Solve Media Launches 'Solve Media Insights' Survey Technology

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Surveys Measure Consumer Engagement and Brand Message Recall Generated by TYPE-IN Ads; Results Tallied and Certified by comScore AdEffx

Solve Media

Ari Jacoby, CEO of Solve Media added: “Solve Media Insights enable advertisers to get concrete, actionable data that demonstrates the effectiveness of the TYPE-IN platform in getting consumers to interact with and recall a brand message.

Solve Media, the TYPE-IN™ advertising company, today launched Solve Media Insights, a new feature integrated into its flagship TYPE-IN advertising platform that offers efficient, in-unit survey capabilities for type-in ads. Solve Media Insights allows advertisers to survey consumer interactions with CAPTCHA ads in order to measure how effectively consumers remember the key brand messages they have typed in. Top brands such as Toyota have already used Solve Media Insights to provide fast and reliable brand lift metrics for their TYPE-IN advertising campaigns. Results are tabulated and validated by comScore AdEffx as a tool for measuring campaign performance.

Solve Media Insights uses a link inside of a TYPE-IN ad unit to recruit survey respondents on an opt-in basis. This methodology produces an average of ten (10x) times the survey respondents in a fraction of the time, compared to the industry average. TYPE-IN ads replace the 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. Those who viewed the TYPE-IN ad and elected to take the survey comprised the exposed group, while individuals who were not exposed to the TYPE-IN ad and opted into the survey comprised the control group. The resulting differences in survey responses illustrate the impact of TYPE-IN advertising on consumers’ ability to recall brand messages online. Individual campaign results are consistent with recently published research in the International Journal of Integrated Marketing Communications, which found that type-in ads produced double the amount of brand recall and 12 times the message recall of standard banner advertisements.

“As more brand advertisers run type-in ads as a part of their online advertising campaigns, they are looking for a way to measure the value of this ad platform,” said Erin Hunter, executive vice president at comScore. “We are pleased that AdEffx can help Solve Media provide a powerful, unobtrusive way to validate message impact and consumer recall of type-in ads for the industry.”

Toyota used Solve Media Insights to measure the effectiveness of its January 2011 campaign about Toyota Care, the company’s complimentary maintenance plan with 24-hour roadside assistance. Toyota designed a survey question about the Toyota Care program and five potential survey answers around the brand message. The survey was then served by Solve Media to nearly 2,000 respondents who opted-in to it. Of those who viewed a Toyota TYPE-IN ad during the campaign, 55 percent correctly chose Toyota Care as Toyota’s complimentary maintenance program, compared to just 40 percent of those 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.

Ari Jacoby, CEO of Solve Media added: “Solve Media Insights enable advertisers to get concrete, actionable data that demonstrates the effectiveness of the TYPE-IN platform in getting consumers to interact with and recall a brand message. In addition to the academic research that supports the performance of TYPE-INs, our partnership with comScore provides advertisers with campaign-specific performance metrics that prove TYPE-IN ads positively impact brand message recall. This makes it easy for media buyers to justify TYPE-IN campaign spends.”

Solve Media was founded by veteran entrepreneurs and technologists focused on innovative Internet advertising solutions. The Company’s proprietary online advertising system, the TYPE-IN™ was designed to create new and highly effective opportunities for brands to advertise online. The system leverages CAPTCHA authentication for brand messaging to bring unprecedented consumer engagement. With the solution, Solve Media: guarantees brand message delivery and increases recall rates and return on investment for advertisers; creates new revenue opportunities for publishers; and simplifies the authentication process for consumers. Backed by First Round Capital, New Atlantic Ventures, AOL Ventures and prominent angel investors, Solve Media is based in New York City and Philadelphia.

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