August 3, 2015 –Now, advertisements to ‘captcha’ the minds of consumers
Hygiene products major Oral-B was looking to promote its new automatic toothbrush, while European airline Lufthansa wanted to establish itself in the minds of consumers.
Both did an advertising campaign with NLPCaptcha, a digital advertising platform that ensures consumers not only see the ad, but also engage with it.
“Corporates have realised there is a growing number of non-human traffic crawling the web. These are online bots, which are pieces of codes capable of imitating online browsing behaviour of real humans,” said Amit Mittal, Founding Partner and CEO, Simpli5d Technology.
Stating that these automated bots “keep on crawling the web and consume billions of ad impressions on various websites,” Mittal said this leads to “advertisers spending huge amount of money on non-human traffic”.
In order to get consumers’ 100 per cent focused attention as well as a high recall for the brand, the firm launched NLPCaptcha.
“Our patent pending NLP technology differentiates between these bots and humans, and acts as a gatekeeper, not allowing these bots to pass through, thus saving money of advertisers,” he added.
The Wharton School, University of Pennsylvania, did a research on Captcha advertisements, and found that on an average, Captcha advertisements increased brand recall by 111 per cent and message recall by a factor of 12x compared to the same creative being displayed as static banner advertisements.
Mittal added that most online publishers tend to use Captcha as a security tool. However, while a Captcha code urges consumers to fill in a particular word or phrase, NLPCaptcha asks consumers to add either the brand’s tagline or other information connected to the brand.
“Captcha is a mere security tool, and offers a neglected inventory. NLPCaptcha, on the other hand, provides enhanced security using Natural Language Processing, premium inventory and new revenue streams,” he added.
With advertising fraud – the practice of falsifying website traffic count or activities using deceptive tactics – being a top concern, the firm has got into digital anti-fraud technology.
Mittal pointed to statistics that showed that $6 billion were wasted in 2014 on serving ads to a non-human audience, a trend that is growing at 22 per cent year-on-year.
Both Lufthansa and P&G, for Oral-B, used the Simpli5d platform. The objective of the Oral-B campaign was to promote the new automatic Oral-B toothbrush.
In the case of Lufthansa, it was aimed at strengthening the brand in India.