Business development managers hungry for innovative ways of engaging consumers and boosting online advertising sales might wish to take a look at the offerings of Adnimation, a startup based in Deerfield, Illinois that thinks it has a cure for the growing phenomenon of banner blindness amongst web surfers.
New life for unseen, unclicked, unloved banners
It’s just launched a new ad network that uses humorous and engaging media animations to breathe new life into standard banner ads. The more informed business development manager will be aware that recent research has highlighted a spreading problem with banners: just one in every 1,000 web surfers actually click on online ads, while the rest have become effectively blind to them.
But Adnimation has come up with a potentially promising solution. It’s not creating new animated ads, it’s overlaying existing, standard banners with clever animations, so they burst into unexpected life (and maybe raise a smile or three in the process).
Tomer Treeves, the startup’s founder and CEO, explains:
“The motivation for creating Adnimation is the lack of clicks in a multi-billion dollar market. Most ad networks report having more ads sold than placed, and most websites report a dwindling volume of clicks and earnings. Adnimation wanted an advertising method that solves both problems with added value to users who prefer the fun ads and give them real attention before clicking. With Adnimation, advertisers and publishers of all sizes can tap into our rich media capabilities.”
A little idea with big prospects?
Talking to TechCrunch journalist Anthony Ha, Treeves explained that Adnimation could transform a standard banner for, say, cat food by showing an animated cat jumping over the page, whereupon it uses vision-guiding techniques to draw the visitor’s eyes back to the banner message. Advertisers themselves don’t have to create the animation; that comes from Adnimation’s own expanding library of animations. And as any canny business development manager can see, that means there’s no extra expense for advertisers in time or money – they just supply the banner and Adnimation does the rest.
The animations work on both desktops and mobile devices, and the startup ensures that very big brands get exceptionally high-end animations from the company.
At this stage, the startup has raised what Treeves described as a “very small pre-seed investment” from unnamed Israeli investors.