Until this year, security for Web interactions meant copying distorted letters into “captcha” boxes to prove we weren’t spam robots. The software was initially developed by the Army; now it’s free shareware, and its not particularly effective. But Solve Media, a startup based in New York, has found a way to earn money on captcha boxes while making them easier to solve in the process.
Business-wise, it’s brilliant. Brands display an image and message; users type it in and proceed to the next level. Solve Media’s captcha ads have a 12 times higher message recall and a three times higher purchase intent than other forms of online advertising, according to independent research from the Wharton School. Engagement rates are 30 percent, compared with 3 percent for rich media and .15 percent or less for banner ads.
Solve Media’s captcha ads, which already include brands like Toyota, Gilt Groupe, Dr Pepper, and Groupon, are on the registration pages of more than 2,000 publishers. The company shares ad revenues with its site partners.
Continues at: Solve Medias Captcha Box Ads Are Both Brilliant and Evil | Adweek.
Related articles
- “Don’t Type” And 9 Other Awkward And Hilarious CAPTCHAs (businessinsider.com)
- NuCaptcha advertising network for video captchas launches self-serve platform (venturebeat.com)
- Researchers find irreparable flaw in popular CAPTCHAs (go.theregister.com)
- better ways to weed out spammers than CAPTCHA (ealnet2010a.wordpress.com)
- Are Complex Captchas Blocking Growth of Your Email List? (quickonlinetips.com)
