AdColony extends partnership with Immersion to roll out haptic-enabled ads across its mobile advertising platform

AdColony, the independent mobile advertising platform, has extended its partnership with touch feedback technology developer Immersion Corporation to roll out TouchSense Ads to advertisers on the AdColony mobile ad platform. TouchSense Ads are described as ‘ads you can feel’. They use haptic technology to power a sensation of touch and improve campaign performance and drive brand engagement.
Mike Owen, CRO, Global Brand at AdColony, explains that mobile video ads which use haptics have been shown to yield better results for advertising clients.

“We are excited to continue our partnership with Immersion and to expand the availability of ads with touch on our platform. In the competition for consumer attention, creative content and storytelling continue to have the biggest impact. With Immersion, we are enabling advertisers to deliver immersive brand experiences in top Instant-Play inventory not available elsewhere.”

Touch-enabled adverts add increase capability to campaigns and can result in more creative storytelling. According to a study by IPG Media Lab, MAGNA and Immersion, haptic video adverts increase user connections with brands and boost a 50% brand favourability lift.
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Mahesh Sundaram, Vice President of Worldwide Sales and Customer Support at Immersion, adds:

“AdColony’s extensive mobile advertising platform has made it possible for advertisers to use touch to reach their audiences with compelling content. It is inspiring to see how creative minds are using touch to communicate their brand message. Our work with AdColony has opened up new possibilities and made the power of touch available to advertisers.”