SOURCE: Solve Media

Solve Media

June 05, 2012 12:36 ET

Solve Media Unveils Next Generation Brand Research, Powered by Consumers

Brand Tags Lets Marketers & Agencies Cull Vast Data Repository of Deep-Rooted Consumer Beliefs About Brands in Real-Time, at Scale; Purina Signed On as Launch Partner for Several Brands Including Purina Cat Chow, Purina Dog Chow and Purina Pro Plan

NEW YORK, NY--(Marketwire - Jun 5, 2012) - Solve Media today unveiled Brand Tags, the latest expansion of its performance-based brand advertising platform. Brand Tags, a big data analytics platform for brands, shortens the brand research cycle providing marketers and agencies with real-time, crowd-sourced brand sentiment data. Purina joins thousands of brands and agencies currently using Brand Tags to provide fast, reliable brand perception insights. Brand Tags was originally developed and nurtured by Noah Brier, currently the co-founder of Percolate. Solve Media took over operations of Brand Tags last year.

Brand Tags simplifies the brand research process and taps into deeply ingrained, core consumer impressions of brands. It leverages Solve Media's type-in advertising units, replacing CAPTCHA ads with a single brand logo. Consumers are prompted to enter the words they most closely associate with the given brand in order to move through the security feature. The brand descriptions are aggregated through Brand Tags and marketers can view and analyze the data. Brand sentiment is gathered in real-time and crowd-sourced across tens of thousands of consumers each day. Consumers are only shown a brand logo if they are not a security risk -- bots and users with malicious intent are weeded out through Solve Media's standard security process.

"For marketers and advertisers, there's nothing more important than obtaining the instant, visceral reactions consumers have about your brand," says Laura Ries, brand consultant and author of "Visual Hammer." "Brand Tags captures those reactions in a fast, simple and effective way."

According to a recent survey conducted by Solve Media, 82 percent of CMOs believe brand sentiment research is important to their business. However, to conduct brand research, marketers typically sign on for lengthy and costly academic survey methodologies that are not timely enough to optimize campaigns.

"Traditional online advertising metrics make measuring brand lift nearly impossible; the only way to find out how consumers perceive our clients' brands is through expensive and time consuming market research," said Jeremy Sanchez, CEO of Global Strategies, an Ogilvy Company. "Brand Tags fills that void by offering us real-time reactions from the consumers who matter most to our clients."

Since its launch in 2010, Solve Media has focused on building simple products that solve the biggest problems in online advertising. With Brand Tags, Solve Media tackles the major research issues that plague brands of all sizes. Beyond cost and timeliness concerns, traditional brand research suffers from a number of accuracy and credibility issues like low response rates, incentivized respondents and leading questions.

"Solve Media Brand Tags represents a unique approach in helping advertisers understand consumer sentiment around their brands," said Gene Munster, Senior Research Analyst at Piper Jaffray. "Brand Tags, combined with the company's TYPE-IN ad product, puts Solve Media in a position to be one of the most important branding vehicles on the web, approaching the level of the YouTube homepage."

CEO Ari Jacoby added, "We recognize there is a place for scholarly, multi-faceted market research reports, and there always will be. Brand Tags is designed to provide our brand and agency partners with an alternative that offers useful insights into consumers' stated identification with a brand, in real time."

Solve Media was founded by veteran entrepreneurs and technologists focused on innovative Internet advertising solutions. The Company's proprietary online advertising platform, the TYPE-IN™, was designed to create new and highly effective opportunities for brands to advertise online. With the platform, Solve Media guarantees brand message delivery, brand lift and return on investment for advertisers. Additionally, the platform creates new revenue opportunities for publishers and saves time for consumers. Backed by First Round Capital, New Atlantic Ventures, AOL Ventures, Bullpen Capital and prominent angel investors, Solve Media is based in New York City and Philadelphia.

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