Songza and Unilever are among the first to use Solve Media’s TYPE-IN responsive mobile ads, which get consumers to answer brand questions in exchange for access to content on tablets and smartphones.

Songza is giving away three days of uninterrupted music to users who engage with the full-screen Unilever campaign ads, which Solve says ensure marketing messages stick by getting the viewer to write it down. The campaign for Unilevers Wish-bone salad dressings saw 87 per cent lift for purchase intent from comScores norm of 23 per cent on mobile, along with 122 per cent increase in brand awareness, from a comScore average of 48 per cent. 

The mobile web and app advertising platform was specifically designed to address the low user engagement, accidental clicking and performance measurement issues associated with mobile advertising. The ad units build on the companys expertise in the CAPTCHA verification field.

The company has raised a total of $9.5m from VCs including AOL Ventures.