Could the next chapter in mobile marketing be about all the senses? Ad tech company Adludio
seems to think so. It has developed what it calls a “Sensory Advertising platform” – which goes by the name Darwin –that allows mobile users to engage with 3D, vibrating, shaking and touchable advertisements on their phones.
For decades, says the company, digital advertising has largely relied on two of the human senses: sight and sound. However, next generation mobile devices are increasingly sensory – people are touching the screen of their smartphone 250 times a day and feeling the vibration of haptic technology on their mobile devices and smartwatches.
Human senses are constantly immersed in Virtual Reality experiences and by engaging people’s senses with the sensory technology contained in smartphones, advertising has been given the potential to become more meaningful. In today’s mobile-era, the sensory technology is there; but marketers are yet to fully use its potential.
As the world accelerates towards an immersive future of virtual and augmented reality, Adudio believes its Sensory Advertising platform is the perfect stepping stone for bridging the gap between tomorrow and today.
Sensory Ads created through Adludio’s Darwin platform may include standard video or 360 video upon request and can be delivered in-app or mobile web programmatically or through Adludio’s fully managed service.
“Our mission is to create the next generation of mobile advertising that is engaging, memorable and builds lasting brand relationships,” said Paul Coggins, CEO of Adludio. “The results for the Sensory Ads speak louder than words, with independent studies showing a 10x increase in brand recall for Sensory Advertising campaigns vs. mobile video. We believe that utilising multi-sensory advertising on smartphones is not only the future of mobile advertising, but the natural stepping stone between mobile and VR.”
Adludio has already partnered with brands such as Nike, Unilever, Red Bull, Pay Pal, P&G, Microsoft, BP, Shell, Sky and Pizza Hut to create Sensory campaigns that are changing the nature of advertising.