Captcha, a New Promotional Space for Brands

By September 19, 2011

Adyoulike proposes replacing the numbers and letters of these validation tests with an advertising message.

In order to communicate with customers, Adyoulike advocates using captchas. These tests, which verify that the user is a real human being, can be used as an additional medium for getting a message across, reckon the founders of the French company Adyoulike, which is currently exhibiting at the E-Commerce fair at the Parc des Expositions (Exhibition Centre) at Porte de Versailles in Paris. “This system enables advertisers to get even more out of the Internet by integrating advertising content into spaces which up to now have been used only for security. Web-publishers benefit too as they can now commercialise areas on their sites which used to be closed to sales,” Adyoulike co-founder Yohan Elmaalem told L'Atelier. Under this business model, a commission is paid to the host site for each captcha which is correctly resolved.

When a user gets involved, it sticks in the memory

The Adyoulike principle is simple. Here captchas are made up of promotional banners which contain a message between brackets, often the brand slogan. It’s this brand slogan that the user has to type in, in order to validate different kinds of contact forms or questionnaires. Yohan Elmaalem adds: “The applications are infinite. We’re starting with images but we can also use video, and interactive or expandable areas which start up when the user passes his/her mouse across one. You have to get the customer involved so that s/he retains a positive memory of the advertising.”According to a study carried out by Adyoulike in partnership with L'Oréal, due out soon, a majority of Internet users are in favour of this new marketing system, which effectively masks an operation seen up to now as being laborious and intrusive. In addition, the findings indicate that users retain promotional messages from captchas 12 times better than from traditional advertising banners.

And the security still works properly

But won’t simplifying the typography and the meaning of the captchas actually diminish the security of the process? According to Yohan Elmaalem, there’s no need to worry: “The security level is equal to that of a traditional captcha. We can get round the problem,he insists.For example, instead of concentrating on the capchta itself, you can check the time it takes to fill in the form to assess whether it’s a legitimate user that’s doing the typing. “If we calculate that a human being takes two minutes to complete a questionnaire and it’s done in 30 seconds, then it’s probably safe to say we’re dealing with a robot. Its attempt will be aborted by the system, and its IP address banned,” explained the Adyoulike director.


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