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Brief Published: 15 Jun 2016

Lexus Sees Success With Haptic Ads

American automotive firm Lexus is among a group of brands that saw consumer engagement improve by up to 220% with haptic advertising, according to mobile ad platform Opera Mediaworks.

Opera Mediaworks and haptic developer Immersion have partnered with brands including Lexus and French automaker Peugeot to bring their TouchSense technology to mobile ads. This enables smartphone vibrations to be controlled by media playing on the device. In March 2016, Lexus launched a mobile video ad showcasing the power of its GS F vehicle. While watching the video, the phone vibrates as the car accelerates.

According to Opera Mediaworks: “Ads that included haptic effects saw click-through rates improve between 28 and 220% over ads without haptics. One brand experienced a 23% increase in positive sentiment, while another saw replay rates increase 31% on mobile phones and 59% on tablets.”

“Advertising is a space where creative use of the sense of touch really shines,” said Todd Whitaker, vice-president of marketing at Immersion. “Our TouchSense technology allows creatives to connect brands to their prospects in a way that is only possible when visual, audio, and tactile senses are fully engaged in a concept.”

As mobile video consumption increases (along with competition for eyeballs), mobile video ad spend is projected to reach $8.6bn globally in 2018 (Cowen and Company, 2015). Brands that can adopt more hyper-responsive, personalised and immersive strategies will gain an advantage.

We explore these themes further in SXSWi 2016: Hyper-Responsive Marketing. For more on automotive marketing, see Marketing Cars to Millennials.

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