Branded Captchas

Solve Media offers Type-in ads as an alternative to the captchas that have become so prevalent online. Based on the idea that one of the few times in which we give our undivided attention to any online message is when we type in a captcha, Solve Media has replaced the standard random letters and digits with a brand message. According to a report , http://www.mediapost.com/publications/article/159976/, which analyzed several Type-in campaigns, these new captchas appear to be very successful at increasing brand awareness and recall, although more so for Fortune 500 companies than for new brands. What is most interesting about Type-ins is that they are a new type of advertisement and one that is specific to the online experience in that the user is forced to engage with brand message. Perhaps the success of Type-ins will encourage different forms of online advertisements that move beyond passive viewing or the quasi-interactivity of clicking on an online ad.