Touch can significantly boost engagement and interaction with mobile adverts. That is why, Immersion Corp., the developer of touch feedback technology has partnered with Teads, the outstream video advertising firm, to distribute TouchSense Ads in Latin America and Europe.
TouchSense Ads are based on the Immersion haptic technology and let advertisers and brands create mobile video experiences which are touchable. The agreement with Teads means that TouchSense Ads can now be distributed on its mobile web advertising platform, which paves the way for clients to leverage haptics.
Mahesh Sundaram, Vice President of Worldwide Sales and Customer Support at Immersion, explains:
“Our work with Teads creates new opportunities for advertisers and marketers to creatively express the power of touch as they strive to better connect with consumers. The study quantifies the value of haptics in mobile video advertisements. With TouchSense Ads, we have added the sense of touch, to the marketing arsenal to make it possible for advertisers and brands to create truly immersive experiences.”
A recent A/B trial commissioned by Immersion and Teads and conducted by third-party research firm, Research Now, found that TouchSense Ads tend to outperform standard mobile ads on a variety of set key metrics including ad awareness, engagement and purchase intent.
Based on participants watching either a movie trailer with or without haptics, the research found that sense of touch is more successful in captivating audiences with TouchSense Ads driving a 75% increase in ad awareness over the control group, and a 24% increase over video with no haptics.
In addition, TouchSense Ads also boost purchase intent among those who viewed the ads by 41% compared to controls and 23% among those viewing video ads without haptics. Brand opinion improved 13 points compared to controls and 8 points over video ads without haptics.
Interestingly, haptic-enabled ads also drove 51% of people to unmute the ads. Consumer reaction to TouchSense Ads is also evident in CTRs which were up by 12% over those without haptics and more video starts with 12.5%.
More participants were engaged when viewing haptic ads compared to control groups. Ad engagement was up 19 points, whilst sound engagement was boosted 14 points over non-haptics groups. In addition, viewers of the haptic ads perceived content to fit better than controls. Ad annoyance and intrusiveness were both lower.
Overall, more than 70% of participants agreed that haptics made the ads more interesting. They also tended to pay more attention to the ad and it was found to be a good fit for the trailer. 72% agree that they would like to see more ads like these.
It remains to be seen if haptics are here to last, but given growing consumer demand for more immersive and engaging formats it’s likely that touch-enabled mobile adverts are only just the beginning.