Posts Tagged ‘online’

Thinking Captcha

Monday, September 20th, 2010

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?

Tangled Web

Monday, August 9th, 2010

So around 11pm last night, I fell into a trap that I encounter at least once a month. I logged on to the internet with simple intentions (in this case, I was looking for a David Gray video) and then, three hours later, I look at the clock and wonder where the time went.

There are probably much more productive things to do with my time, such as sleeping, than watching third-rate cover versions of songs performed in a dorm room but sometimes I can’t help but click on some of YouTube’s “Suggestions” only to travel down that never-ending path of tangentially related videos. You know what it’s like: you find music videos from the artist then you find live performances which have too much crowd noise so you find a better recording after which you find an acoustic cover…it never seems to end!

The thing is, when I do go on one of these multiple-hour web binges, I never go scouring the web from topic to topic. Instead, I usually spend hours looking at essentially the same thing. I wonder if a website’s suggestions/related items feeds into my OCD tendencies? In the past, I’ve also been guilty of losing track of time while:

  • Browsing Flickr: I’ll see a contact’s recent upload and check it out and then I’ll see what groups the user put the picture in and then it’s all over. I start looking at group submissions and find all of these random groups and discover new photographers.
  • Facebook Hunting: Sometimes I’ll get inspired and try to remember as many people from my past, like high school, and then I can spend hours trying to find them on Facebook. Don’t tell me “Facebook stalking” isn’t one of your pastimes!
  • Cleaning iTunes: I do this so rarely that when I do commit to doing it, it’s a huge ordeal. I need to make sure every song has cover art, every title is capitalized appropriately and I even check that the volume levels are equal. I can’t explain the level of satisfaction I get once I’m done!

This post is part confession but hopefully also the start of a support group for people who find themselves doing the same thing. I can’t be alone in this — What sort of sites do you get trapped in when you’re online?