Other sites have been particularly interested in the way we’ve been embedding advertising in our widgets, creating an interactive ad that produces better results for our partners than a traditional display ad. Take Meebo, for instance:
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- It may seem like a simple add-on to Meebo’s Web messaging communications service, but challenges exist. Troubling economic times are not the safest time to try something new and different, because there are no guarantees that it will boost time spent with brands–but [Director of Business Development Stephanie] Quay believes Kwanzoo’s quiz widget will engage users similar to the way videos do. “We think they’ll have more fun,” she said. “Any time you provide users with something interactive it typically increases their time spent on the site or with tools.”
Positive feedback from a six-week test and an entrepreneurial attitude to try something new led Quay to sign an annual contract with Kwanzoo. The widget will serve up questions around celebrity, sports and TV/film.
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- If you’re a trivia quiz addict, you could easily lose hours of your life at Kwanzoo. One of the “addictive” qualities of the Kwanzoo quizzes is the countdown timer – I don’t know about you, but something about a countdown timer makes me feel… crazy. I just can’t help myself. I can’t watch that countdown timer tick down and not do something.
A powerful feature of Kwanzoo is that users can develop their own quizzes (containing whatever content they want) and embed them on their websites. So advertisers and marketers can develop their own quizzes about products or brands that build brand consciousness. Research on the existing Kwanzoo marketing-related quizzes shows that they get 10 times higher click through rates than display ads. My guess is that it’s the combination of the semiotics of the appearance of a quiz and the countdown timer. People just can’t walk away from a challenge.
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- Users can build quizzes by searching for pre-written questions from their favorite topics or by inputting their own questions. Each quiz consists of five or ten questions, and don’t display an ad (or “call to action”) until after the questions have been completed. And while ads may not be readily visible when the quiz is displayed on a page, they are much better at grabbing the viewer’s attention than traditional banners, which users have trained themselves to ignore.
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- Even if you’re not an advertiser and you’re just looking for a fun way to pass the time, or if you’re one of those meme fanatics who simply has to take the hot, new quiz and display the results on your Facebook profile, Kwanzoo can help. Best of all, when you show off how well you did on the quiz, you can let your friends take the quiz themselves and see how they stack up with your results.
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- Think you know your fair share of horror-film trivia? Kwanzoo, a site that hosts entertainment-related trivia games, will surely test you. Go to the Movies & TV section and click on the Horror tag to answer over 2,000 horror trivia questions. See if you can answer this one: How long does it take to die following exposure to Samara’s video in The Ring? Even more, you can download the Halloween Movie Quiz widget and embed it on your site. New questions served daily.
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Over the next few days, we’ll take a look at a few of the companies we’ve partnered with and how they’re using us to boost ad revenue. Stay tuned!
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