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Animation Playbook
Top 10 Things to Know when Planning Animation
- We must remember that Animation is cross generational and enjoyed by all age groups. However, the main demographics that make up majority of admissions are 7-14- and 25-44-year olds which is consistent regardless of BO performance
- We cannot target children online, so when working with digital partners we must ensure that they meet the COPPA and ASA regulations
- Pester power does drive impact on the family. Children are as important in contributing and making decisions in the household as parents, therefore campaigns must compliment both audiences
- As a given, we buy across both CH and HPCH programmes within our TV campaign. This is to ensure that we reach audiences when they are apart and together, but the opportunity to run differing creative (HPCH programs may fall into ex-kids’ restrictions)
- The media consumption of children varies drastically and must be reflected in our plans and chosen partners. A day in the life of a 7-year-old is very different to a 12-year-old
- We must consider creative assets that will work harder for kids versus partners (for example, kids want to be entertained or know about the characters whereas parents respond well to reviews and VOX pops)
- As across other genres, non-traditional/featurette creative assets drive the highest level of engagement and conversion across audiences
- Typically, we see that warm and genre fans over perform than cold audiences, however parents’ performance has varied across title
- In-season activity is very important, especially when a release falls in line with school holidays or seasonal events
- Based on the release of more Live Action titles in the coming years (Tom & Jerry, Space Jam) we should look to separate and test Animation and Live Actions audiences within our audience frameworks
