How users view the verification code ads to increase site traffic liquidity

Content Guide

What will you learn from this article?

Introduction of verification code advertisement at home and abroad

The importance of verifying code advertising user Experience

Verification code AD User experience data

Online 5 months, verification code advertising performance?

Multiple forms of Verification Code advertisements

Body

July 12, the verification code ads as a new advertising products Baidu Alliance online gorgeous. What is a verification code ad? As the name suggests, it is in the link of the input verification code inserts the advertisement. How do i insert it? Like this, extend the area of the authentication code, embed an advertisement, extract the content of the advertisement, and make it become the authentication information that needs the user input.

This is the traditional authentication code:

This is the authentication code advertisement:

In fact, before Baidu, verification code advertising as a new type of display advertising in foreign acclaim, such as the most famous 2, Double recall and solve Media. Double recall the earliest, in 2010, the model was introduced in Europe, supplemented by data proof code advertising profitability and advertising effect, Yue: The advertising of CPM (cost per thousand) can reach 120 U.S. dollars, is the traditional display of advertising 10 times times, another in the advertising awareness of the promotion of the angle, 11 times times better than traditional banner ads. Solve Media has also affirmed in its White paper that verification code advertising is a great success in branding. There are also domestic, such as Yu early, founder Zhao Junli just recently got the angel investment, said the verification code ads for "The Internet idle resources in the gold mine," estimated market size of 39 billion (Zhao Junli estimate basis: Every year China's Web site for registration, login, posting, download and other applications to enter the number of verification code about 130 billion times, His offer to advertisers was 300 yuan/thousand.

The advantages of verification code ads are obvious: for the webmaster, increased liquidity flow; for advertisers, gain a high quality of attention. How to explain the quality of attention, because the Internet information is excessive, in fact, most of the advertising show is not able to show in front of the audience, that is, ineffective display, and because of a certain degree of advertising avoidance effect, the advertisement even if the effective display, now the intelligent and experienced audience also know which areas are So that when browsing the page can quickly focus on the focus area, to ignore the ads. Then the verification code advertising is somewhat similar to the traditional advertising "mandatory advertising", out of the download process must now, flashing, hiding, mandatory attention, force input, so as to obtain high quality and high-quality attention.

See here, in fact, our problem also arises: as an important part of the advertising process, the audience, whether to accept such advertising forms?

Even if foreign success, our audience and foreign audiences are not quite the same, foreign have a pay-wall, that is, users in the acquisition of some copyright-related things, need to pay before they can get. Therefore, the verification code ads for the user's good is very obvious, users can use time and energy for free resources, and this cost actually become advertisers to bear. Users spend a few seconds saving royalties, advertisers spend money to pay for effective attention, the best of both worlds.

But at home, for the users of the habit of "free lunch", the Verification code advertising is detrimental to our user experience, damaging words have much impact, is it fatal? In addition to the effectiveness of advertising as we expect, the audience to the content of the ads can remember how much?

Please take the above questions to see the following data:

This research is implemented in the verification code one months or so, up to the current continuous cycle of 5 months. Respectively in the verification code ads and download station site to do a questionnaire entry, users can click to enter our questionnaire platform. August sample size 924, September 1768, October 1403, November 3562, December 2607, Total 10264.

1. Whether the user accepts the authentication code advertisement (Figure 1)

58% of users said that "Verification code ads form novel, I Like".

5.8% of users said "not acceptable, would rather pay to download"

Traditional verification code is boring, in order to identify the human is also often add some spots, ripples and other noise, I do not know whether someone in the repeated input error when prompted to scold a%$#&.

It's not hard to understand that there are 60% of users who would like a captcha to interrupt the flow of a task.

2. Does the user have difficulty in identifying the authentication code ADS? (Figure 2)

Only 10% users said "identification difficulty"

Among them, "more easy" in the original title is more easy than the traditional verification code, "Not much difference" and the traditional Verification code difference, "need to adapt" means that the beginning of a bit not adapt, a little familiar with the problem.

The birth of new products always face the cultivation of the market and the cultivation of user habits, verification code ads online in the user is not informed and unprepared, so the user began to adapt is very normal, and under the reasonable guidance of the UI can make the beginning of the user adapt quickly, this part of the crowd also to a certain extent to show the success of the product.

3. Does the authentication code advertisement pose a threat to the user's downloading behavior? (Figure 3)

74.6% of users said they would "download as usual"

12% of users will give up downloading

This problem is the problem that we are most worried about before the product goes online. Conclusion to the product team to eat a reassuring. The free lunch will not be the permanent state of the Chinese Internet, and more and more users will be able to pay a small price before "get".

4. The memory effect of the Verification Code advertisement (Figure 4)

43% of users can remember what they've entered.

14% of users can remember the main advertising brand

The advertisement effect index divides into the cognition, the emotion and the action according to the degree, the cognition also divides into the advertisement recognition and the advertisement recollection. Moreover, the research shows that the user participation can effectively improve the effect of the advertising recall.

Because our online environment is difficult to control the ad for a single user to reproduce, so here is only a memory of the ads, and the memory from the low to high into 3 levels, remember to input content, remember ads, remember advertisers.

Data show that 3/4 of people in the case of advertising awareness, more than half of the people remember the input, 1/5 of people remember the brand. Compared to the ordinary display ads at least 30% are not noticed, the notice is also easy to be ignored by users, the advantages of the verification code ads is obvious.

The above is the verification code ad online at the beginning of the data situation. 5 months later, we reviewed the above situation again.

The data show that after 5 months of time:

1. The user's perception of the novelty of the authentication code was not attenuated, and the rejection was declining.

2. The difficulty for the user is getting lower, the verification code advertisement compares the traditional authentication code the identification superiority fade.

3. Negative impact on download behavior is declining. The proportion of people downloading as usual is climbing, rising from 74.6% to 82.6%.

4. Memory effect has not seen a significant increase in potential, brand awareness has increased slightly. The body is now able to remember that the proportion of people in the advertising main brand is rising. But in fact, not all advertisers will focus on the brand, and some of the main product concept, so this item is for reference only.

Verification code advertising in the entire industry state is still at the beginning of the development, the participation of the site and advertisers are relatively few, the form is relatively simple.

Baidu, Yu Yun uses the basic is the color recognition, prompts the user to enter some kind of color the text, like this:

Take a look at foreign examples. Enclose the content in quotation marks, prompting for a reference:

What's more interesting and more personal is this:

To provide a slightly more difficult to determine the requirements, while improving the fun of the verification code. However, the actual operation of the advertisers have higher requirements.

The author simply summarizes, the current market commonly used authentication code identification methods are: color recognition (most common), citation recognition and recognition.

As a product, we can continue to work in the form of verification code, make it more popular, optimize the experience, on the basis of memory to enhance the brand goodwill and so on. Advertisers, can be more ingenious to extract the characteristics of products, especially for new products to introduce trendy ideas, mature brand to open up new product lines, add new marketing ideas, enhance the verification of information and advertising content fit.

Verification code ads will be how to develop, the author is not good to say, but in the face of Internet innovation, advertising products are constantly seeking the traditional banner advertising creative forms, verification code ads as the first wave of innovative style test water, the effect is more gratifying. We look forward to more infiltration with the market, verification code ads can play a greater advantage.

-end-

Special thanks to the exquisite map of egg east