{"id":11490,"date":"2017-03-07T09:56:07","date_gmt":"2017-03-07T08:56:07","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=11490"},"modified":"2017-03-20T10:44:49","modified_gmt":"2017-03-20T09:44:49","slug":"cest-quoi-en-fait-la-publicite-haptique","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/cest-quoi-en-fait-la-publicite-haptique\/","title":{"rendered":"C\u2019est quoi en fait, la publicit\u00e9 haptique\u00a0?"},"content":{"rendered":"

Vous savez, vous ce qu\u2019est la publicit\u00e9 haptique\u00a0? Nous avons fait la recherche. Haptique signifie\u00a0: qui concerne le toucher. Il s\u2019agit donc d\u2019une publicit\u00e9 qui stimule le sens du toucher. Rien de neuf pour les magazines, le seul m\u00e9dia qui excite tous les sens<\/a>. \u00c7a l\u2019est cependant pour la vid\u00e9o, qui jusqu\u2019\u00e0 ce jour interpelait surtout la vue et l\u2019ou\u00efe. L\u2019an dernier, Immersion, une entreprise technologique sp\u00e9cialis\u00e9e dans le \u2018touch feedback\u2019, a lanc\u00e9 son Haptic Ad Service, qui permet aux annonceurs d\u2019ajouter des effets tactiles \u00e0 leurs publicit\u00e9s vid\u00e9o, et aussi de livrer ceux-ci en temps r\u00e9el.<\/p>\n

On voit r\u00e9guli\u00e8rement surgir des preuves scientifiques<\/a> que le toucher joue un r\u00f4le de choix dans le traitement d\u2019informations par notre cerveau. La lecture papier engendre d\u00e8s lors un meilleure assimilation et compr\u00e9hension d\u2019informations que la lecture sur \u00e9cran. Vous feriez donc bien d\u2019imprimer cet article\u2026<\/p>\n

La technologie TouchSense d\u2019Immersion permet d\u2019enrichir la vid\u00e9o de sensations de toucher. Comment cela fonctionne-t-il\u00a0? \u00a0Lorsque vous visionnez une vid\u00e9o sur votre appareil mobile, celui-ci vibre \u00e0 des moments sp\u00e9cifiques (si le t\u00e9l\u00e9phone n\u2019est pas en mode silencieux). Pour visionner et ressentir une vid\u00e9o illustrative, rendez-vous sur le site d’Immersion<\/a>\u00a0(dans le navigateur Chrome sur appareil Android).<\/p>\n

Selon une \u00e9tude men\u00e9e par Immersion en collaboration avec IPG Media Lab, les publicit\u00e9s TouchSense attirent davantage l\u2019attention. En outre, elles engendrent une exp\u00e9rience de marque plus positive et un engagement accru (voir infographie ci-dessous).\u00a0 Les vid\u00e9os vibrantes sont in\u00e9dites et, comme beaucoup d\u2019innovations technologiques, int\u00e9ressantes \u00e0 leurs d\u00e9buts\u00a0; il n\u2019y a qu\u2019\u00e0 penser aux taux de clics des premi\u00e8res annonces Internet. Cela explique en partie pourquoi les r\u00e9sultats de recherche sont tellement positifs. La question qui se pose est de savoir ce qui arrivera une fois que le c\u00f4t\u00e9 nouveau sera pass\u00e9 : les vibrations commenceront-elles \u00e0 irriter (notamment dans les vid\u00e9os outstream) et pousseront-elles, justement, les gens \u00e0 mettre leur t\u00e9l\u00e9phone en mode silencieux\u00a0? Ou alors, contribueront-elles \u00e0 cr\u00e9er une exp\u00e9rience publicitaire plus positive\u00a0? Le temps nous le dira.<\/p>\n

\"Infographic<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Vous savez, vous ce qu\u2019est la publicit\u00e9 haptique\u00a0? Nous avons fait la recherche. Haptique signifie\u00a0: qui concerne le toucher. Il s\u2019agit donc d\u2019une publicit\u00e9 qui stimule le sens du toucher. Rien de neuf pour les magazines, le seul m\u00e9dia qui excite tous les sens. \u00c7a l\u2019est cependant pour la vid\u00e9o,…<\/p>\n","protected":false},"author":2,"featured_media":11488,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-11490","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"yoast_head":"\nLa publicit\u00e9 haptique, c\u2019est quoi en fait ?<\/title>\n<meta name=\"description\" content=\"Immersion a lanc\u00e9 son Ad Service Haptique, qui permet aux annonceurs d\u2019ajouter des effets tactiles \u00e0 leurs publicit\u00e9s vid\u00e9o et livrer ceux-ci en temps r\u00e9el.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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