This blog post is abstracted from the original article, written by Doug Manson, VP Creative, AdColony, published in Intersections: Where data meets art and science.
As the mobile screen officially takes center stage in consumers’ lives, it also is becoming one of the central touchpoints during the car-buying process.
From vehicle pricing and model comparisons to content like photo galleries, ratings and owner reviews—it’s being consumed on mobile. More than half (53 percent) of automotive shoppers using the internet for research are using a mobile device, and one-third of total shopping time is on mobile.
And it’s not just content they are engaging with: According to Edmunds. com, smartphone users are 2.5 times more likely to click on mobile ads than desktop promos. There is no better time for automotive brands to reach in-market consumers on their mobile device with unique advertisements that engage, delight and, ultimately, convert them into buyers.
But what is the best way to do that? The first step for marketers is to consider that buying a car is both an aspirational and emotional event for most consumers. Because video is the best medium for conveying emotion— have you ever seen an award-winning, evocative ad that wasn’t a video?—it is the clear winner when it comes to ad-type choice.
High quality, well-executed video creative—like the TV commercials you see during the Super Bowl, for instance—is certainly a compelling way to tell the brand story of an automobile and engage consumer emotions. With powerful auditory branding, a unique message, strong narrative flow and memorable characters, you can create quite a “moment” for the consumer.
But there is one element that TV commercials cannot have: touch.
This is where haptics come in. “Haptic feedback” is that vibration feeling from your phone when you tap one of the navigation buttons. It was first introduced and popularized on Android phones, but all smartphones now have a haptic engine. Automotive brand advertisers are using this phone feature to pull off some incredible tactile effects on their ad campaigns.
Peugeot, for instance, used haptics to simulate the feel of a car engine at certain points on a mobile video ad for its new 308 GTi (Figure 1). This campaign was nominated for three MOMA awards in 2016: Best Use of Technology, Most Innovative Use of Mobile and Best Use of Video/Rich Media.
And it’s not just an awards play: Brands using haptics are seeing increased metrics “beyond the tap,” namely positive sentiment and replay rates, as customers want to experience the ad over again.
About Doug Manson
Doug Manson is the VP of Creative of AdColony’s global creative studio. Tasked with turning clients’ visions into mobile ad realities, Doug ensures campaign creative is innovative, visually interesting and functional.
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