An 87% lift in purchase intent was Unilever's result from testing a newly expanded "type-in" mobile ad network for its Wish-Bone Italian salad dressing, reported the company, citing a total of 757 consumers surveyed by comScore. Wish-Bone's marketing team was the first to test Solve Media's expanded "type-in" mobile ad network that not only includes mobile Web publishers but also mobile apps. The type-in system works like a traditional captcha but replaces the randomly generated letters and numbers typically seen on digital devices with paid brand advertising. Wish-Bone ran full-screen interstitial ads involving a simple captcha call-to-action, such as "please enter: Sassy." After the mobile consumers typed in the message, they could see the publisher's content, and Unilever was charged a fee. The promos were placed with mostly female-focused news/content providers, including AOL properties, Bauer titles, Meredith sites, Internet Brands' online publications,Vertical Scope networks, and music service Songza. With Songza, Unilever offered 24 hours of ad-free music for engaging with the ad. For more detail, see the Adweek story: http://www.adweek.com/news/technology/unilever-mobile-effort-garners-87-purchase-intent-lift-150514
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