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Computer animation has unique aspects that can not be matched by any other visual media!  It may be similar to other visual communication, but in terms of marketing and advertising it sits alone as a communication media.

Any data that changes meaningfully with respect to time can be characterized as time-based media. Audio clips, MIDI sequences, movie clips, video, and animations are common forms of time-based media. Such media data can be obtained from a variety of sources, such as local or network files, cameras, microphones, and live broadcasts (1).  Animation can be used to tell a story over time, and is more flexible as a visual media because products, characters, and brands can be animated to do ANYTHING your mind can think of.  This is where animation is in a league its own.  As a marketer you can show your brand in ways that are greater than what traditional photography can.  Marketers can create and alternative word where their brand rules supreme, visually travel inside the intricate moving parts of a NASCAR engine traveling 200 mph, or literally take your brand to the moon.  Animation will not only take your message to places you never dreamed of, it gets the consumer to the point rapidly.

Animation is the visual equivalent of a sound bite (2).  No other visual technology can compare to 3D animation when it comes to a rapid visual summary of a product or service, animation can make the most complex ideas or brand come to life, communicating your point or product quickly.  A swift visual overview is important when trying to get your brand across to consumers in 15, 30, or 60 seconds.  Along with a quick summary, animation will grab attention, increase recall and awareness.

Computer generated images will grab and hold your prospected clienteles attention in a unique way, thus boosting recall and awareness.  A high quality animated advertising campaign will put your brand in a category by itself; most of your competition do not executing animated campaigns, so your message will be relayed in a novel, fresh and impactful way.  The control and limitlessness that animation gives the message communicator can not be duplicated by any other visual method, this is why Hollywood uses animation and computer generated imagery in films…  Whether it’s used to show a building blowing up, a character dodging bullets in a “Matrix” type way, or creating an entire Pixar animated movie, animation is used because it can go beyond normal realms of realism and give the creator an opportunity to make anything and everything possible.  Animation will give you unmatched control over your brand’s message, this means you can demonstrate a product / brand in ways that are way beyond what conventional photography can show.

Check out Outlaw Media’s animation reels by clicking the multimedia tab to see how other companies use animation, and maybe get some ideas for yourself!

(1) (http://java.sun.com/javase/technologies/desktop/media/jmf/2.1.1/guide/JMFTBM.html)

(2) (http://www.harlanyaffe.com/html/animation.html)

Tags: advertsing, animation, animation in advertising, animation in marketing, brand, brand awareness, brand recall, building brand, cgi, computer generated image, high quality animation, hollywood animation, increase awareness, increase recall, marketing, media, Outlaw Media, outlaw media animation, pixar, product, time-based, using animation in advertising and marketing, viral marketing

This entry was posted on Monday, May 3rd, 2010 at 12:42 pm and is filed under Multimedia. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.