Digital Sensory Storytelling: Beyond Media
Our senses have an undeniable influence on our perceptions. Brands have long known this – and are looking at what they can do next to engage with consumers. But how deep is that influence and how can marketers best leverage the human senses? In a recent study with IPG Media Labs, incorporating the sense of touch in advertising creates a halo effect that influences consumers to associate what they are feeling with brand attributes.
Until recently, brands could only use media to broadcast sensory experiences for sight and sound. Engaging other senses – like touch, smell, and taste relied on consumers being in physical proximity to the product. This is changing. New technologies - mobile, haptic video, 360 video, and VR, are giving rise to the next advertising industry frontier: digital sensory storytelling.
These opportunities enable advertisers to create deeper experiences with their brand, engage at a personal level and in doing so, create greater brand affinity.
Join us for this 1-hour MMA-hosted webinar to discuss the impact the senses can have on awareness, perception, intent and action.
Some takeaways from this session will be:
