Research of efficiency of online advertising tool Adverigo CAPTCHA, conducted by Gemius. Objectives of the campaign: raising awareness among users about a product, increase memorability of name and key visuals. Solution: use innovative tool of Adverigo CAPTCHA. Parameters: Brand Lift (Awareness, Association, Recal, Favorability, Intent) and it's increase.

1. RESEARCH OF THE ADVERIGO CAPTCHA EFFICIENCY
based on the ad campaign of Skype
“Skype makes us closer”

2. 2
Initial data
The purpose of research
Brand Lift indexes:
Reveal the efficiency of using ADVERIGO CAPTCHA as an advertisment tool via analisys of raising Brand
Lift indexes in Skype, ad campaign.
• Awareness — extent to which a brand is recognized by potential customers, and is correctly associated
with a particular product
• Association — extent to which a brand is correctly associated with a particular marketing concept or
campaign
• Recall — remembrance of specific ad campaigns that have been heard, seen or otherwise experienced
• Favorability — the preference of specific brands or value perception in a particular category
• Intent — the intent to purchase from or participate with a particular brand

3. 3
Initial data
The selection:
100respondents
were granted
by OMI company
http://www.omirussia.ru/
50users
have entered the code
in Adverigo CAPTCHA
50users
have not entered the code
in Adverigo CAPTCHA
30 720 000
320 000days
shows
inputs of CAPTCHA
Campaign settings

4. 4
Target audience
age
men and women
martial status monthly income (RUB)
per person, %
occupation type, %education, %
Initial data
1.2%
4.1%
10.5%
11.6%
72.7%
5 001-
10 000
10 001-
15 000
15 001-
20 000
15 001-
20 000
20 001-
30 000
30 001-
45 000
45 001-
60 000
27-3518-26 48% 52%
Not
married
Married
or live
together
Divorced,
live separately
with spouse
up to 5 000 hard
to answer
Incomplete secondary education
Secondary education
Intermediate professional training
Incomplete college
College graduate
Self-emloyed
Not-qualified worker
Qualified worker
Supervisor
Not graduated manager
Entrepreneur
Graduated professional
Middle manager
Executive officer
Unemployed
Household
Student

5. 5
Which of the following attributes does
the Skype ad characterize the best
in Adverigo CAPTCHA?
User attitude towards Adverigo Captcha tool
Results of the research
How annoying the format of delivering
information is?
62%
Simple
Сomprehensible
Catchy
Attractive
Creative
Aggresive
very
annoying
not annoying
at all

6. 6
Results of the research
What did users remember
in the Skype ad campaign
in ADVERIGO CAPTCHA?
How do users remember
the format of delivering infor-
mation in the captcha?
How do users understand
the format of delivering informa-
tion in the captcha?
27%
15%
15%
The advertisment memorability in Adverigo Captcha tool
creative
and actual
color
scheme
features
of Skype
76%
60%
don’t
rememeber at all
don’t
understand at all
remember it
very well
understand it
very well

7. 7
Results of the research
The result of the campaign in ADVERIGO CAPTCHA
AWARENESS ASSOCIATION FAVORABILITY INTENT
Raising the Brand Lift indexes
44%
54%
+23%
49%
56%
+14%
23%
+61%
37%
27%
+81%
49%

8. 8
Результаты исследования
Повышение показателя Awareness*
“Top-of-mind”
knowledge
Spontaneous
knowledge
Hinted
knowledge
* Awareness — extent to which a brand is recognized by potential customers,
and is correctly associated with a particular product
“Top-of-Mind” knowledge
(the respondent called brand first
without any hint)
Spontaneous knowledge
(the respondent called brand
without any hint)
Hinted knowledge
(the respondent called brand
using hint)
21% 24%
14%
44% 54% 95% 100%
23%
5%
without any shows
in ADVERIGO CAPTCHA
there were shows
in ADVERIGO CAPTCHA

9. 9
Results of the research
Raising the Association* index
What your general impression
of Skype is?
* Association — extent to which a brand is correctly associated
with a particular marketing concept or campaign
64%
63%
53%
43%
56%
52%
63%
47%
37%
46%
+23%
+13%
+16%
+22%
without any shows
in ADVERIGO CAPTCHA
there were shows
in ADVERIGO CAPTCHA
Comfortable
Popular
Recommended
For someone like me
Simple

10. 10
Results of the research
Raising the Favorability* index
Brand attitude
(Net Promoter Score)
Depending on the score of the answer
on Net Promoter question,
we may highlight three types of users:
• Promoters = 9/10 rate respondents
• Neutrals = 7/8 rate respondents
• Critics = 0/6 rate respondents
Net Promoter Score is calculated in
percents as difference
between Promoters and Critics.
Positive NPS (> 0) generally is consid-
ered as good.
* Favorability — the preference of specific brands or value perception
in a particular category
23% 37%
61%
24%
25%
47%
18%
18%
55%
without any shows
in ADVERIGO CAPTCHA
without any shows
in ADVERIGO CAPTCHA
Critics
Neutrals
Promoters
there were shows
in ADVERIGO CAPTCHA
there were shows
in ADVERIGO CAPTCHA

11. 11
Results of the research
Rising the Intent* index
Are you planning to try Skype
in nearest future?
* Intent — the intent to purchase from or participate with a particular brand
11% 6% 8% 11% 28% 25% 27% 49% 26% 9%
Not planning
at all
More no
than yes
More yes
than no
Definitely
planning
I don’t know
without any shows
in ADVERIGO CAPTCHA
there were shows
in ADVERIGO CAPTCHA
81%
45%
65%

12. 12
Conclusion
Research shows that using ADVERIGO CAPTCHA tool had a great positive influence on Brand Lift indexes
growth.
+23% +14% +61% +81%AWA R E N E S S
C T R
(14 500 сlicks)
U N I Q U E C T R
A S S O C I AT I O N FAV O R A B I L I T Y I N T E N T
2.00% 3.68%
Additional indexes ofSkype ad campaign efficiency:

13. 13
Контакты
Alexey Gradov
CEO
+7 (911) 724-23-32
agradov@adverigo.com
Lesya Prus,
Country Manager
lesya.prus@gemius.com
Anna Vladimirova
Key Account Manager
+7 (906) 251 85 90
anna.v@adverigo.com
Tamara Vargina
Senior Digital Media Planner
tamara.vargina@danempower.com