{"id":11486,"date":"2017-03-07T09:42:20","date_gmt":"2017-03-07T08:42:20","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=11486"},"modified":"2017-03-07T09:52:00","modified_gmt":"2017-03-07T08:52:00","slug":"wat-is-haptic-advertising-eigenlijk","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/wat-is-haptic-advertising-eigenlijk\/","title":{"rendered":"Wat is haptic advertising eigenlijk?"},"content":{"rendered":"

Weet u wat haptic advertising is? Wij hebben het even opgezocht. Haptisch betekent: de tastzin betreffend. Het gaat dus over reclame die tastzin stimuleert. Niks nieuws voor magazines, het enige medium dat alle zintuigen prikkelt<\/a>. Maar wel voor video, dat tot nu toe vooral ogen en oren aan het werk zette. Immersion, een technologiebedrijf gespecialiseerd in \u2018touch feedback\u2019, lanceerde vorig jaar zijn Haptic Ad Service, waarmee adverteerders tast-effecten aan hun video-advertenties kunnen toevoegen en deze ook real-time leveren.<\/p>\n

Regelmatig duikt wetenschappelijk bewijs<\/a> op dat onze tastzin een belangrijke rol speelt bij het verwerken van informatie in onze hersens. Lezen van papier leidt daarom tot betere verwerking en begrijpen van informatie dan lezen van een scherm. U print deze post dus beter even uit.<\/p>\n

De TouchSense technology van Immersion maakt het mogelijk om video te verrijken met gevoel. Hoe werkt dat? Wanneer u een video bekijkt op uw mobiele apparaat, trilt het op specifieke momenten (indien telefoon niet in stille modus staat). Een voorbeeld-video is te bekijken en te voelen op de Immersion website<\/a>\u00a0(in Chrome browser op Android apparaat).<\/p>\n

Volgens onderzoek van Immersion i.s.m. IPG Media Lab trekken TouchSense-advertenties beter de aandacht. Bovendien leiden ze tot een positievere merkervaring en verhoogd engagement (zie infographic). Trillende video\u2019s zijn nieuw en zoals veel technologische innovaties in het begin ook interessant, denk maar aan de clickrates van de eerste internetadvertenties. Dat zal gedeeltelijk de zeer positieve onderzoeksresultaten verklaren. De vraag is wat er gebeurt wanneer het nieuwtje er af is: gaat het trillen irriteren (m.n. bij outstream video\u2019s) en is het een reden om je telefoon juist op stil te zetten? Of draagt het bij aan een positievere reclame-ervaring? De tijd zal het leren.<\/p>\n

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

Weet u wat haptic advertising is? Wij hebben het even opgezocht. Haptisch betekent: de tastzin betreffend. Het gaat dus over reclame die tastzin stimuleert. Niks nieuws voor magazines, het enige medium dat alle zintuigen prikkelt. Maar wel voor video, dat tot nu toe vooral ogen en oren aan het werk…<\/p>\n","protected":false},"author":2,"featured_media":11488,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[860,1387,1386,1385,1388,937],"class_list":["post-11486","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-creatieve-formaten","tag-haptic-advertising","tag-immersion","tag-ipg","tag-ipg-media-lab","tag-media-agencies"],"acf":[],"yoast_head":"\nWat is haptic advertising eigenlijk? - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"Immersion lanceerde vorig jaar zijn Haptic Ad Service, waarmee adverteerders tast-effecten aan hun video-advertenties kunnen toevoegen\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/wat-is-haptic-advertising-eigenlijk\/\" \/>\n<meta property=\"og:locale\" content=\"nl_BE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Wat is haptic advertising eigenlijk? 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