IT Pro is supported by its audience. When you purchase through links on our site, we may earn an affiliate commission. Learn more

Making boring bits of the web fun and profitable

There's gold in them thar mundane tech hills, according to Tom Brewster...

Filling out the same forms to make payments across sites, reading people's inane Facebook posts, replying to emails. There are so many bits of our digital lives that are horribly mundane. But where there is boredom there is business opportunity.

That's something London-based Future Ad Labs has recognised. It looked at CAPTCHA, those boxes that ask for human input to prove the user is not a bot, and saw a chance to improve that prevalent yet irksome internet component.

Rather than simply typing those funny looking letters that traditional CAPTCHA requires, Future Ad Labs decided a game would make the whole experience better. Examples include adding paint to a car, or removing a stain from a T-shirt.

When you add a brand - Renault for the car, Vanish for the stain - you get a game and advertising in one. That means more revenue for the site owner and guaranteed interaction with the ad, which makes both sides happy. In a world where a third of online ads are never seen with the human eye, the Future Ad Labs proposition is rather attractive.

This PlayCAPTCHA idea is winning Future Ad Labs plaudits and, even more crucially for its survival, investment and customers. Heinz and KitKat are two of its biggest clients and it has acquired $1 million in funding over the last year.

Featured Resources

The state of Salesforce: Future of business

Three articles that look forward into the changing state of Salesforce and the future of business

Free Download

The mighty struggle to migrate SAP to the cloud may be over

A simplified and unified approach to delivering Enterprise Transformation in the cloud

Free Download

The business value of the transformative mainframe

Modernising on the mainframe

Free Download

The Total Economic Impact™ Of IBM FlashSystem

Cost savings and business benefits enabled by FlashSystem

Free Download

Most Popular

Why convenience is the biggest threat to your security
Sponsored

Why convenience is the biggest threat to your security

8 Aug 2022
How to boot Windows 11 in Safe Mode
Microsoft Windows

How to boot Windows 11 in Safe Mode

29 Jul 2022
Microsoft successfully tests emission-free hydrogen fuel cell system for data centres
data centres

Microsoft successfully tests emission-free hydrogen fuel cell system for data centres

29 Jul 2022