How Motion Perception Mobile Technology Can Improve Brands’ User Experience

Haptter is an innovative videomarketing motion perception technology allowing users feeling the action, motion or product features in a mobile video advertisement, creating a feeling of reality, through the use of haptics technology.

Haptics refer to technology that communicates with a user via sense or touch (haptikos in Greek means able to grasp or perceive). For example, when a smartphone keyboard vibrates when you type, that’s haptic technology. Devices like game controllers and wearable tech can include haptics, too. The Apple Watch, for example, uses haptic technology to deliver notifications via vibrations on the user’s wrist.

Why Haptter is Your Perception Advertising Technology

On the contrary to other haptic technologies, Haptter video technology has several advantages:

  1. Customers DON’T HAVE TO INSTALL ANY APP to watch and feel your ads. Haptter is compatible with any mobile phone/tablet browser.
  2. YOU CAN SHARE YOUR HAPTTER VIDEOS EVERYWHERE, Haptter is compatible with major social platforms like Twitter, Facebook and the like.
  3. YOU CAN USE YOUR HAPTTER VIDEOS ON YOUR EMAIL CAMPAIGNS

You just have to try our vídeo demo below to feel how it works on your Android mobile phone browser:

You can feel more examples and applications here

Why Haptic Technology Works

According to Krystal Overmyer publication, for marketers haptic technology offers a new opportunity to integrate touch into their content. Words, photos, and videos are well-known as digital marketing content so integrating touch could open new doors for engagement and more compelling content.

One of the first companies experimenting haptic campaigns has been Stoli Vodka, in which they use a specially adapted Android app to create real world feelings using haptic effects. In fact a recent Stoli vodka campaign, based on animated mobile ads, users actually feel their phone vibrate when a woman shakes a cocktail or a dog pees.

Studies published on haptic technology applied to mobile marketing have shown that mobile videos leveraging haptic feedback offer better performance that conventional videos.

  • Higher engagement, user experience and CTR
  • Increase brand sentiment and recall
  • Increase in intention of social sharing

Additionally, 82% of users reported preferring a haptic mobile video experience over standard video, suggesting consumers are eager to feel haptic.

Haptic also appears to improve up to 87% brand recall and engagement. Ad platform MediaBrix reports that brand awareness for products in ads featuring sound and haptics jumped as high as 100 percent. Such sensory elements in ads also lifted mobile reward opt-in rates by 16 percent and mobile share rates by 14 percent, according to a Reuters press release.

It’s easy to see—and feel—the potential of haptic technology when integrated with compelling video content. To drum up buzz for season four of Homeland, Showtime released a haptic-enabled teaser through its Showtime Anytime app. Users feel vibrations when glass breaks or bombs explode. The vibrations are timed with music and become stronger as the tension builds, heightening the dramatic effect.

The unique user experience paid off: Showtime landed a click-through rate of 4 times the industry average and a 12 percent increase in mobile full episode premiere views, Google reports.

While haptics could bring video alive in unusual ways, the marketing applications don’t stop there. In the future, haptic feedback from an exercise app could cue a user to increase their exercise intensity. Wearable devices could notify you of incoming rainy weather with rain-imitating vibrations. And as haptic technology becomes even more nuanced, consumers could virtually “feel” products as they shop in just a few taps.

Definitely Haptic Technology is the next step in video marketing content.

Sources:

  1. How Haptic Technology Can Improve Brands’ User Experience
  2. Showtime Homeland Trailer with tactile effects results
  3. Leveraging Haptic Feedback for Mobile Video
  4. Brands Embrace Haptic Enabled Mobile Video
  5. Stoli pours shot of haptic technology into mobile video ad
  6. [MWC 2013] Haptic Creating More Lifelike Mobile Tactile Experience
  7. Marketers take touchy route to engagement via haptic feedback
  8. Shaking up mobile marketing: 3 new strategies to know