THAT TRANSFORMS CAPTCHA INTO BRAND ENGAGEMENT OPPORTUNITY
European launch partners include MasterCard and Unilever
Solve Media ( www.SolveMedia.co.uk ), the leader in online performance-based branding at scale, today announces the launch of its TYPE-IN™ online advertising in Europe. Early partners for this innovative ad technology within Europe include MasterCard and Unilever in deals that are the first of their kind in the EU.
Solve Media’s TYPE-IN™ advertising creates highly effective opportunities for brands to natively engage with consumers in CAPTCHA, display, video, pre-roll and mobile formats. Solve Media guarantees brand message delivery, increased recall rates and return on investment for advertisers; creates new revenue opportunities for publishers and improves the user experience for consumers.
300 million CAPTCHA challenge-response tests occur online each day, yet consumers find these tests complicated and confusing. In contrast, Solve Media’s cognitive advertising approach replaces the distorted words, numbers and phrases typically used for puzzle-based CAPTCHA human authentication systems with a simple logo, a brand message in quotes and an input box. Advertisers only pay for messages that have been both read and typed correctly, thus ensuring each TYPE-IN™ purchased has not only been read and comprehended by a consumer, but also repeated, resulting in far greater retention and impact. Engagement rates for TYPE-INs often exceed 40% – compared with rates of 1% or less for typical online display ads.
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From the consumer’s perspective, a memorable, plain-English brand message based on a product attribute, slogan or value statement is much easier to type than a distorted arrangement of letters or words, which consumers often enter incorrectly. Traditional CAPTCHA systems also take the average consumer 14-seconds to crack, equating to over 133 years of human activity each day, yet the average interaction for consumers when using the Solve Media platform is just seven seconds.
Ari Jacoby, CEO and co-founder at Solve Media said:
“Solve Media’s TYPE-IN™ platform is based on one of advertising’s age-old principles: engage with audiences where they already are, gain their attention with your message and help them recall it by having them repeat it. Top-tier brand marketers are the most discerning customers, and to date, we feel they have been under-served in Europe. MasterCard and Unilever’s move to work with revolutionary new advertising formats reflects increasingly widespread industry dissatisfaction with the effectiveness of existing advertising models and we expect to strike several more high profile European partnerships in the coming months.”
Solve Media’s TYPE-IN™ solution has enabled MasterCard to directly access consumer attention that was previously untapped. Instead of taking part in traditional CAPTCHA, consumers enter easy-to-type brand messages such as ‘MasterCard Anywhere’ on RyanAir.com and over 6,000 premium websites.
Guillaume Conteville, Business Leader, Europe Media, MasterCard says:
“Solve Media’s TYPE-IN™ solution has enabled MasterCard to directly access consumer attention that was previously untapped. comScore surveys proved that MasterCard’s TYPE-IN™ campaigns vastly outperformed the standard display industry benchmarks.”
Solve Media has also partnered with Unilever for an innovative form of consumer engagement on web properties such as Bauer Media websites and AOL Networks. Unilever recently compressed the size of its Dove, Sure & Vaseline deodorant cans and wanted to raise consumer awareness that the half-size compressed cans last just as long. Solve Media’s online advertising platform is being used to explain to consumers the new product range with the TYPE-IN™ phrase: ‘lasts just as long’ and has resulted in an awareness lift of 151% and an impressive click through rate of 3.62%.
Richard Brooke, Senior Communications and Buying Manager at Unilever UK and Ireland, said:
“For Unilever, it’s important to stay at the forefront of the advertising eco-system, particularly in the digital sphere. Type-Ins offer a new and innovative way of presenting our brands to our consumers, giving them a call to action with an engaging message and it proved very successful.”