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Proving you’re human online usually involves keying distorted characters into a text box (the deciphering of which takes, on average,14 seconds). But now marketers can make this authentication easier on their online visitors, while seriously elevating brand and message recall in the process.
Earlier this year, research published in the International Journal of Integrated Marketing Communications stated that online ads asking the user to enter information (such as a key message, brand name or tagline) instead of captcha verification delivered double the amount of brand recall … and approximately 12 times the message recall (compared to 32.3% and 3.1% for static ads).
That’s a 1,200% greater message recall than a static ad. Simply by asking your audience to type your message accurately.
This cognitive approach to online ads is the brain child of Solve Media, which launched the platform last September. Brands like Toyota, Microsoft, Expedia, Dr Pepper, and Universal Pictures have already jumped on board.
Source Media says their TYPE-IN™ ads also offer “robust functionality including brand survey and insight research capabilities, engagement analytics, video, rich media and clickable ad units.” With all that, and through-the-roof recall numbers, there’s never been a better reason to put captcha’s out to pasture.
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