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Haptic advertisements – buzzing on an Android near you

The addition of haptic — force — feedback to smartphone advertisements can lift a brand favourability by 50%, says a new study.

The study released by IPG Media Labs, MAGNA and Immersion Corporation, showed that TouchSense Ads, ads you can feel, increase users’ sense of connection with brands and elicit strong emotional responses.

  • Compared to standard video ads, haptic video ads show a 62% increase in feelings of connection to the brands.
  • More users felt excited after viewing ads with haptics – 38% compared to 30%.
  • More users felt happy after viewing ads with haptics – 44% compared to 37%.

The study was conducted on 1136 representative Android users in which they could view a Web page and watch video content. The study was conducted with new haptic content from BMW, Royal Caribbean, Arby’s, and Truvia.

Chris Ullrich, vice-president of user experience and analytics at Immersion, said the first ad using haptic technology was a teaser for Showtime’s Homeland’s Season 4 series premiere in 2015.

That ad featured a haptic simulation of a bomb explosion. The click-through rate was five times the industry average.

Another ad that year Immersion worked on for Stolichnaya Vodka let consumers simulate the feel of a cocktail being made in their hands.

Adobe’s CMO.com has a good overview of haptic advertisements here.

Immersion Haptic Ad Infographic 1024x620


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Ray Shaw

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Ray Shaw ray@im.com.au  has a passion for IT ever since building his first computer in 1980. He is a qualified journalist, hosted a consumer IT based radio program on ABC radio for 10 years, has developed world leading software for the events industry and is smart enough to no longer own a retail computer store!