Top news and emerging ideas in display advertising, delivered every Monday.
Solve Media Makes Its CAPTCHA Ad Validation More Mobile Friendly With Gestural Technology
Solve Media, the company that enables simple, branded CAPTCHAs on digital display and video advertising to engage users and verify that ads are seen by humans rather than bots, has updated the mobile version of its ad validation software. Now, users on smartphones and tablets can choose to double tap or swipe on an ad for activation rather than typing a brand message in the CAPTCHA field.
Microsoft/Nokia has been testing the new Gestural TYPE-IN ad solution for touchscreens, using it to highlight the zoom feature on the Nokia Lumia 1020 phone starting in late 2013. When a user double taps on the ad or enters the brand phrase “Zoom. Reinvented”, the ad activates to demonstrate the phone’s the zoom capabilities. Solve Media says the campaign led to a 93 percent lift in awareness.
“We were very impressed with Solve Media’s new gestural technology and are excited to be the first to utilize it in Europe,” Tara Powadiuk, EMEA Media Group Manager for Microsoft told Solve. “The gestural technology was a great way to show the ‘zoom’ feature in an engaging way, one of the great selling points of the phone. In addition, we were able to achieve an amazing lift in awareness in multiple countries over a short period of time, all while being sure that we paid only for human performance.”
Ads are priced on a cost-per-engagement basis. You can try out the gestural format on a touchscreen device here.