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 Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

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

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Resources

Jobs

    • Copywriting & SEO Specialist
      Copywriting & SEO Specialist (HeBS Digital) - NEW YORKJOB DESCRIPTION     JOB TITLE:         ...
    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...