HAPTICS

TOUCH

TOMORROW

In Partnership With

Gentle taps, vibrations and buzzes from our devices enhance our experiences today, but the potential for touch (aka haptics) is just beginning within our accelerating digital world. Marketers frequently praise sight, sound and motion options, but few imagined that touch could be part of the equation to drive more immersive experiences. Imagine feeling the images you see on any of your screens – from mobile to TV. What if you could shake hands with a hologram of your client who is standing in a conference room across the world? Imagine if you could feel the leather seats of your next car in a virtual showroom, or if your yoga pants became your yoga instructor through vibration guidance. What if when you wanted a coffee, your shoes directed you to the closest Starbucks through a series of taps on your toes?

 

One of the limitations of AR and VR is not feeling the reality in which you are immersed. But with breakthroughs in haptic technology, rich, threedimensional shapes and textures can be felt as well as seen. You can now experience the sensation of touch in midair. No wonder the Global Haptics Technology market is predicted to reach $43.62 billion by 2026.

A Personalized Future, with Mike Barclay of MoEngage

Personalization in marketing is nothing new; since the dawn of the internet, brands have been able to customize messaging to specific groups or even individuals. However, we haven’t always used this engagement superpower for good. Many brands have been guilty of getting a little too personal and creeping out their customers in the process. But today’s guest says there’s a bright future for personalization as a cornerstone to modern marketing. Mike Barclay of MoEngage joined the pod to discuss the highs and lows of personalization, and what brands born before the dawn of the internet can do to get in on the personalization game.

> See all episodes
QR Codes: Are they Back for Real This Time?

QR Codes are an extension of the barcode, and were first introduced as a way for manufacturers to scan larger amounts of data quickly. By 2011, retailers and tradeshows were able to take advantage of smartphone technology to utilize QR codes in their inventories, badging, and check-ins — and slowly there emerged consumer usage in the form of online offers.
The process, however, was clunky and involved third-party app software to get QR Codes to work. Fast forward to 2020, when the COVID-19 pandemic raged, and the need for contactless interaction became paramount. It was during this time that QR Code technology could now exist on everything from packaging to OOH signage, and with a simple hover of a smartphone’s camera send consumers to microsites, check-in pages, and offers.
This has allowed marketers to take advantage of QR Codes in ways previously unthought of; however, like most technologies, there are privacy and safety issues to be aware of — and the current speed and ease of QR Code usage means large untapped potential for marketers in the future as well. Read on to see how marketers are using them and addressing issues with QR Codes.

> See all issues

HAPTICS TOUCH

TOMORROW

In Partnership With

Gentle taps, vibrations and buzzes from our devices enhance our experiences today, but the potential for touch (aka haptics) is just beginning within our accelerating digital world. Marketers frequently praise sight, sound and motion options, but few imagined that touch could be part of the equation to drive more immersive experiences. Imagine feeling the images you see on any of your screens – from mobile to TV. What if you could shake hands with a hologram of your client who is standing in a conference room across the world? Imagine if you could feel the leather seats of your next car in a virtual showroom, or if your yoga pants became your yoga instructor through vibration guidance. What if when you wanted a coffee, your shoes directed you to the closest Starbucks through a series of taps on your toes?

 

One of the limitations of AR and VR is not feeling the reality in which you are immersed. But with breakthroughs in haptic technology, rich, threedimensional shapes and textures can be felt as well as seen. You can now experience the sensation of touch in midair. No wonder the Global Haptics Technology market is predicted to reach $43.62 billion by 2026.

 

 

 

LECHAL
FOOTWEAR OF THE FUTURE

 

There is nothing worse than walking down a crowded street and seeing a sea of tourists approaching, heads down, earphones in, tethered to their phones. What if they could navigate hands-free, hassle-free and heads-up? Lechal uses gentle vibratory feedback on your feet to guide you invisibly. Their smart insoles and smart buckles attach to your existing shoes, promising to keep you afoot of the next turn.

 

 

 

 

 

WEARABLEX
ACTIVATED YOGA APPAREL

 

What if you could take a guided yoga session on your own time and on your own terms? WearableX has made that a reality with their Nadi X activated yoga apparel. Their pants include built-in haptic technology with integrated sensors that guide your yoga flow with gentile vibrations, keeping you aligned and energized. The future of wellness is in real-time feedback, and WearableX knows the right touch to share it.

 

ULTRALEAP
REDEFINING INTERACTION

 

What if you could feel tactile sensations with no wearables? No controllers? Just natural interaction. Ultraleap projects feeling directly onto your hands using ultrasound that combines hand tracking and virtual touch technologies. This enables you to reach into the digital world.

About VentureFuel

VentureFuel helps futurize established companies by tapping into emerging technologies and breakthrough startups. Their innovation programs solve specific business challenges, uncovering first-to-market opportunities and delivering tangible results. From Corporate Accelerators to Innovation-as-a-Service to Strategic Projects, VentureFuel leverages our global network of top investors, scouts, founders and academics to deliver what’s next, now.

 

LECHAL
FOOTWEAR OF THE FUTURE

 

There is nothing worse than walking down a crowded street and seeing a sea of tourists approaching, heads down, earphones in, tethered to their phones. What if they could navigate hands-free, hassle-free and heads-up? Lechal uses gentle vibratory feedback on your feet to guide you invisibly. Their smart insoles and smart buckles attach to your existing shoes, promising to keep you afoot of the next turn.

 

WEARABLEX
ACTIVATED YOGA APPAREL

 

What if you could take a guided yoga session on your own time and on your own terms? WearableX has made that a reality with their Nadi X activated yoga apparel. Their pants include built-in haptic technology with integrated sensors that guide your yoga flow with gentile vibrations, keeping you aligned and energized. The future of wellness is in real-time feedback, and WearableX knows the right touch to share it.

 

ULTRALEAP

REDEFINING INTERACTION

 

What if you could feel tactile sensations with no wearables? No controllers? Just natural interaction. Ultraleap projects feeling directly onto your hands using ultrasound that combines hand tracking and virtual touch technologies. This enables you to reach into the digital world.

About VentureFuel

VentureFuel helps futurize established companies by tapping into emerging technologies and breakthrough startups. Their innovation programs solve specific business challenges, uncovering first-to-market opportunities and delivering tangible results. From Corporate Accelerators to Innovation-as-a-Service to Strategic Projects, VentureFuel leverages our global network of top investors, scouts, founders and academics to deliver what’s next, now.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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Contact

10 Grand Central

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New York, NY 10017

Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

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