October 9, 2013

Catching up with CAPTCHA ads

Posted by: in Things To Watch

On our list of 100 Things to Watch in 2011, we forecast that brands would start leveraging CAPTCHAs—the distorted letters that must be typed into a box to proceed with a purchase or other online activity—by requiring users to type in relevant words or slogans. Solve Media, the company that’s been touting this idea, said in June that its so-called Type-In ads racked up 1 billion-plus engagements last year and that it expects to reach 4 billion in 2013.

Now there’s another idea in this space: PlayCaptcha, from Future Ad Labs in London, gamifies the process. For instance, a Heinz game requires visitors to add some virtual Salad Cream into a sandwich, and users must clean a dirty digital penny by dragging it to a bowl of Reckitt Benckiser’s Cillit Bang. Engagement, which is less annoying than deciphering bizarre lettering, is guaranteed. —Marian Berelowitz

Image credit: futureadlabs.com

1 Response to "Catching up with CAPTCHA ads"

1 | Alejandro Tortolini

October 11th, 2013 at 3:32 pm

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The “bizarre lettering” that articles mention are letters that an OCR process missed after being scanned. I mean, the purpose of the captchas is getting the help of humans in a process of book´s digitalization.
PlayCaptcha may be fun, but I don´t see it helps nobody else but the owner of the product.

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