique "ask-a-smart-friend" platform, ChaCha has answered nearly one billion questions since launch from more than 15 million unique users per month via SMS text (242-242™), online (, Twitter (@chacha), Facebook app, iPhone app, Android app, and voice (1-800-2-ChaCha™). Working with major brands such as Paramount, AT&T, Palm, Johnson&Johnson, P&G, Coca-Cola, McDonald's, Sonic, and presidential political campaigns, is one of the fastest growing mobile and online publishers according to Nielsen and Quantcast.

ChaCha was co-founded by proven innovator and entrepreneur Scott Jones and is funded by Bezos Expeditions; Morton Meyerson, former President and Vice Chairman of EDS as well as Chairman and CEO of Perot Systems; Rod Canion, founding CEO of Compaq Computer; the Simon family; and Jack Gill, Silicon Valley venture capitalist.

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