Online Animated Content: Online Animated Content: For entertainment, brand building, & market crossover Presented by Piper Ross Evolutions and Trends in Digital Media November 29, 2004

Animation Online: An Introduction  Why is Animation valid as a mode of communication?  Past uses for animation and applicable theories.  Animation in an online environment and more theory.  The industry today.  Potential uses in the future.  Summary  Questions

Animation Online: An Introduction (continued)  Why is Animation valid as a mode of communication? Social context Uses iconography and humor relevant to certain time. Satirizes culture and current events, which adds to our collective understanding of the times. Entertainment Value Delivers content in an entertaining manner. Fun to watch, creating a captive audience. Content-recognizable Makes information easier to understand for a broad audience. Cross-Culture appeal

Uses for Animation in the Past   Effective form of entertainment.   Content can be controlled: Used for Patriotism/Propaganda during wartime. Specific information can be relayed in neutral or editorialized manner: Advertisements Political Satire Educational messages

Animation and the theory behind it  Motion Effect Theory- Human beings exhibit a manifestation of physiological signs such as a decrease in heart rate, changes in skin temperature, and variations in brain electrical activity when exposed to moving images.

Animation and the theory behind it (continued)  Cultivation Analysis - Rather than through direct experience, information is relayed through a controlled medium.

Animation goes online  What it delivers: Entertainment: mini movies, animated shorts, music videos Advertisements: Banner ads Rich media advertising Pop-ups Crossover content: animated marketing for offline content (feature films, music, products or services) being developed for use in both online/offline markets.

Animation goes online (continued)  Distribution: Online: sites that host individual animations placement with other hosts (news sites, search engines, etc.) links through to subscribers Offline: TV Movie theaters Traditional print advertisements word of mouth

More theory.  Uses and Gratifications theory What do people do with animation? Explore content easily Watch for enjoyment Associate imagery/storyline content with product or service.

Positive elements of online animated marketing (from advertiser's perspective):  Can combine viewer's knowledge of services, products, entertainment, etc, from offline environment into online world and vice-versa.  Generate interest from coincidental surfing.  interactive nature allows viewer to customize experience.  large amount of exposure to advertisement possible, based on target audience's online habits.  combine online culture for fresh marketing material.  All combine for greater brand recognition, both online and offline.

Drawbacks for Advertisers:  Unlike established media like TV and Radio, web offers different challenges: Viewer can choose not to engage with advertisement and close any pop-ups, or ignore banner ads. Can only market to known online audiences, (also must target audiences that will be entertained by animated content, not annoyed). Design must be accessible and easy to use (can limit design and content possibilities).

Possibilities for the Future  Cross-Over Markets: cell phones: Ringtones, ringback tones, animated movies and screen savers PDAs: Animated movies, screen-savers and games. Movies: Acting as connector between movie industry and individual user's experience. Hybrid uses: Re-positioning established companies to new generation of users. Individual crossover and self-promotion: Individuals can position themselves for more exposure through new media bridges.

Summary  Animation is a powerful tool for communicating ideas.  Use of online animation is appealing to our enjoyment of both movement and interactivity.  Animated content can have mass appeal (cross-culture, sex, race boundaries).  An effective brand builder, if used strategically.

Questions  What are some factors in determining if animation is appropriate to use for online marketing?  How could online animation be enhanced to have even wider appeal to potential audiences?  Based on the uses and gratifications theory, how can online animation fill an online need?