Type-in Ads Deliver 11x Improvement in Brand Awareness, 8x Increase in Purchase Intent for Advertisers

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Brand performance study shows Solve Media type-ins outperform standard display advertising in five key brand metrics

“In my fourteen years in digital marketing, I’ve never seen a solution like the type-in ad that so consistently and significantly impacted brand advertising metrics,” said Song. “Solve Media delivers both performance and brand lift."

New data from AnalyticsDNA finds that Solve Media’s proprietary type-in advertising platform delivers a 52 percent lift in brand awareness, as well as double-digit lifts in other key brand metrics like brand association (65 percent lift), brand recall (67 percent lift), brand favorability (38 percent lift) and purchase intent (24 percent lift). Type-in ads outperform standard display metrics across the board, delivering seven times the brand recall and eleven times the brand awareness when compared to static banner ads, according to Young-Bean Song, principal and founder of AnalyticsDNA.

“In my fourteen years in digital marketing, I’ve never seen a solution like the type-in ad that so consistently and significantly impacted brand advertising metrics,” said Song. “Solve Media delivers both performance and brand lift—something that has eluded the online advertising industry for too long.”

The brand performance study surveyed 43 ad campaigns running across Solve Media’s platform over the course of a year. The campaigns were measured across key advertising metrics including: brand awareness, message association, ad recall, brand favorability and intent to take action. Results from the study showed that type-in advertising drives particular success in “upper funnel” metrics like brand awareness and ad recall.

While all brands saw double-digit lifts in the brand advertising metrics measured, tier-one brands leveraging type-in ads performed particularly well. Tier-one brands (defined in the study as “Fortune 500-type” companies) saw even greater lift in brand awareness (77.5 percent), association (71 percent) and favorability (44.8 percent) than most tier-two brands. The study also compared type-in ad campaigns across verticals. CPG brands performed particularly well, outperforming all other verticals with a 146% campaign awareness lift, while media and entertainment brands saw a 73% campaign awareness lift.

“Solve Media is focused on connecting with passionate consumers where they are already engaged to deliver simple, memorable brand messages that impact consumer awareness and brand interest in a measurable way,” said Ari Jacoby, CEO of Solve Media. “This AnalyticsDNA study validates the successes we’ve seen since our launch last year and proves that type-in ads provide a significant benefit for both advertisers and publishers.”

Type-in advertisements are engagements that ask users to enter information, like a brand message or marketing slogan, into a field in order to access content or complete a web form. For all campaigns analyzed in the study, CAPTCHA boxes intended for human authentication on websites were replaced with an ad containing a simple logo, a brand message in quotes and an input box.

Research Methodology
The study completed by AnalyticsDNA involved campaigns from 43 distinct brands that ran between August 2010 and August 2011.

The survey questions analyzed:

  •     Brand awareness: the extent to which a brand is recognized by potential customers and is correctly associated with a product
  •     Message association: the extent to which a brand is correctly associated with a particular marketing concept or campaign
  •     Ad recall: remembrance of an ad campaign that has been heard, seen or otherwise experienced
  •     Brand favorability: the preference of specific brands or value perception in a particular category
  •     Intent to take action: the intent to purchase or participate with a particular brand

For more information on the study methodology or to download the full findings, visit: http://www.solvemedia.com/AnalyticsDNA_study.html

Young-Bean Song is the principal and founder of AnalyticsDNA, a Seattle-based strategy and analytics consultancy. Prior to founding AnalyticsDNA, Song served as the vice president of analytics at Atlas, part of Microsoft Advertising. While at Atlas, Song founded the Atlas Institute, which published over 50 research studies on ad effectiveness and measurement.

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 platform leverages a CAPTCHA authentication for brand messaging to bring unprecedented consumer engagement. With the platform, 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. http://www.solvemedia.com


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Haley Cook
Horn Group
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