We’ve all been there before – you’re ready to make a purchase from a website or it’s time to download something and you encounter the Captcha form. Instead of the random words (often complete jibberish), what if this space was used for advertisers?
There was an article on AdAge.com today about Solve Media, a year-old company who is looking to capitalize on this space. Instead of typing in the randomly-generated words, their “type-in” ad unit asks the user to enter a phrase from a company’s ad in order to proceed through check-out, get information, etc. I think that this is a great idea for advertisers; it essentially forces a user to notice an online ad where they may have ignored it otherwise.
Solve Media’s website has a White Paper about an experiment they did where they measured the ad recalls for type-ins compared to “traditional” online ads. In their study, users read an article and then took a poll. One group saw an ad as an interstitial between pages in the article and the other group saw the exact same creative but were asked to enter a phrase from the banner into the Captcha form in order to vote in the poll. After watching a five-minute video, the users were then asked two questions:
• “If you can recall seeing an advertisement, what was the brand?”
• “If you can recall the message of the advertisement, what was that message?”
Their findings were that, on average, type-ins increased brand recall by 111% and message recall increased 12x. Also important is the fact that user surveys showed that the type-ins did not have a significant impact on user experience. Since Captchas are accepted as part of the online experience, it makes sense that a user doesn’t really care what they’re typing. To read more about the study, you can find it here.
I know people often ask “Is there anywhere people won’t advertise?” but I think that this time it works. Why not take advantage of this space in the online world if we have to type something in anyways? It also makes me wonder what unexpected places we might find advertisers next?