Mesmerizing photo shoots – new era in advertising

There’s a new trend spreading its wings across the Internet by impressing social media audience. Cinemagraphs had conquered the hearts of advertisers due to their unique ability of attracting people’s attention without annoying them.

But what is this uncanny moving picture exactly? A Cinemagraph is an image that contains within itself a living moment that allows a glimpse of time to be experienced and preserved endlessly.

Visual Graphics Artist Kevin Burg began experimenting with the .gif format in this style in 2009 but it wasn't until he partnered with photographer Jamie Beck to cover NYFW that Cinemagraphs were born. They thought the format would be ideal for advertising. "People can't stop staring at them," Burg said. "Isn't that what advertisers want?"

"We've had all kinds of new inquiries [from brands]," Beck said. "They don't want a video that's so noisy; they want a cinemagraph because it has more elegance."

A cinemagraph created for Ecco Domani by Burg and Beck's Ann Street Studio.

Online advertising has a stake in using Cinemagraphs, as they can easily boost their banner and display campaigns. Images mostly spread on Twitter and Tumblr thanks to people’s affinity to share the most creative ones. That’s the biggest advantage of the above genre, as it happens rarely that anyone would willingly share a commercial, most users usually try to get rid of ads. But not Cinemagraphs! They’re oddly captivating, almost possessing a hypnotic power.

Technically, a cinemagraph is just a gif — one of those animated web files that repeatedly replays as a short piece of video created from dozens of still shots layered on top of each other.

The innovation with a cinemagraph is that most of the image remains still, and only a piece of it moves. The result is a gif of much higher quality that captures a haunting movement.

A cinemagraph created for Ecco Domani by Burg and Beck's Ann Street Studio.

Facebook and Instagram are trying to involve advertisers as well, as there’s a great financial potential in this territory. They even created a Facebook guide to promoters called "Hacking Facebook Autoplay."

Facebook has only been able to support such creative because of its autoplaying video, which sets images in motion without users having to click a button. "Advertisers buy it just like video," the ad insider explained.

Just last week, Facebook updated Instagram allowing videos to play on a loop, which would help brands post their Cinemagraphs set on a constant repeat.

Thus, social networks try to get the most out of this idea, Tumblr’s new advertising service; Tumblr Radar constantly receives inquiries for ads, even though spots start at $25,000 a day.

Coca Cola, Christian Louboutin, Tiffany & Co, Volvo Ocean Race, Diesel had used Cinemagraphs during their latest campaigns with great success. Coca Cola had launched Facebook posts of its own Cinemagraph as well.

coca-cola.tumblr.com

 

coca-cola.tumblr.com

Sources:
www.adweek.com
www.cinemagraphs.com
www.businessinsider.com
www.coca-cola.tumblr.com

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