captcha

Startup Transforms Annoying Captchas Into Ad Opportunity

  |  September 20, 2010   |  Comments

Solve Media aims to address a common consumer headache while providing a new revenue source for publishers.

captchaWith a new ad platform unveiled today, start-up Solve Media aims to address a common consumer headache while providing a new revenue source for publishers.

Solve's TYPE-INTM platform provides an alternative to the Captcha (define), that computer-generated box of wavy type commonly used by publishers to authenticate users when they register or comment.

Consumers hate the durned things, and Solve says that they take an average of 14 seconds to complete. TYPE-INTM promises to cut that time in half. The ad platform replaces the blurry letters and numbers with a display ad that includes a phrase in quotes which site visitors need to type to authenticate themselves. For example, instead of the black-and-white text box, a site visitor might see a full-color ad with a photo for Toyota, and be asked to type in "Star Safety System."

The requirement to type in the ad's key message shows that the consumer has read and comprehended the content, Solve claims. The company says engagement rates have exceeded 40 percent, compared with an engagement rate of 1 percent or less for typical digital display ads. Advertisers pay only for correct entries.

Marty Collins, emerging media lead at Microsoft, said in a press release that TYPE-INTM accesses previously untapped consumer attention. "Our recent Internet Explorer campaign saw 41 percent brand lift for safety attributes, which was substantiated in our recent comScore report," he said.

Solve Media’s platform includes brand survey and insight research capabilities, engagement analytics, the ability to target, re-target and re-market, as well as video and rich media ad units.

The company is backed in part by AOL Ventures, and it says that Toyota, Microsoft, Universal Pictures, AOL, Tribune, and Meredith Publishing have signed on.

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Business Intelligence and Reporting Analyst
      Business Intelligence and Reporting Analyst (Stansberry and Associates) - BaltimoreStansberry and Associates is seeking a driven individual to fill...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...