MasterCard and Unilever have been unveiled as early partners for Solve Media’s Type-in advertising, which creates opportunities for brands to engage with consumers in Captcha using display, video, pre-roll and mobile formats.
Despite 300 million Captcha challenge-responses taking place each day consumer feedback shows many find the distorted words and letter complicated and confusing. In contrast, Solve Media’s cognitive advertising replaced the distorted words, numbers and phrases used for Captcha human authentication and replaces them with a simple logo, a brand message and an input box.
Advertisers only pay for messages that have been both read and typed in correctly.
“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,” commented Guillaume Conteville, business leader, Europe Media, MasterCard, who used bran messages such as ‘MasterCard Anywhere’ on RyanAir.com and over 6,000 premium sites.
Unilever UK and Ireland senior communications and buying manager, Richard Brooke, added: “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.”
Of the solution, 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.”