RSS feed Get our RSS feed

News by Topic

BizReport : Advertising archives : November 25, 2011

The case for CAPTCHA ads: Study finds increases in all brand categories

Those little boxes next to online forms, blogs and sign-up sheets aren't good for anything other than a headache, right? Wrong, actually. New data from market leader, Solve Media, finds the case for CAPTCHA-based ads is gaining momentum.

by Kristina Knight

Solve Media launched their TYPE-IN ad solution last year; it allows brands to advertise in those small security/authentication boxes. The ads ask consumers to enter specific information, for example, a brand message or marketing slogan, rather than those weirdly-formatted number-letter combinations. Once the information is entered, the consumer gains access to the content, web form, etc.

They've found consumers using TYPE-IN ads show a 52% increase in brand awareness, 65% lift in brand association and a 67% increase in brand recall. More than a quarter of respondents also showed increased levels of brand favorability and purchase intent.

Other interesting findings include:

• 'Tier One' (Fortune 500-type) brands saw 77% increase in brand awareness
• Tier One brands also saw 71% increase in brand association
• Tier One advertisers saw a 44.8% increase in brand favorability
• Consumer Packaged Goods (CPG) brands saw 146% campaign awareness increases
• Media/Entertainment brands saw 73% campaign awareness increases

"In my fourteen years in digital marketing, I've never seen a solution like the type-in ad that so consistently and significantly impacted brand advertising metrics," said Young-Bean Song, principal & founder at AnalyticsDNA. "Solve Media delivers both performance and brand lift--something that has eluded the online advertising industry for too long."

Researchers surveyed 43 campaigns running across Solve Media's platform over the past year to reach their conclusions.

Tags: ad trends, captcha advertising, Solve Media, type in ads

Subscribe to BizReport

  • Max Sobol

    There is an error in this story. The Principal and CEO of Solve Media is Ari Jacoby.

  • Confused

    Young-Bean Song is the principal and CEO of Solve, and also conducted the third party study that they base their claims on? Seems like the results might not be objective.



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.