Touching is believing

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

Touching [email protected]

[email protected]

@DrTsivrikos