Solve Media, the TYPE-IN advertising company, has launched Solve Media Insights to offer marketers and advertisers the ability to survey consumer interactions with CAPTCHA ads and measure the effectiveness of consumer recall of key brand messages typed in, as seen in the above video.
Toyota tested the product for its January campaign to promote Toyota Care, its free maintenance plan with 24-hour roadside assistance. A survey with five possible answers to gauge recall was served, by Solve, to nearly 2,000 opt-in respondents.
Viewers of a Toyota TYPE-IN ad during the campaign correctly chose Toyota Care as Toyota’s complimentary maintenance program 55% of the time, compared to 40% of people who did not view the ad.
“Our Toyota Care program is an important component of the Toyota brand, and we believe that Solve Media’s TYPE-IN ad platform provided a strong online advertising vehicle to ensure consumers engaged with our ad and remembered our message,” said Kim Kyaw, senior media strategist for Toyota in a statement.
Solve Media Insights methodology, according to the company, produces an average of ten times the survey respondents in a fraction of the time, compared to the industry average.
TYPE-IN ads replace distorted words, numbers and phrases typically used for puzzle-based CAPTCHA authentication systems with a logo or video, a brand message in quotes and an input box.
According to the International Journal of Integrated Marketing Communications, type-in ads produced double the amount of brand recall and 12 times the message recall of standard banner advertisements.
Ari Jacoby, CEO of Solve Media commented: “Solve Media Insights enable advertisers to get concrete, actionable data that demonstrates the effectiveness of the TYPE-IN platform…Our partnership with comScore provides advertisers with campaign-specific performance metrics that prove TYPE-IN ads positively impact brand message recall.”