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MAW has been alerted that AdColony and Immersion Corporation will expand their partnership to offer what the firms have named “TouchSense Ads.” The ads, destined for AdColony’s mobile advertising platform, are designed with Immersion’s haptic technology, which leverage the power of touch to improve campaign performance and drive brand engagement.

“By bringing touch to ads, brands and advertisers have an advanced advertising capability to creatively tell their brand story and reach audiences with their messages,” the AdColony crew tells us.

That’s backed up by a recent study from IPG Media Lab, MAGNA, and Immersion. The “Ads You Can Feel: The New Mobile Experience” study reveals that the addition of haptics to video ads effectively increases users’ connection with a brand. They can also drive a 50 percent lift in brand favorability.

“Mobile video ads with haptics have proven to be successful in driving outcomes for our clients,” said Mike Owen, the CRO of Global Brand at AdColony. “We are excited to continue our partnership with Immersion and to expand the availability of ads with touch on our platform.”

“In the competition for consumer attention, creative content and storytelling continue to have the biggest impact,” Owen added. “With Immersion, we are enabling advertisers to deliver immersive brand experiences in top Instant-Play inventory not available elsewhere.”

More details on TouchSense Ads are here.

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