Como todos sabemos el spam en la red es muy recurrente y hace que cada vez más usuarios se cansen de este tipo de publicidad. Hace rato los usuarios dejaron de creerle a los anuncios que prometen premios por ser el usuario número ¡1.000! o a los banners, ya casi cualquier información comercial que llegue al correo es catalogada como spam, este tipo de publicidad logra espantar a los usuarios y generar cada vez más desconfianza a la hora navegar tranquilamente por la red. Las estrategias de comunicación tienen que ser muy fuertes y llamativas para que los usuarios no se sientan saturados y vean cualquier tipo de publicidad como spam.
Además hay empresas especializadas en generar correos spam de forma masiva, que habitualmente se crean por medio de buscadores, foros, blogs ingresando información falsa y actuando como “personas” a la hora de ingresar o postear algún tipo de información, para evitar que se genere una mayor cantidad de spam se han inventado varios mecanismos uno de los más conocidos y efectivos son los “captchas”. Pero, ¿qué son los captchas?
Los “captchas” son aquellos cuadros de texto en los que los usuarios deben que poner letras o números específicos al entrar a determinadas páginas web para justificar que son personas y no maquinas que entran a las páginas, se pueden generar en cualquier portal por medio de esta página web http://www.captcha.net/ gratuitamente o codificarlo, pueden ver este tutorial y aprender a hacerlo http://www.youtube.com/watch?v=h8vDVENYrAY&feature=related.
Pero una agencia llamada Solvemedia ha dado un paso más allá y decidió convertir a los “captchas” en un nuevo medio publicitario, cómo lo hicieron, este video nos muestra de una forma divertida lo útil que es esta herramienta y lo desaprovechada que estaba siendo.
Solvemedia es una agencia que vio la oportunidad de suplir todas las desventajas que tenían los “captchas,” el tiempo que el usuario pasa en frente de un “captcha” tratando de descifrarlo da toda la oportunidad de mostrar un mensaje publicitario, además cuando se habla de “captchas” a los usuarios en general (aunque saben que es un bien común) les molesta tener que adivinar que letras están en el recuadro, así que Solvmedia les dio la solución, mensajes publicitarios en el espacio del “captcha” y al parecer a dado muchos resultados.
Pues esta es una herramienta que ahora están aprovechando las marcas para generar un nuevo medio publicitario, haciendo que en vez de salir letras que el usuario tenga que descifrar, lo que aparezca sea el logo de una marca, esto ya es un hecho, las ventajas que presenta una herramienta como esta, por ejemplo, según un estudio de la “Wharton School of Business” dice que las personas recuerdan más los anuncio en los que escribieron que en los que solo vieron publicidad, así que se que con los “captchas” se llega a la base de la publicidad que tener un mayor nivel de recordación al escribir sobre un anuncio que al solo ver verlo, en una entrevista a Jacoby un representante de la agencia Solve Media que dice que por día se completan alrededor de 280 millones de “captchas” y tardan alrededor de 14 segundos en ser descifrados, mientras que con la tecnología del Type in Ad (método que usa la compañía para mostrar la publicidad) se podría reducir este tiempo a la mitad.
Aunque no todo es positivo, ya bloggers han hablado del tema y algunos ven a los “captchas” como una forma mucho más invasiva e inescapable de mostrar publicidad, para que el usuario pueda acceder a determinada página o formulario se ve forzado a repetir las frases publicitarias o sea lo que sea que diga la pieza, lo cual para algunos usuarios puede ser positivo mientas que para otros invasivo.
Pero esto no ha sido impedimento para que las grandes marcas hayan decidido invertir en este tipo de publicidad, ya que marcas como Toyota, Microsoft, Internet Explorer, AOL, Tribute y Universal Pictures, que no son marcas cualquiera ya están invadiendo este nuevo mercado, se pueden ver tanto videos como imágenes en los “capchas” publicitarios.
Solve Media lo mostrará en alrededor de 300 sitios según Jacoby y cobra alrededor de 25 a 50 centavos por “captcha” lo cual divide con la página web en la que se paute. Todo parece ser un éxito, ya bastantes medios han hablado de la nueva tendencia en los “captchas” como The Wall Street Journal y Advertising Age. Así que juzguen ustedes, ¿que tan efectivo puede ser este tipo de publicidad? El tiempo lo dirá.
Links
http://www.marketingnews.es/internacional/noticia/1051067028505/ultimo-publicidad-online-captchas.1.html
http://www?.marketing?news.es/in?ternaciona?l/noticia/?1051067028?505/ultimo?-publicida?d-online-c?aptchas.1.?htm
http://www?.marketing?news.es/in?ternaciona?l/noticia/?1051067028?505/ultimo?-publicida?d-online-c?aptchas.1.?html
http://jba?rreto.com.?ve/blog/20?10/09/23/l?oultimoenp?ublicidad-?captcha/
http://www?.mkt.net.v?e/home/190?-lo-ultimo?-en-public?idad-onlin?e-los-capt?chas-o-el-?sistema-de?-autentifi?cacion-de-?usuarios-.?html
http://www.solvemedia.com/press.html
http://blogs.wsj.com/digits/2010/09/20/an-online-ad-thats-tough-to-ignore/
http://www.youtube.com/watch?v=e2MWpewuBq0&feature=related
http://www.youtube.com/watch?v=ABVCfo7X9uI
http://www.brandfreak.com/2010/09/captchas-poised-to-become-advertising-copy-not-just-gibberish.html
http://blogs.wsj.com/digits/2010/09/20/an-online-ad-thats-tough-to-ignore/
Autor: Natalia Manrique
Artículo creado para Producción Hipermedial
Carrera de Publicidad
Universidad Central
También hay en habla hispana, los chicos de http://www.publicaptcha.com han hecho eso también y creo que mucho antes que solvemedia.
En LatAm PontaMedia están liderando el mercado con este formato. Además sus diseños y producto es superior a SolveMedia y cualquier otro captcha. Lo digo por experiencia
Heya i’m for the primary time here. I came across this board and I in finding It really useful
& it helped me out much. I’m hoping to give something back and help others
such as you aided me.
When someone writes an post he/she maintains the idea of a user in his/her mind that how
a user can be aware of it. Thus that’s why this paragraph is perfect.
Thanks!
Great goods from you, man. I’ve be mindful your
stuff previous to and you are just too excellent.
I actually like what you’ve received right here, really like
what you are stating and the way wherein you say it. You make it enjoyable
and you still take care of to keep it smart. I can’t wait to read far more from you.
This is actually a great web site.
Hi would you mind letting me know which hosting company you’re working with?
I’ve loaded your blog in 3 different internet browsers and I must say this
blog loads a lot quicker then most. Can you suggest a good internet
hosting provider at a reasonable price? Cheers, I appreciate
it!
Undeniably imagine that that you stated. Your favourite reason appeared to be on the net the simplest factor to take into account
of. I say to you, I definitely get irked at the same time as
people think about issues that they just don’t know about.
You managed to hit the nail upon the highest as neatly as outlined out the
entire thing with no need side-effects , people can take a signal.
Will probably be back to get more. Thanks
Excellent write-up. I absolutely love this site. Continue the
good work!
My family every time say that I am killing my time here at net, however I
know I am getting know-how all the time by reading thes fastidious
posts.
Good day! I could have sworn I’ve been to this blog before but after checking through some of the
post I realized it’s new to me. Anyways, I’m definitely glad I found it and I’ll be book-marking and checking back often!
An impressive share! I’ve just forwarded this onto a co-worker who had
been doing a little homework on this. And he actually bought me breakfast due to the fact that I discovered it for him…
lol. So let me reword this…. Thanks for the meal!!
But yeah, thanx for spending time to talk about this subject
here on your site.
I love it whenever people get together and share views.
Great site, stick with it!
If you are going for finest contents like me, simply visit this web site daily for the reason that it gives quality
contents, thanks
Wonderful beat ! I would like to apprentice while you amend your web
site, how could i subscribe for a blog web site?
The account aided me a acceptable deal. I had been a little bit acquainted of this your broadcast provided bright clear concept
Also visit my homepage; sportstotosite
Hello, Neat post. There is a problem together with your site in web explorer, could check this?
IE nonetheless is the market chief and a huge component of other folks
will leave out your fantastic writing due to this problem.
Hi there, after reading this amazing paragraph i am too glad to share my familiarity here with friends.
I would like to thank you for the efforts you have put in penning this blog.
I’m hoping to see the same high-grade content by you later on as well.
In fact, your creative writing abilities has inspired me to get my own, personal blog now 😉
Everything is very open with a clear description of the issues.
It was definitely informative. Your website is useful.
Thank you for sharing!
If you want to obtain a good deal from this article then you
have to apply such strategies to your won website.
I’ve been surfing online more than 2 hours today, yet I never found any interesting article like yours.
It’s pretty worth enough for me. Personally, if all website owners and
bloggers made good content as you did, the net will be much more
useful than ever before.
I do not even know how I ended up here, but I thought this post was great.
I don’t know who you are but certainly you are going to a famous blogger
if you aren’t already 😉 Cheers!
Greetings from Idaho! I’m bored to tears at work so I
decided to browse your blog on my iphone during lunch break.
I love the info you provide here and can’t wait to take
a look when I get home. I’m shocked at how quick your blog
loaded on my mobile .. I’m not even using WIFI,
just 3G .. Anyhow, amazing blog!
I want to to thank you for this wonderful read!! I certainly loved every
little bit of it. I have got you book marked to look at new
things you post…
I’m pretty pleased to find this site. I wanted to thank you for ones
time just for this wonderful read!! I definitely loved
every part of it and i also have you book-marked to check out
new stuff in your site.
you are in point of fact a just right webmaster. The
site loading speed is incredible. It seems that you are doing any distinctive trick.
Also, The contents are masterpiece. you have performed a fantastic job
on this subject!
Its not my first time to pay a visit this website, i
am visiting this web site dailly and take fastidious data from here every day.
Your method of describing all in this post is in fact pleasant, all
can without difficulty be aware of it, Thanks a lot.
Particularly, I want to locate my low-hanging fruit the search phrases I
rank #five-ten for.
my web page; organic seo ecommerce uk
WOW just what I was looking for. Came here by searching for sbobet
You would possibly select not to assert a bonus or betting provide in case you don’t wish to have to fulfill the wagering necessities.
It is a good possibility like starters don’t eliminate an even bigger sum of money and you’ll be able to get income.
I will be taking a take a look at that contest beneath, as I take a
run on the Late Decide 4 at The nice Race Place. Briefly,
it is a parimutuel Win wager grouping all entrants in any race
with a discipline of six or extra into one in all three classes (Pink, Black, or Inexperienced).
Completely without any excitement of betting
and expectation of the win of your favourite staff, or the odd you might have put cash to.
Nevertheless, bracket swimming pools, office sports activities pools, and fantasy sports have never been authorized as gambling actions in Washington State and are unlawful.
The minimal betting age is dependent upon the state you are in. The model therefore predicts heterogeneity in gambling behavior: how a gambler behaves will depend on whether he is aware of the time
inconsistency; and, if he is aware of it, on whether or not he can commit upfront to his
initial plan of motion. You can even get as superior as spotting the variations between disciplined and undisciplined squads by taking a look at issues corresponding to penalty yardage.
I’m gone to tell my little brother, that he should also go to see this website
on regular basis to take updated from newest information.
Hello! Someone in my Myspace group shared this site with us
so I came to look it over. I’m definitely loving the information. I’m bookmarking and
will be tweeting this to my followers! Fantastic
blog and outstanding style and design.
My web-site; private driver france
I’ll immediately grab your rss feed as I can not find your
email subscription link or e-newsletter service.
Do you have any? Please let me know so that I could
subscribe. Thanks.
If some one needs to be updated with latest technologies after that he must be visit this
web site and be up to date all the time.
I believe this is one of the such a lot vital information for me.
And i’m satisfied studying your article. However want to
remark on few general issues, The site taste is
ideal, the articles is truly nice : D. Good activity, cheers
Every weekend i used to go to see this web page, for the reason that i want enjoyment, since
this this site conations truly nice funny stuff too.