According to WebFX, 65% of small and mid-sized businesses have a pay-per-click (PPC) campaign. Since our informational field is full of various advertisements, it's very hard to stand out among this marketing noise.
Animated content is an excellent solution to the problem. The power of motion design is the ability to breathe life into your campaigns, leaving a lasting impression on consumers, and speak a universal language everyone gets. Let's delve deep into why animated ads are the game-changers you never knew you needed.
The uniqueness of animation in advertising
Animation in advertising is not just about dressing up messages in fun outfits. It's a powerful tool that offers flexibility, memorability, and universal appeal. Here’s what makes this marketing approach so unique.
Flexibility: Creating the impossible with motion design
Using animation, you can bring any concept to life, no matter how wild or whimsical. This is what makes animation so attractive for marketers and creators. It truly allows you to think outside the box, granting endless possibilities and untamed creative freedom. Whether you choose to tell a compelling fictional story to inspire your audience (or viewers) or to creatively showcase how good your eCommerce conversion optimization services are, it's all about engaging your viewers effectively and creatively.
Memorability: Making lasting impressions
A splash of color, dynamic characters, and vibrant scenes aren't just a feast for the eyes; these serve a deeper purpose. The psychological effects of these lively animations are nothing to scoff at. Our brains are wired to remember unique and unusual images; which is why these animated wonders don't just pass by – they leave a lasting impression and stick around.
Universal appeal: Transcending age and language barriers
Whether it's the nostalgia from our childhood or the universal appeal of visual storytelling, animation knows no age. It reaches out and tickles the fancy of both the young and the young-at-heart.
But the magic doesn't stop there. In our increasingly globalized world, language barriers can pose a stumbling block. Animation, however, sidesteps these obstacles with ease. With the power of visual storytelling, you can communicate complex ideas without uttering a single word.
Benefits of animated ads in marketing campaigns
Now that you understand the key reasons to turn to animation in your marketing campaigns let's dive deeper into the benefits of these advertisements.
Grabbing attention
Animated ads stand out, show off, and make heads turn. In a landscape saturated with static images and monotonous patterns, animation zips in, offering fresh air that inevitably draws the eye.
With its visual engagement, movement, and dynamic aspects like eye-catching transitions, bright colors, and visually engaging sequences, animated advertisements have a special power to capture viewers. In fact, statistics show that approximately 80% of users are more likely to watch the whole video if it is animated.
Conveying brand personality
Ever struggled to express what makes your brand unique? Animation can help you flesh out and hone in on your brand's identity. Animated advertisements allow businesses to display their unique features through imaginative stories, recognizable characters, and appealing imagery. For example, Coca-Cola's 'Catch,' commercial tells a funny story featuring the brand's iconic mascot, polar bears, as main characters.
Animation offers countless opportunities for bringing a brand's personality to life, whether it is through a mascot or an animated universe. Companies can effectively express their brand's personality attributes, such as reliability, creativity, or fun, by carefully developing stories and using visual elements that are consistent with their brand values.
Simplifying complex info
Animation can make complex concepts, sophisticated procedures, or technical details understandable and exciting for the audience by employing visual storytelling techniques. This preference is highlighted by the fact that 40% of consumers favor watching animated explainer videos over reading text-based content. These advertisements are exceptional in presenting complex information in a visually appealing and understandable way, whether through animated infographics, dynamic images, or tutorials.
An animated ad by Amazon thoroughly explains how their Amazon One app works. The video uses clear storytelling, relatable character, and images.
Creative possibilities
Motion design opens the door to a realm where you can let your imagination run wild and create stories that are unique, captivating, and engaging. Animations can be easily scaled, modified, and repurposed without losing quality or effect.
Thanks to this flexibility, companies can tailor their ads for specific platforms, zoom in on particular demographics, or adapt on the fly to changing marketing goals. And that's not all. Animated ads can easily be adapted to all kinds of platforms and social media platforms. This helps keep your brand messaging consistent across all touchpoints.
For example, look at one of the top computer manufacturer, Lenovo. They cooked up a seriously well-crafted ad for their Yoga Book. This tablet is mainly aimed at designers, artists, and illustrators. To really resonate with these creative types, the ad includes inspirational poetry and a slew of animation techniques, grabbing the attention.
Bringing emotions
Animated advertising may evoke empathy, joy, or even nostalgia by using relatable stories and imagery. This creates a strong connection between the viewer and the company. The dynamic nature of animation allows for the use of storytelling techniques, utilizing storylines that evoke the audience's emotions or inspire affection.
Better visibility
Shareability is a common feature of animated advertisements. Whether they are enjoyable, educational, or emotionally compelling, animated campaigns are often shared and can even go viral and reach audiences well beyond the original target group.
Interactivity
Motion design isn't just a passive viewing experience. With technological advancements, animated ads can now invite viewers in, letting them interact, engage, and immerse themselves in the experience. It's not just about watching a story ;it's about being a part of it.
The game-changing tech we're talking about here is none other than augmented reality (AR) and virtual reality (VR). With these tools, users can explore objects, play games, or even contribute to the components of interactive ads. This level of involvement helps to ramp up engagement and build some serious brand loyalty.
Clearly, such campaigns are pretty expensive and much harder to create, yet big players like Samsung are jumping in headfirst.
Take the launch of 837X, for example. It's Samsung's very own immersive virtual world that debuted in early 2022. The virtual space mirrors the design of Samsung's swanky flagship store in New York City. But it's not just static – it's evolved to include the “You Make It” quest. Imagine a universe full of bright, popping colors, a bunch of beautifully drawn locations, and three characters ready to join you on an epic adventure.
Wrapping-up
Animation is a chance to bring your business promotional activities to a new level. Yet keep in mind that there are certain drawbacks and restrictions. The expense and time involved in producing high-caliber animated advertisements is one of the key disadvantages. Luckily, the process can be considerably simplified with tools like LottieFiles.
Animation advertising often requires more resources, such as talented animators, designers, and voice actors, than static or live-action advertisements. All this can make your production costs tick upwards. Plus, animation isn't a quick process – it needs careful planning, plotting, and editing, which can take quite a chunk of time. So it's always worth keeping these points in mind before you jump in.
Author bio: Kate Parish is a chief marketing officer at Onilab. She has almost a decade of experience in the company and is still enthusiastic about every aspect of digital marketing. Kate sees the marketing mission in ensuring sustainable business growth. For this purpose, she helps companies and readers create efficient campaigns, solve common problems, and enhance crucial website metrics, such as conversions, bounce rates, and others.
