The Utility of Animations

Animated ads

The Case for Animated Ads

Brands rely on display ads to break through the noise and make customers aware of their products and service. It’s proven that high quality creative stands out and animations are a practical way to do that. However, many graphic designers aren’t equipped with technical design tools to create effective animations. Static design with text and imagery isn’t going to work the way it used to, so you’ll need a designer who has the know how and the ability to work with animations.

Static Ads and Photoshop

In most cases, designers create with Photoshop to make static graphics. The result is an ad with cramped text and images– which ultimately results in an overcrowded display ad or a display ad that is too vague. The beauty of animations is their ability to get a lot of messaging into a single ad unit without destroying the user’s ability to retain the info. You effectively create more advertising space by having elements move in and out of the ad.

Using Animations to Improve Messaging

When you use a DCO (dynamic creative optimization) platform to support your design process, you can take advantage of animations and localization, or any elements that make sense based on your campaign goals. As you consider how to rework your design methodology, keep these ad tenants at the forefront as you implement design.

Grab attention:

Motion attracts attention. As you scroll a crowded web page of content, something moving will cause the user to stop. The main job of any creative execution is to get the users attention and animations do that extremely well. It’s wired deep into the human brain to notice things moving in the line of sight.

Create More Space:

Animations give you more “frames” for content. Ad units can be a designer’s challenge when trying to balance all the business requirements for a product, a sale or promotion, a benefit statement, and a CTA, along with any disclaimers. Frames allow for more copy in the same amount of space. Increase information value and decrease the clutter making it a win/win.

Use Transitions to create Modularity:

Animations help with modular design, meaning you can swap in different variables for each element. This enables effective A/B testing and modifications post launch.

Advertising is about Attention

Animations create movement that draws the consumer’s attention to an ad. Customers are exposed to over 10,000 ads per day, in order to be memorable an ad must be remarkable and helpful. With creativity, relevant information, and more information (without the clutter) ads have a better shot at being remembered. Implementing animations into ads means increased ROI.

Aren’t Advertisement Animations Expensive?

In the past finding someone with the skillset to create animated ads and deliver them was often cost prohibitive (or knowledge prohibitive). But now, in 2022, DCO platforms make delivering animated ads accessible. With a design template and a Google Sheets advertisers can create animated campaigns to boost ROI – this is called programmatic advertising. Software tools are putting the power back in advertisers’ hands by opening bottlenecks and empowering smaller companies get their message out in a relevant manner.

Incorporating Animations into Your Ad Unit

Animations are the proven way to improve your design process. Use programmatically animated ads from a Google Sheet to deliver highly relevant data. What will you need?

  • Data
  • Select Variables (Weather, Locale, Schedule, Holidays, Sales, Discounts, Etc.)
  • Ad Template
  • Dynamic Creative Optimization (DCO) Platform

Clorox Case Study

Advanse, a leading DCO platform worked with Clorox to build an animated ad that both:

  1. Educated consumer on the product
  2. Informed consumer where to get the product
  3. Not cluttered and localized

Animated ads

Key Business Takeaways:

Animated ads improve ROI by adding more “real estate” (frames) to ad units while using motion, to get more attention. Previously, these types of ads were reserved for big budget agencies with specialized talents. But, DCO platforms use programmatic ad deliver to create a high personalized and relevant experience. Turn one ad template into 1000s of animated ads to attract high-converting customers.

Get in touch with Advanse to scale animated ads today!

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