Mobile marketing is a great way to reach the ever-growing crowd of smart phone and tablet users. However, many ads are still viewed by mobile users as interruptions rather than engagements.
One way that marketers can create effective engagement on mobile devices is to use sensory ads. These are ads that are not only contextually relevant but, as the name implies, create a multi-sensory experience for the user in an effort to elicit positive feelings and build brand awareness.
Remember, an advertisement on a mobile device is able to use at least two (and possible three) of the five senses. These include: hearing, seeing, and possibly touching.
For example, an ad used to promote a brand would not only show the company logo, but perhaps also play a catchy tune. In some cases, the ad might be interactive, requiring a touch-response from the user.
Sensory ads are effective on a mobile platform because people are already conditioned to respond to what they see and hear on their mobile devices. Usually, that response involves touching the device in some way.
That’s an opportunity that marketers shouldn’t disregard.
Sensory ads can also make the marketing experience "fun" for the target consumer. That, in turn, results in a positive image of the brand.
It’s important to note, however, that for sensory ads to be effective, they must not be disruptive. They must be implemented as part of the user’s experience. For example, sensory ads can offer a coupon as a reward for accomplishing a goal within a game. When the user decides to accept the coupon, the multi-sensory experience begins.
If you’d like to learn more about mobile marketing and sensory ads as a means to build brand awareness, feel free to contact us. We’d love to hear from you.