How Cinemagraphs Are Changing Advertising - Business Insider

Online advertisers have begun to explore the use of cinemagraphs?a type of animated gif?to shake up their banner and display campaigns.

In the year since the term "cinemagraph" was first coined by graphic designer Kevin Burg and photographer Jamie Beck, the images have become a class of digital photography all their own.

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, within which is a subtle, often haunting piece of movement.

Cinemagraph.com

Kevin Burg and Jamie Beck, the creative team behind Cinemagraphs.

Cinemagraphs are particularly suited to Twitter and Tumblr, because people like to share the good ones.

Tumblr's new service for advertisers, Tumblr Radar, is already set up for advertisers to promote branded cinemagraphs. (Spots start at $25,000 a day.)

Here's a selection of some of the most effective use of Cinemagraphs in recent ads.

Source: http://www.businessinsider.com/how-cinemagraphs-are-changing-advertising-2012-9

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