Immersion Launches Haptic Ad Service Enabling "Touch Effects" in Mobile Video Ads
Standards-based solution integrates seamlessly with existing work flows and greatly increases key advertising metrics
Made with Immersion's haptic technology, touch effects in video create engaging and immersive mobile ads and brand experiences, which perform better on key metrics such as ad awareness, engagement and purchase intent. For example, metrics from an outstream mobile video campaign showed that users experiencing video ads with haptics were 51 percent more likely to unmute their phones in order to engage more fully with the content.1
Study Results Show Benefits of Haptics with Outstream Video
To further quantify the value of haptics in advertising, Immersion, in partnership with Teads, the inventor of outstream video advertising and the number 1 video advertising marketplace in the world, commissioned an A/B trial conducted by Research Now®. The study revealed that outstream video ads with haptics resulted in a 41 percent increase in purchase intent and a 75 percent increase in ad awareness. In addition, 71 percent of users in the study agreed that haptics made the ad more interesting, and 72 percent wanted to feel haptics in other mobile video ads.
"The results from our study showed that in-article videos and haptics in advertising have a strong impact on the audience. Outstream video ads already create a more preferred and seamless online experience for the user by placing ads outside of the video stream within the paragraphs of contextually relevant editorial articles. The format, when coupled with Immersion's haptic technology, helps deliver more memorable ads that allow brands to connect with consumers through multiple senses and creates positive brand perceptions," said Eric Tourtel, SVP of LATAM, Teads. "In our experience, mobile-optimized ads lead to better user functionality, are stronger at capturing attention and generate greater engagement. Teads is now pushing the boundaries of what is possible on mobile with new immersive formats like inRead Vertical 360 that allow brands to convert their video ads into an interactive vertical experience to project more personal and relevant messages to their audiences. Touch effects are an extension of this, helping bring ads to life and brands closer to the users in what they consider to be the first and preferred screen - their phones."
"We're thrilled to see that in multiple studies, the key performance
metrics confirm impressive increase in user engagement," said
Immersion's Haptic Ad Service supports haptics in mobile advertisements from creation to distribution with a full offering of design tools for creatives, haptic design services, campaign management and real-time haptic ad delivery.
- TouchSense® Design Cloud is a haptic design toolkit that enables creative designers and editors to create touch effects for mobile video easily and efficiently using their existing editing tools. This toolkit provides designers with a way to add haptics to video ad content and share the design with a broader team for collaboration. TouchSense Design Cloud also encodes and prepares the haptic ad for distribution.
- TouchSense® Campaign Manager is a platform for media agencies and advertisers to run, track, manage and optimize their haptic ad campaigns. With TouchSense Campaign Manager, advertisers and agencies can set deployment parameters for haptic tracks that align with the ad campaign. Haptic impressions are tracked with haptic ad tag, exported from TouchSense Campaign Manager, that is used in the HTML ad bundle. The haptic tag calls for the ad assets as necessary.
- Immersion also offers its own custom haptic design services for personalized creative and technical support for those who want to use haptic technology to create compelling mobile ads.
Immersion is quickly amassing recognition for its work in the advertising industry. Immersion's campaign with Peugeot was named a finalist in the 2016 Online Marketing Media and Advertising Awards, and its work with Stoli Vodka was named one of AdWeek's Mobile Media Plan of the Year.
Learn more about Immersion's Haptic Ad Service at www.immersion.com/haptic-ad-service.
1Teads and Immersion - In-market Haptics A/B Study,
Teads, founded in 2011, is the inventor of outstream video advertising and number one video advertising marketplace in the world. Publishers work with Teads to create brand new video inventory and manage their existing inventory, monetizing it through programmatic buying, their own sales force, or third parties.
Teads' native video advertising solutions encompass a series of formats inserted deep into media content, like the inRead playing inside articles. It is changing the game within the video advertising market by creating unprecedented levels of premium inventory, which did not exist before.
Brands and agencies can access this top-tier, premium inventory, available on the web and on mobile, through programmatic or managed services. Through its managed services capabilities, the Teads team execute on its clients' behalf using its platform.
Teads has a team of over 450 employees, 100 of which are in the innovation team, across 27 offices in 21 countries.
About Research Now®
This press release contains "forward-looking statements" that involve
risks and uncertainties, as well as assumptions that, if they never
materialize or prove incorrect, could cause the results of
All statements, other than the statements of historical fact, are statements that may be deemed forward-looking statements, including, but not limited to, statements regarding the benefits and capabilities of Immersion's Haptic Ad Service, statements that with Immersion's Haptic Ad Service, mobile ads and brand experiences perform better on key metrics such as ad awareness, brand sentiment, purchase intent and click-through rates, statements that haptics substantially increase the likelihood that users will unmute a mobile advertisement, and the statement that key performance metrics in multiple studies confirm impressive increase in user engagement.
Immersion's actual results might differ materially from those stated or implied by such forward-looking statements due to risks and uncertainties associated with Immersion's business, which include, but are not limited to, unanticipated difficulties and challenges encountered in product development efforts (including with respect to Immersion's Haptic Ad Service) by Immersion and its licensees; the possibility that, in future ad campaigns (and related studies), key performance metrics may be substantially different than the metrics disclosed in this press release, unanticipated difficulties and challenges encountered in implementation efforts by Immersion's licensees; adverse outcomes in any future intellectual property-related litigation and the costs related thereto; the effects of the current macroeconomic climate; delay in or failure to achieve commercial demand for Immersion's products or third-party products incorporating Immersion's technologies. Many of these risks and uncertainties are beyond the control of Immersion.
For a more detailed discussion of these factors, and other factors that
could cause actual results to vary materially, interested parties should
review the risk factors listed in Immersion's most current Form 10-K and
Form 10-Q, both of which are on file with the
The use of the word "partner" in this press release does not mean a legal partner.
Immersion, the Immersion logo and TouchSense are trademarks of
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