touching is believing
TRANSCRIPT
Touching isbelieving
Touch is a critical sense for development
Without touch we can’t function normally
Touch is the physical extension of our emotions
Touch is the physical extension of our emotions
Touching customer witha tip tray made tips 128%more likely in France
Neuroscientists are turning their attention to the power of touch
Touching objects also provokes powerful responses
Retailers who invite touch get much better sales returns
The Power of Touch can be an amazing communications story
The Power of Touch can be an amazing communications story
https://youtu.be/w1O4Sa6QgRo
Touching is believing
It’s the catalyst of creating realities
Advertising works hard on sight and sound
and forgets other senses
isolated the effect of touch in
tablet newspaper, with a 28% increase in
spontaneous awareness
First stage PHD/UCL study
Hypothesis: It is effective in newsprint and tablet
Hypothesis: There are some types of creative
that are more effective
Newsworks/UCL/PHD study:
272 participants: read newsbrand then took survey
Results
Newspaper ads are more trustworthy and reliable
• Print increased key brand metrics compared with pc, including
– Are honest +8%– Never disappoint +38%– Give confidence +8%– Can be relied on +4%
• The newspaper advertising also saw increases for
– Recommendation +6%– Customer satisfaction +15%
Touching Newspaper ads improves brand metrics and willingness to purchase
+41%
Honesty and sincerity
+30%
Confidence
+30%
Reliability
+34%
Customersatisfaction
Touched print ads improve brand trust
Increased willingness to try, purchase and recommend when print ads are touched
+16%
Would be glad to try
+24%
Would purchase
+22%
Would recommend
More sincere and open
Willingness to purchase significant increase
Brands who advertise on tablet are premium and people would be glad to try
• Tablets increased key brand metrics compared with pc, including
– High quality +5%– Well known +5%– Reflect my image positively +5%– People I know would like +8%
• Respondents are more likely to– Want to try the brand +6%– Prefer to buy even if a similar brand
is cheaper +15%
Tablet newsbrand ads convey premium and quality
Tactile ads, with life-size pictures generate higher responses
Tactile ads have 33% higher
spontaneous awarenessand improved brand metrics
Tactile ads increase premium quality perceptions even further
– High quality +16%– Reflect my image positively +16%– People I know would like +22%
And boost purchase intent by 25%
Hypothesis: It is effective in newsprint and tablet
Hypothesis: There are some types of creative
that are more effective
Newsworks/UCL/PHD study:
Implications
Touch is vital in an increasingly virtual world
Planning with tactility in mind
Adding an extra sense to the mix aids comprehension
We need to invite touch from tactile type images
We need to invite touch from tactile type images
Tactile images could invite further interactivity in tablets
http://www.newsworks.org.uk/Creative/51511
Tactile images could invite further interactivity in tablets
http://www.newsworks.org.uk/Creative/PARKER/51524
New formats open great opportunities for touch
http://www.newsworks.org.uk/Creative/74805
New formats open great opportunities for touch
