Online Animated Content For entertainment, brand building

							     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
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 email 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.
        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
             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).
           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