Arby’s We Have The Beef – Haptic Video Tested in IPG MediaLabs, MAGNA and Immersion Study – 01/24/2017
Touch in mobile advertisements is proving to be powerful way to engage and connect with consumers.
In a study release by IPG Media Labs, MAGNA and Immersion Corporation, T
ouchSense Ads, ads you can feel, increase users’ sense of connection with brands and elicit strong emotional responses. Learn more about TouchSense Ads here: https://www.immersion.com/products-se...
Key Highlights Include:
• Haptic technology creates a more emotional experience, leading to consumers feeling more “excited” and “happy” during ad exposure.
• Engaging the sense of touch drives a 62% increase in feelings of connection with the advertised brand, which is often very difficult for marketers to do.
• Ultimately, adding haptics to video ads leads to a 50% lift in brand favorability, which equals 68% cost savings over the cost of increasing brand favorability using ads without haptic technology.
• Effectiveness of haptics spans across standard demographics, even driving purchase intent among the hard to influence (potential new customers). However, it’s important to note that early tech adopters are especially responsive to ads enabled with touch technology.
IPG Media Lab, the creative technology arm of IPG Mediabrands, in partnership with Immersion Corp. (NASDAQ: IMMR) today announced the results of a scientific media trial examining the impact of touch-enabled advertising created with haptic technology. The resulting report, Ads You Can Feel: The New Mobile Experience, shares best practices, findings and insights on leveraging users’ senses, including sight, sound, motion, and now, touch, to create visceral mobile experiences. Over the course of the study, touch-enabled ads from a wide array of industry sectors, including automotive, hospitality and food & beverage were used to test consumers’ reaction to the experience.
“The results of our trial clearly demonstrate the significance and power of incorporating another sense, specifically touch, in advertising”
The study of Immersion’s haptic technology, which enables users to feel touch effects on digital devices, found that adding touch to ads increases engagement and users’ sense of connection with a brand. Among the most notable findings is that haptic technology elicits a strong emotional response, particularly increasing levels of happiness and excitement. In the study, a standard video ad achieved happiness and excitement levels of 37% and 30%, respectively. Haptic video advertisements, or TouchSense® Ads, saw upticks in both categories at 44% and 38%. Moreover, this outcome created a halo effect on the brand, generating a +6% increase in perceptions that the brand itself is exciting because haptics were added.
Date of Publication: 01/24/2017
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