The Impact of Animation on Advertising

Advertising has been a booming and expensive industry in recent times. Just last year, it is estimated that companies in the United States spent roughly $171 billion on ads, an incredible number that will be dwarfed by estimates for spending in the next decade. Online video advertising in particular, whose spending only amounts to only around $5 billion, is expected to increase dramatically. In fact, another survey reveals that about 50% of companies are looking to shift their strategies to online video.

A popular example of animated advertising that has made it big in marketing circles and is expected to take off is the unique explainer video. An animated explainer video is a relatively new method of marketing and advertising, but it has already left its mark among companies. According to statistics, animated explainer videos help increase conversion rates by 20%, though companies can potentially see higher rates of conversion.

Why animation? What is it about animation that makes it a sought-after style for ads and explainer videos, turning out such high conversion rates?
Simply put, a company can do more with animation. Whether that’s telling a story, creating a character, or just catching the eye, animation has the potential to do anything. Imagine Tony the Tiger as an actual animal, or a regular kid eating a Butterfinger bar instead of Bart Simpson. It probably would not have had the same effect and would not have worked out as well.
Animation in advertising also opens the door for creative scripts. Consumers today have high expectations. Ads are everywhere, and people have seen and heard a plethora of pitches and commercials in their lifetime, especially with technology so ubiquitous. Because of this, people are easily annoyed and simply bored with ads that are not creative or engaging. Consumers have seen it all before — they want more or they won’t care.

With animation, companies are finding it easier to share their message and produce engaging scripts. It’s not enough to simply have an ad — companies are competing for attention and notoriety, and the only way to get it is with an ad that stands out from the crowd. Animated advertisements have become a method in which companies can express their creativity and take their advertising to the next level.