Unilever has become the one of the first companies to sign up for a new web ID system that uses ads rather than letter and number codes in capcha boxes.
MasterCard and Unilever are the 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.
Advertisers only pay for messages that have been both read and typed in correctly.
The full-screen, high-res ads ask consumers to type in a brand message in order to access content. Solve provides a similar service for web ads, turning the captcha into an ad.
In the case of Unilever, mobile users were asked to type in one of the Wish-Bone brand attributes – “sassy,” “tangy,” or “tasty” – in order to receive 24 hours of nonstop music on Songza.
Research conducted with Unilever showed 875 lift for purchase intent for Wish-Bone salad dressings, against comScore mobile norms of 23%.
The study also indicated a 122% lift in awareness, compared to comScore mobile norms of 48%, using the mobile Type-In platform.
The research surveyed consumers who had and had not been exposed to the ads.
Unilever UK and Ireland senior communications and buying manager, Richard Brooke, said: “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.”
Meanwhile, Mastercard used brand messages such as ‘MasterCard Anywhere’ on RyanAir.com and over 6,000 premium sites.
Guillaume Conteville, business leader, Europe Media, MasterCard, added: “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.”
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.”