We’ve told you about what Kwanzoo is doing with WhatTheyPlay and Glam Media. Let’s take a look at what we’re doing with web-based instant communications company Meebo.com.

Meebo lets people IM from a web browser, supporting everything from the standard AOL Instant Messenger and Google Talk to Jabber and ICQ. The Meebo leaderboard ad unit runs at the bottom of the IM window.

Meebo ran a two-week trial with Kwanzoo where Meebo users saw a leaderboard ad with links to Kwanzoo entertainment quizzes.  The tests proved to be a success. When a user clicks on the leader board ad, it expands to a larger window that displays Kwanzoo’s quizzes with ad units around the window for sponsors and advertisers.

Our Meebo test run confirmed that Kwanzoo quizzes saw about ten times the clickthrough rates of comparable display ads. The Meebo leader board ads for Kwanzoo quizzes also showed comparable click thrus and engagement to regular video leaderboard ads. What we’ve confirmed is that quizzes are interesting to users, period.

We’ve integrated Kwanzoo’s quizzes on Meebo with their DoubleClick ad server so that Meebo can provide contextual quizzes, and the appropriate sponsor ad units with the quizzes.

Besides the straight scored quizzes, we can also integrate challenge-style game quizzes into Meebo. You may have seen these on the front page of Kwanzoo, or in one of Matt Kimel’s football blogs.

In a sponsored challenge game quiz, we see people pulling in friends to contribute to the team score, something Meebo is uniquely positioned to do. Meebo’s social environment facilitates people visiting for the express purpose of talking to their friends.

Our library of entertainment trivia is, as always, available to sponsors and advertisers to serve “out of the box”.  In addition, we enable sponsors, advertisers and publishers to create their own custom quizzes that can then be served back out to users on Meebo.com.  A company in fashion and apparel that’s targeting Meebo’s younger female audience might use Kwanzoo’s new personality quizzes to ask users, say, what kind of shoe or accessory lover they are.

If you’re looking for quiz-based engagement and advertising solutions and like our Meebo story, you can, as always, find more information on our partner page.

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