What are animated advertisements?
An animated ad is any digital display unit that has movement—no matter the intricacy or simplicity of the movement involved. In contrast, static banners have zero movement; they’re the web equivalent of your morning paper. Over the years, in a bid to hold user attention, old fashion static banners have evolved to become animated banner ads that you see on most web pages today.
You may hear ‘animated’ and get nervous thinking of Pixar-like frames of animation but don’t panic! Animated banners can run the gamut from subtle pans and zooms on the background image, to copy that fades in and out, to fully animated characters. Because of the eye catching movement, animated banners stand out from the static data on websites and social media platforms and can provide much higher ROI than a similarly static campaign.
How can your business benefit from animated banners?
Animated banners have the innate ability to be unique and stand out, which means that users will engage with your banner for a longer period. This might not seem too impressive, but studies show that 1-2 seconds extra viewing time can translated into a huge jump in brand recognition. For example, according to a study conducted by Inskin, “50% of users were able to recall the [animated] advertised brand after 1-2 seconds of visual engagement time, versus 35% after only 0-1 seconds.” This goes to show that animated banners translates directly to higher user engagement!