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BizReport : Advertising : 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








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  • 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.





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