SOURCE: MediaBrix

December 18, 2014 09:00 ET

MediaBrix Becomes First to Bring Sound and Haptics to In-App Mobile Branding Ads

Testing Showed Significant Lift in Brand Awareness and Campaign Performance -- Reinforcing Emotional Moments With Sensory Marketing

NEW YORK, NY--(Marketwired - Dec 18, 2014) - MediaBrix is the first to apply sound and haptics to in-app mobile branding ads. This new functionality will be added to the company's Breakthrough Moments™ (BTMs™) product suite to boost brand awareness and campaign performance in mobile ads for brands. This announcement serves to extend the MediaBrix technology platform for humanizing advertising by connecting brands with people during emotional moments. Industry research supports this move. According to independent third-party research provider Vizu, lift in brand awareness for products featuring sound spiked as high as 100 percent, while additional tests revealed that other sound enhanced product performance metrics increased by as much as 40 percent.

MediaBrix's emotional targeting technology, coupled with these new sensory features, offers digital brand marketers a unique way to organically stimulate in-app consumers' emotions, which leads to positive experiences and higher returns for advertisers. The addition of sound and haptics supports MediaBrix's mission to humanize digital ads and gives mobile marketers the opportunity to attain deeper levels of engagement.

The new sensory elements will further enhance MediaBrix's performance among mobile BTMs™, which already achieve engagement metrics much as 543 times what other ad formats can deliver. Additional tests found that sound lifted BTMs™ campaign performance as follows:

  • Increased mobile reward opt-in rates by 16 percent
  • Increased mobile share rates by 14 percent
  • Increased mobile CTRs by 10 percent

Prior to releasing the new emotional sensory technology, MediaBrix worked with sound engineers to research the impact that sound has on human emotions as well as the mapping of specific sounds back to BTMs™ and placement within the ad products. As part of its research efforts, MediaBrix considered how specific sound vectors such as duration, frequency, tone, and volume influence people's specific emotions and emotional levels. Through this process, MediaBrix was able to identify specific sounds, BTMs™ and placements within its ad products that best reinforce brand connections to the individual.

Given the positive research-driven results, the company is now in the process of deploying this technology across its entire mobile advertising product suite, including:

  • Reward BTMs™ - Moments when users are feeling ecstatic about their high achievement or personal best, Reward BTMs™ empower brands to gift and connect with users during this positive moment. View the demo.
  • Rescue BTMs™ - Moments when users are feeling defeated, frustrated or in need of help, Rescue BTMs™ offer brands the chance to relieve those feelings and be the hero by supporting players in need. View the demo.
  • Rally BTMs™ - Moments where users are presented with words of encouragement, as they are motivated to do better. View the demo.

MediaBrix consulted industry experts when testing the sensory features for its mobile ads, including Roger Dooley, an expert on the subject of using brain science and sensory stimuli in marketing and sales. Dooley is the author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing, the popular blog Neuromarketing and Brainy Marketing at Forbes. "Neuromarketing research shows us that consumer brand recall is greater when multiple senses are engaged," said Dooley. "MediaBrix is enhancing game and app user experience on mobile devices by stimulating their sense of hearing, sight and touch -- and, at the same time, increasing positive brand awareness."

"We're continuing our mission to humanize brand advertising by putting the users' emotions first. With the addition of sound and haptics to our already industry best performing products we are enabling a brand's ability to stimulate three senses -- hearing, sight and touch," said Ari Brandt, CEO and Co-founder, MediaBrix. "Going forward, we will continue to develop specific technology that further enhances emotional connections, increasing the performance of mobile branding campaigns and facilitating true people-to-brand connections." 

MediaBrix's enhanced ad formats with sound and haptics are available for brands and agency executives upon this announcement. If you would like to learn more, email us at sales-info@mediabrix.com.

About MediaBrix
MediaBrix (www.mediabrix.com) powers the leading platform for humanizing advertising by connecting brands with people during emotional moments. We deliver emotionally targeted messages during Breakthrough Moments™ (BTMs™) within apps and games. Our ads reward, rescue and encourage players and provide an additive (not disruptive) user experience. As a result, people appreciate the brand's participation and develop an emotional connection with the brand. Our campaigns routinely see average engagement rates that are more than 500% higher than other digital ad formats. Hundreds of top brands, including Coca-Cola, MTV and T-Mobile, and many of the world's largest developers leverage the MediaBrix platform to provide over 500 million user-friendly BTMs™ to more than 200 million global game players each month.

Contact Information

  • Contact Information
    Aaron Wessels
    Point-Bl_nk Communications
    Email Contact
    415-378-8090