November 10, 2023
Animation has evolved from novelty to digital marketing services essential. Learn how animated TV ads, viral social posts, mascots, and CGI revolutionized branding. Discover tips like choosing styles tailored to your brand identity and audience. Read this comprehensive blog by digital marketing experts on using animation for effective marketing.
Animation has evolved from novelty to essential, now playing a starring role in digital marketing services campaigns. This eye-catching medium offers unlimited creative possibilities for brands to connect with consumers in unforgettable ways.
But how exactly did animation make the leap from Saturday morning cartoons to Madison Avenue boardrooms?
Read on to learn the key developments that put commercial animation on center stage.
Animation and advertising first crossed paths in the early 1900s when J.R. Bray's studio began producing short animated films and spots. This included animations for brands like Puck Soap in the 1910s.
But it wasn't until the iconic bouncing ball singalong shorts of the 1920s and 30s that animation started becoming a force in marketing. Walt Disney even created early animated ads for companies like Johnson & Johnson.
Still, at this point, animations were seen as filler more than stand-alone ads.
The rise of television in the 1950s and 60s ushered in a golden era of animation marketing, cementing its place at the center of campaigns. Brands seeking to capture consumer attention in the crowded TV landscape turned to animation's eye-catching appeal.
This "Golden Age of Animation" paved the way for widespread adoption in marketing campaigns moving forward.
While animation marketing had focused primarily on child audiences, the 1980s and 90s saw a shift towards using the medium to target adults as well. The explosion of cable TV with channels like MTV, Comedy Central, and Cartoon Network made "adult" animation more mainstream.
Legendary animator Ralph Bakshi produced the provocative [Fritz the Cat] in 1972, proving animation's storytelling capacities beyond family fare. And The Simpsons, Beavis and Butt-head, and South Park showed primetime animations aimed at adults that could be hit.
Brands jumped on this trend, realizing animation's potential to capture the attention and imagination of consumers of all ages in bold new ways:
Traditional hand-drawn animation has historically been used for marketing and ads. But by the 1990s and 2000s, computer-generated imagery (CGI) animation was on the rise.
Platforms like Silicon Graphics computers made CGI animation possible for a broader range of creators. And the innovative CGI film Toy Story showed animators the storytelling possibilities with 3D graphics.
Brands jumped on the CGI bandwagon as faster production and more realistic graphics offered new creative possibilities:
The rise of broadband internet and social media opened up new possibilities for eye-catching animation in digital marketing services. Short animated spots and GIFs were perfect for grabbing attention in the information overload age.
Platforms like YouTube and Facebook enabled animations to spread rapidly. And sites like GoAnimate gave amateurs access to create their own simple animations.
Smart digital marketing experts capitalized on this trend, using animation for digital-age promotions:
Today, the animation is ubiquitous in the digital marketing services field. As technology continues advancing, brands find new frontiers like interactive 360° video and augmented reality animation to immerse audiences.
Platforms like Adobe Character Animator enable easier 2D character generation. And affordable services on sites like Fiverr allow anyone to access professional animation.
Leading examples show animation's ongoing marketing power:
Animation has cemented itself as an essential storytelling medium, allowing brands to connect with target audiences in memorable ways suitable for any platform.
As technology evolves, this versatile digital marketing services tool will continue taking the spotlight.
When preparing to add animation into marketing and advertising, digital marketing experts should follow certain best practices to maximize results;
First, carefully match the animation style to your brand identity, values, and target audience.
For instance, minimalist motion graphics may better suit a modern, tech-focused company, while cute characters appeal more to children's brands.
Test different styles through A/B experiments and get feedback before fully integrating across campaigns.
It's also wise to initially start small in scope before expanding the use of animation. Run localized tests and pilots first, using metrics like view-through rates to gauge performance. This evidence-driven approach prevents overinvesting in animation, that proves ineffective.
Working with specialized animation professionals and digital marketing experts like Consagous Technologies will also ensure the highest quality content. Their expertise smooths the production process.
Once up and running, constantly optimize animation marketing based on performance data. Closely monitor metrics like views, completion rate, clicks, and conversions to refine strategies accordingly. Animation needs to align with wider business goals, not just creative aims.
With deliberate testing and analytics, data reveals how best to utilize animation as part of a cohesive cross-channel strategy.
As technology continues advancing, creatives are pushing the boundaries of animation marketing:
Augmented reality and 360° video allow more interactive and immersive experiences
AI-assisted animation speeds up workflow and offers new creative possibilities
Creatives look for more ways to retarget consumers across devices
Brands blend animation and live footage for unique aesthetics
These innovations show how animation will continue evolving to play a starring role in digital marketing services.
Conclusion
From its humble beginnings over a century ago to today's digital age, animation has cemented itself as an essential medium, allowing digital marketing service providers to capture consumer imagination across demographics and media platforms.
Through memorable characters, compelling stories, and eye-catching styles, smart marketers realize animation's unique power to connect with audiences and communicate brand values. Technological innovations in digital marketing services will only expand possibilities moving forward.
While animation offers many benefits, some challenges can arise in implementation:
Careful strategy and working with experienced animation digital marketing experts help overcome these hurdles. Animation remains an unparalleled medium for capturing viewer imagination.
At Consagous Technologies, a leading digital marketing company, our animation experts help clients assess if animation is the right fit and how to maximize ROI across platforms.
Contact us today to explore how custom-animated content can boost your next marketing campaign.
