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BizReport : Advertising archives : February 17, 2011

Report: Type-In ads boost brand recall

A different ad type may give brands a boost when it comes to recall. According to a recent study by Keith E. Niedermeier, Ph.D. and Corey Pierson, type-in ads boosted brand recall by 65% and message recall by 35%. That is double the brand recall and 12 times more message recall compared to static ads.

by Kristina Knight

The study is similar to results from Solve Media's TYPE-In ad platform, which has seen engagement rates by 40%. The platform offers static and video ads rather than distorted letter or number captchas.

"[These results] suggest that online ads in a more interactive format like type-ins could play an important role in creating brand awareness and reinforcing brand messages," was written in the report. "We feel that type-ins may have a particular utility in replacing captchas for submissions."

What is a type-in ad? An interactive format requiring the consumer to enter some type of information, for example a slogan or code, to access some type of content. The content could be video or product related or might complete a full website form, giving advertisers many options to reach interested buyers.

"Dr. Niedermeier and Mr. Pierson's study validates what advertisers and publishers have already learned about advertising effectiveness," said Ari Jacoby, CEO of Solve Media. "The TYPE-IN solution is based on simple, timeless principles of advertising that enable brand marketers to target attentive consumers with certainty that their message is received and understood so that it can be recalled at the purchase decision point. Type-in ads provide that. Banner and pop-up ads cannot."
The researchers polled more than 200 undergraduate and graduate students in two large US universities as well as come 'general' Internet consumers in the US.

Tags: ad formats, interactive advertising, online advertising, Solve Media, type-in ads

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