Wagner Consulting International

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With the improvement of technology, the techniques and the outcomes of animation have improved as well and this has led to the spread of its use for advertising. Animated videos are great for advertising because they seem cooler and are more engaging since animation has the instant ability of grabbing people’s attention.

As technology keeps evolving, the effects, colors and other characteristics of animated videos evolve as well, along with trends and uses. Here are some trends for video animation in the advertising world.

First, the number of people watching videos on mobile devices continues its upward climb. Some reports show that companies that distribute short videos (of around 30 seconds) are watched through to the end on mobile, something that does not happen when people watch an ad on a computer.

In addition, experts predict that videos will focus on being short. The internet and viewing habits are going shows that people prefer shorter and shorter videos each time. Therefore, in order to remain relevant for the audience and to completely catch their attention, companies will turn to short-form content.

Today, some of the ways that animation is used in advertising include character animation, which allows the creation of an animated character to represent a brand or product; animated advertisement made for TV, websites and social media platforms; animated infographics, which allows the training of staff or producing reports, information through more attractive channels.

According to experts, this range of uses will remain and some will be added in order to capture and keep people’s attention.

Another trend would be producing the same videos for different platforms. There are many platforms emerging today and there are also many small studios producing what they call ‘shortform content’ possibly for the internet or for other platforms yet to be invented.

Besides, the concept of working in animation will also evolve. Technology has widely spread in the animation workplace however, instead of replacing people there are more people employed today for the industry than ever before and there are many more different roles.

Finally, the world of advertising is also evolving with things like real time animation, dual screening, intelligent brand communication thanks to social media (which offers communication in both ways), but what remains is the need to share a message. Thus, experts say that video animation will also focus on being interactive in order to get attention and offer the idea of not only being spoken to but also heard.