TV advertising vs internet advertising. A modern conundrum whose influence over the world of animation can’t be denied. As long as there have been adverts, there have been competing mediums of delivery. Illustrated advertisements waned with the rise of television’s attention-grabbing animation. And over the last 30 years, the internet has proceeded to throw its hat into the ring, causing an even larger ruckus than before.
But how has this change in technology affected advertisements – and more specifically animated advertisements – in recent years? Read on to find out.
A Short History of Animated Advertising
Animation and advertising have pretty much gone hand in hand since their respective inceptions. The very first came just before the turn of the 20th century, in the form of a groundbreaking (if a little grainy) stop-motion matchstick man appealing for viewers to send cigarettes to soldiers overseas. They really had their priorities straight in 1899…
Since then we have seen animation grace our screens in its many forms. This includes iconic originals and crossovers with popular cartoons at the time. The Flintstones even did a series of tobacco commercials in the 1960s (no, seriously – check it out). Also, we promise this blog isn’t sponsored by British Tobacco.
Whether through full on animated TV adverts or a subtle input from microinteractions here and there, animation and TV advertising were very much in sync. You might even say that the relationship between TV and animation was peachy. That is until an exciting, mysterious newcomer entered the fray during the 1990s in the form of the internet…
TV Advertising vs Internet Advertising - The Millennial Struggle
The influence of the internet has been indomitable in its perpetual growth. We’ve seen teenagers wandering the streets like zombies, faces glued to their screens. Companies that have ditched offices in favour of a totally online remote workforce. And daily calls from grandparents who can’t quite work out how to connect to “the wiffy”.
With over 90% of UK adults using the internet on a daily basis, it makes sense to utilise it as a platform for promoting your animated adverts. So it’s no surprise that most companies now use this as a tool for spreading their adverts across the globe. People spend an average of just under seven hours a day online, while only two hours watching TV. On top of that, when watching TV, 85% of people tend to be “double screening”, i.e. browsing the web as they watch their favourite shows.
This would appear to be a damning report for the fate of TV advertising. However, when it comes to advertising on these platforms, TV adverts are generally deemed far more trustworthy by viewers. But there are definitely benefits for both platforms…
TV vs Internet Animated Advertising - The Respective Benefits
Animated Internet Advertising Benefits:
- Your campaigns can be highly targeted. Advertising online allows you to target people based on their age, gender, location and even interests… Whether you think it’s awesome or pretty creepy that the internet has access to this data, it’s a great tool to have in your marketing arsenal. Deliver your product to who you want, where you want, when you want.
- The world is your (animated advertising) oyster. With internet video ads comes a literal global reach. From Tottenham to Tibet, you can make sure that your ad lands just about anywhere. (Although, maybe not literally in Tibet, given the internet restrictions…) This makes introducing your brand to new international markets a whole lot easier.
- Track progress accurately. Modern marketing channels come with a range of statistics and analysis that lets you assess exactly how it’s getting on. If you were to use your animation as a form of social media advertising – for example – you would have the benefit of seeing exactly how it is performing.
Animated TV Advertising Benefits:
- As previously mentioned, TV advertising is considered to be more trustworthy. Perhaps it is because people prefer more traditional advertising methods. Perhaps it’s because a lack of understanding has left a lingering element of fear around the internet, like those who still believe in witchcraft because of lingering bad luck. Whatever the reason, your animated advert is more likely to stick if delivered through a TV screen.
- You are expanding beyond your usual audience. TV video advertising doesn’t allow you to hone in on one particular audience. However, this has the benefit of displaying to a wider audience, unearthing potential interest from customers that lie outside your typical target market.
- Expand your brand’s reputation. It’s no secret that TV advertising isn’t cheap. This brings with it an element of authority and recognition. The affordability of online video advertising brings with it a fair amount of competition from lesser known companies. Advertising on TV is the best means of driving home what viewers already know about you. Letting them know that you’ve hit the big time.
Conclusions
However you choose to get your animated adverts out there, each side of the argument has its benefits. Looking at it from the perspective of tv advertising vs internet advertising, the former is the reliable stalwart, the latter an ambitious newcomer.
Then there is the fact that TV is now adjusting to the modern ways of life, through online TV subscriptions. For this reason, while the internet’s influence is growing, to say that it’s taken over would be inaccurate. But who knows what the future holds…
But enough about comparisons, here is where we come in… Our team of animators specialise in creating animated adverts to suit your company’s every need. From 2D animation to 3D animation and spanning a massive range of styles and industries, our experience speaks for itself.
If you want to find out how online or TV animated advertising might be best for your company or how we can help produce them, get in touch with our friendly team on +44 (0) 207 2886 319 or email us at wecanhelp@theanimationguys.com.
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