- More revenue. Assuming media and production companies have the expertise to integrate brands into animated content, only the imagination is the limit to what can be sold to advertisers across multiple platforms - mobile, the web, games and TV.
- Media companies may need to start hiring good animators, since brand integration in this genre requires the touch of an artist.
- It might not be wise to oversell a programme, however. Could Animax be offering too much to advertisers too early with LaMB?
- The idea that a brand of soap powder could suddenly morph into a superman-like hero figure in a non-commercial environment is understandably an exciting concept for marketers. Especially if it's cheaper than a 30-second TV spot.
- But beware a backlash from gamers or viewers who are not in a state of mind to be advertised to. Brand integration must be seemless otherwise more harm could be done than good.
- Go cross-platform. Animation is a medium that works better across a variety of platforms.
- Don't dive in. Yes, animation is new and exciting. But it isn't for every brand. Fast food, soft drinks, beer and sporting goods, yes. High-brow luxury brands best to steer clear.
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