Ads You Can Feel: Immersion, Magna, & IPG Media Lab Conduct In-Depth Analysis Of Haptic Tech In Video Ads

Click here to download a pdf version of the report.


IPG Media Lab, the creative technology arm of IPG Mediabrands, in partnership with Immersion Corp. 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 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 an ever-fragmented consumer landscape, brands are still determining how to best leverage technology and enable user interactivity. This served as the key element behind the launch of the media trial, which used seven distinctive ad types across two variant modes (skippable and non-skippable) to measure engagement and connectivity levels of haptic technology. Leading brands from a range of industry verticals, such as BMW, Royal Caribbean, Arby’s, and Truvia participated in this innovative media trial.

Key highlights from the study 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.

(Click to see the infographic in full size)


For more insights as well as the best practices for implementing haptics, click here to download the report

Stoli Taps Haptics To Let You Feel Its Mobile Ads

What Happened
Stoli wants to give you the feeling of what they are selling. The vodka brand recently launched the first-ever haptics-enabled mobile ads on Opera Mediaworks’ network of mobile apps that can make smartphones vibrate to enhance the narrative of its ads. During a 20-second video spot, viewers can feel their phones shake when they see a woman make cocktails with a shaker or when a dog shakes its tail.

What Brands Need To Do
This unprecedented ad campaign from Stoli took an innovative approach that incorporates one of the native features of smartphones to enhance the mobile ad experience. Besides haptic engines, most smartphones now also have other features – such as barometer, gyroscope, accelerometer, and NFC proximity sensor – that brands can utilize to create interactive mobile ads that intrigue and engage the audience with a unique experience that cannot be replicated on desktop devices.


Source: AdWeek

Lab’s First Impression: Apple Watch

According to the estimation of shipping tracking company Slice Intelligence, only 22% out of the 1.7 million ordered Apple Watches were shipped this past weekend. Luckily, the Lab received several of our pre-orders on Friday, so some Lab members got to try it on over the weekend. Here are their first impressions:

Adam Simon, Head of Strategy
“The watch immediately became a security blanket for me — it allowed me to not check my phone so often, and not even worry as much about where it might be at any given moment. After taking a hard look at my notifications and paring them down to just the essentials, I now know that anything that taps my wrist is actually important. I’ve been wearing it from the moment I wake up until the moment I go to sleep, with no battery issues at all. Just like the first iPhone was a bit like cultural training wheels for having a computer in our pockets, I think the Watch will wind up being training wheels for having computers on our bodies.”

Scott Varland, Creative Director
“It’s as wonderful and as imperfect as the first iPhone on launch day. It fulfills the basic promise of extending the iOS experience and it succeeds in making its owner feel ‘naked’ without one after using it for a few days. It is not an essential device, but I have no doubt that many iPhone owners will covet one the same way they do a nice case. For all of the new problems smart phones have created (read: peak distraction), this helps solve some by taking the anxiety away. Not having to run for my phone each time it beeps and buzzes is liberating; and not having to look like I need directions at the intersection is confidence-building.”

Michelle Cortese, UX Designer
“I fell in love with the haptics right away. They’re subtle and prioritized, using a range of vibration intensity and frequency to communicate levels of urgency very well. That said, suddenly every notification became more intimately and immediately demanding; by the end of the day, the sensation of a tiny finger tapping my wrist felt more like the nagging of an overly eager younger sibling. A couple times, I was so focused on the Watch that I wound up abandoning my phone on the table. Whoops!”

Interested in trying out the Apple Watch for yourself? If you’re an employee of Mediabrands, visit us on the 9th floor to try it in person.

Final Recap: Mobile World Congress 2015

Last week the Lab crossed the Atlantic Ocean to attend the 2015 Mobile World Congress (MWC) in Barcelona, Spain. In addition to our daily recaps for Day one, two, and three, we are now proud to present a final recap to cover everything you need to know about the event and highlight our favorites among the 2,000 exhibiting companies.

Download the Final Recap for MWC 2015 here.

Here Come The Haptic Holograms

Read original story on: Daily News

Soon you will able to touch, feel, and even manipulate holograms and other 3D virtual objects with your bare hands, thanks to the breakthrough research of The Department of Computer Science at Bristol University. The research team created a method that uses sound waves to project “haptic holograms” in mid-air, adding a sense of touch as well as sight and sound that will make it easier to bring virtual reality into the physical world.

Microsoft Wants Its Smartphones To Touch You Back

You press your fingertips on the screen of your smartphone at least dozens of times every day, but if you are one of the few people who owns a Windows smartphone, pretty soon your phone may be able to reciprocate your touch. A Microsoft researcher is reportedly applying so-called haptics to add tactile sensations to touch screens to provide instant feedback to users’ touch. Whether to assist faster typing or guide the visually impaired, haptic feedback could potentially open up ways we interact with our digital gadgets.