We called out haptic ads (those that use phones’ vibration abilities) as a mobile trick brands might want to try to improve engagement with ad-ignoring young consumers—and now there’s evidence they work.

We called out haptic ads (those that use phones’ vibration abilities) as a mobile trick brands might want to try to improve engagement with ad-ignoring young consumers—and now there’s evidence they work. Interpublic’s Media Lab and Magna units tested “touch-enabled” or haptic feedback ads on Android users, and found a 50% increase in brand favorability, 75% increase in ad awareness, and 41% increase in purchase intent among consumers. For one Arby’s ad, “your phone actually reverberat[es] when the announcer’s deep-throated voice resonates or when pro golfer Andrew “Beef” Johnston pitches a ball into an Arby’s cup.” (Immersion, MediaPost)