Thursday, February 26, 2015

Animation in Advertising

Every couple weeks I like to go through Vimeo's animation section and see if anything new and interesting has popped up. A couple days ago the studio Motion Authors posted a new short animation they had done as an advertisement for an App. The thing that was a little different about this advertisement is that it was specifically designed as a Youtube Preroll advertisement.

With everything we've learned in this course so far, I don't think it's too far of a stretch to say we all could make something similar to this advertisement without too much trouble. The designs are pretty simple and the movement in the animation isn't anything too crazy. However, what I thought was interesting was the timing.

One thing I've noticed when watching Youtube prerolls, is a lot of the advertisements clearly weren't made with Youtube in mind. Many ads that pay for their pre-roll spot, if played in a "skip after 5 seconds" context, fail to get enough of a point across so that people still know what you're talking about. They spend too long on a "catch" that most likely won't work, and fail to say what their product is. This advertisement however hits all the milestones. In the first 5 seconds, there is a catch, name of the product mentioned, and logo displayed. By the 15 second mark, we know what the product does. And of course, by the full 30 seconds we learn how its relevant to our lives.

With all these things in mind, do you think you could market yourself as being a useful member to an advertising team?

Ibotta YouTube Shorts from Motion Authors on Vimeo.


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