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S tudies have shown a more than 40% increa-
se in the use of animation in advertising of
the past year alone which means that more
and more businesses are discovering that
animation works to sell, explain and train.
Well produced animated adverts improves
site visits, google search engine optimisation as well
as sale conversions. Animated advertising is cost ef-
fective and produces results. Why wouldn’t you want

Ato use animation in your advertising campaign?
nimation is generally fun to watch and
creates a higher viewer engagement
than traditional adverts.Animation of-
ten involves humour or comedic aspec-
ts that keep the viewer entertained for
longer and also invites sharing for bo-
nus marketing potential.Animation allows you to be a
lot more creative as you can present almost anything
in animation, you don’t have to stick to what is realistic
or possible as you would with live action videos. Blen-
ding the fanciful in with your story is also a good way
to capture viewer attention for longer.Animation can
capture the essence of your brand and express exactly
what you are wanting your audience to understand
about your product or service.Advertising animation
generally consists of short videos that communicate
clearly and quickly and impart information in a crea-
tive way to be memorable .Animation provides comic
relief in most instances which makes it more interes-
ting to viewers in general. Some of the ways that ani-
mation is used in advertising today includes:

ANIMATION & ADVERTISING 36

A nimation is a multibillion-dollar, global
industry that has a place in more major
industries that you think. While most
people associate animation with enter-
tainment (i.e. television, film, gaming),
it is viewed as a powerful communica-
tion tool in advertising, business, education, interior
design, architecture, medicine, engineering, and te-
chnology. In fact, besides the film and video industry,
the industries with the highest levels of employment
for animators are computer systems design; software
publishing; advertising, public relations, and related
services; and other information services—in that or-

Tder.
his means that advertising has the fourth
highest level of employment for anima-
tors and demand in the industry is expec-
ted to grow. According to UK’s Three Mo-
tion Media, between 2012 and 2013, the
industry saw a 40% increase in busines-
ses using animation. The reason for this, says TMM, is
“forward thinking organizations have been marketing
digital content for many years. However, this recent
rise in animation production (and sharing) is being
driven by those seeking to capitalize on the medium’s
expressive nature, its ability to communicate a brand’s
spirit, and most importantly, deliver content in a for-

Fmat that can surpass perception or reality.”
urther, creating animated characters,
landscapes, and scenes is a lot less expen-
sive than creating a live production. The
cost for the celebrity talent alone for a
live production could account for a large
percentage of the projects budget. Voice
actors are much less expensive and the costs could be
even lower if characters are created online.

ANIMATION & ADVERTISING 37

A nimation in advertising is nothing new
though. Cartoon ads date back to as ear-
ly as 1920 and bringing the characters to
life wasn’t too far behind. The “Botany
Lamb” series of commercials (1941) are
often cited as the first animated tele-
vision commercials and in 1947, the “Reddy Kilowa-
tt” character, created in 1926, was brought to life by
means of cel animation by cartoonist Walter Lantz.
And who could forget Tony the Tiger (1952), Trix Ra-
bbit (1957), Jolly Green Giant (1958), Mr. Clean (1958),
Charlie the Tuna (1961), Cap’n Crunch (1963), the Pi-
llsbury Doughboy (1965), The Keebler Elves (1968),
and Hamburger Helper Helping Hand (1971)? And to-
day we have the computer animated M&M characters,
the Aflac Duck, the Geico Gecko, Chester Cheetah, and

Ymany other unforgettable characters.
esterday’s animated characters are tou-
gh to forget because they are still around
today promoting these enduring brands
to a new generation of consumers. You
simply cannot think about tuna without
seeing images of Charlie dancing around
in your head. And today’s animated ad characters are
even tougher to forget. Besides TV, print, and don’t for-
get radio, these characters have made their way onto
our computer screens, laptops, cell phones, iPads, ta-
blets, and even video game consoles. So, you can cer-
tainly see the importance of animation in advertising
on all fronts, but let’s zero in on digital content—just
for a sec.

ANIMATION & ADVERTISING 38

A nimation has become the highlight of di-
gital marketing campaigns because not
only does it make promotional online
videos more entertaining (studies show
that funny content was the most shared
content in social media), it communica-

tes the message more effectively. For example, accor-

ding to Softway Solutions, it would be “impossible to

show the internal working of a product or a process as

the real time video may not be able to film/show the

internal process.” Animated videos “will have a better

recall value as they present information in a visually

Fattractive manner.”
urther, says Softway, with animations you
can create videos, which are not realistic,
but can depict your imagination. These
videos allow you to show some new inven-
tions from the company, and also create
curiosity among the customers about the

product. These “explanatory videos, which contain

animations related to product specification and featu-

res will make customers excited about the product.”

They will eagerly wait for the launch of the company’s

next new product and “help create a buzz in the indus-

Stry.” o the next time you’re wondering about
how important animation is in advertising,
just try thinking about auto insurance wi-
thout thinking about the Geico Gecko or
green beans without the Jolly Green Giant.

The impact of good animated characters in

advertising is so tremendous, that, without much ef-

fort, their images will continue to sell products to con-

sumers for decades to come.

ANIMATION & ADVERTISING 39

ANIMATION & ADVERTISING 40

DON’T JUST STATE
IT, ANIMATE IT

ANIMATION & ADVERTISING 41

Reasons Why Anima-
tion Might Be Right for
Your Brand

Often, the decision to use animation is a debated
one. If you and your company are on the fence over
an animated video, consider the following reasons
animation could strengthen your brand:

It’s cost effective. Ironically, people believe that an-
imation is more expensive than it actually is. While
good, complex animation will cost a bit of money, so
will an entire day of filming a real life commercial.
Keep in mind that commercials require a crew, set,
make-up, talent, editors, and much more. In other
words, if money concerns are an issue, you might
be surprised to weigh the cost of animation against
real life filming.
They’re more effective. Animation doesn’t have to
be limited to video. For instance, many brands use
animation in the banners that run across their
websites. Keep in mind that according to recent re-
search from Crisp Media, banner ads with anima-
tion are 4.5 times more effective than static ads.
Creativity. Consumers love creativity; creative ads

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