One of the most popular applications of haptic feedback was perhaps video games and arcade games. The shudder and the vibrations add an extra layer of immersiveness to the whole gaming experience, every time the game involved driving a race car, an explosion, or even an airplane taking off.
Today, haptic feedback is largely associated with smartphones where it largely enhances the touch experience for many user actions such as unlocking the phone, navigation, custom gestures and more.
What if haptic feedback could be extended to mobile marketing to enhance ad experiences? For instance, video ads have already been delivering an unparalleled mobile ad experience that consumers have quite come to love. Haptic feedback can add an extra dimension of engagement to this already immersive, audio-visual and touch experience and unlock several new consumer engagement opportunities.
In fact, a study by Immersion suggests that haptic technology elicits a strong emotional response, particularly increasing levels of happiness and excitement when added to video ads on smartphones.
- According to the study, compared to standard video ads, haptic video ads show a 62% increase in feelings of connection to the brand
- 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%
Haptic video ads, a powerful tool for the advertiser
The study estimates that adding haptics to video ads leads to a 50% lift in brand favorability. On the other hand according to the IAMAI IMRB Digital Advertising 2016 report, video has emerged as the fastest growing ad format among all the digital avenues with a year-on-year growth of 173%.
This means that more consumers are likely to engage with haptic video ads, as they are already showing higher receptivity towards video ads. The brand and product recall is also likely to be higher as the ad experience is instantly able to connect the consumer with the product experience.
For instance, let us assume a video ad that showcases a new car model. Once the ad has played for its entire the duration, the viewer is urged to discover more about the car by clicking on a button that leads to the brand's website.
However, as the viewer clicks on the button the haptic sensors kick in, causing the phone to vibrate while the ad shows the car zooming away and takes the viewer to the brand website. By emulating the engine feel of the car through a haptic video ad, the brand has brought the user closer to the feeling of the actual product.
With such an enhanced video ad experience, these ads are even likely to fuel the consumer's intent. This means the consumers are now more likely to want to purchase the product they see in the ad. Therefore, while video ads are delivering great results, haptic video ads will only help take the mobile marketing game one notch up.