Animated Ads – How the red morph figures of the Change4Life came in to being

Mimic the well-loved infographics and cartoons of our time. That’s the key to making a successful motion-centred ad. Animation in online advertisements similarly bring a burst of colour to our screens, and can portray complex messages in an easy-to-digest way. But how can we use the animated imagery that extends its arms to the child in all of us?

Ranging from the moving graphics showing information in an attractive way, to the caricatures that we come to associate with the brand, animation is a sure-fire way of blooming from the dulling field of content advertising. With its playful nature and eye-catching motion, animation can be utilised in multiple methods of advertising.

When shareability is concerned, video dominates the ad industry. Aberdeen Assets are one of a few big investors in animated video, alongside Apple and Google. An embedded video can triple the click through rate when used in emails, and can increase conversion by up to 80% when used on a landing page. That’s not bad, right? Match that up to the naturally attractive animated scenarios that ensure direct understanding through their easy to comprehend visuals, and you’re on to a winner. Dean Biswick, director at Gorilla Gorilla commented on their study ranking the best animated ad performers – in regards to the reasoning behind a successful animated ad, particularly Google’s, they all demonstrate characteristics ‘from simple explainers to more emotive people-led animated stories they employ a consistent tone of voice— managing to balance a light-hearted touch with often detailed or complex subject matter.”

Banner ads (don’t groan just yet, they can be cool too, I promise) are an alternative platform that have been shown to benefit from the use of animation, compared to their original static seating on a website. The best use of animation within a banner ad is often small and subtle, as an intrusive convulsion at the side of a webpage will do the opposite to the audience, and deter them from the annoying ad that’s trying to distract them from what they’re trying to read. However, when used correctly, they can contribute that little bit extra to the ad, directing interested eyes towards them voluntarily.

The moving ad can be perceived as having more depth, representative of a creative, imaginative and lively brand with innovation on offer to customers. The banner ad creator can choose between using a .gif image, a flash banner playing video content, or the most engaging of the three is the use of an HTML5 graphic. The latter of the three is also the most compatible across devices, and can use both video and .gif content, so is monopolising the usage of banner ads based on its functionality and success. Of course, banner ads also provide the expansion upon rollover, which means that added information can be placed alongside the original, offering a more in-depth product advertisement.

Static ads still have their place on a webpage, and have even shown success over their animated alternatives. Though don’t take this as a sign that the static ad is superior, as many agencies put it down to the execution of the ad. If an animated ad utilises a call to action early on or clearly in the motion, then it achieves a much higher success rate than a static ad would. The pitfalls of the animated ad are when it takes too long to display a CTA, a shot in the foot when it comes to a user quickly scrolling through a page and literally just missing the ads main content. As well as using an immediate CTA, include a promotion alongside your brand name/logo to guarantee the capture of your audience’s attention when they’re blitzing through a webpage.

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