Animation Industry As Advertising Business Opportunities in

the Digital Age

Adhytia Rizal.K*
1Departemen Ilmu Komunikasi, Universitas Komputer Indonesia, Indonesia

Email : adhytiarizalk@mahasiswa.unikom.ac.id

Abstract. The purpose of this research paper is to find out how effective the animation industry
is in the business or advertising world such as creating advertisements using animation elements
in the form of public service advertisements or other goods, the method used in this paper is to
survey and interview how effective and produce the animation industry in the business field or
advertising. The results of the research show that the animation industry is very promising and
very profitable to do business through advertising services or goods and services, that the
animation industry is growing rapidly which is also in great demand by companies that want to
advertise their products with animation style 2 Dimensional or 3 Dimensional.

1. Introduction
Collection of data needed by using interviews and field observations. Interviews are to managed by the
producer for making the data generated while of observation is a method for data collection that is used
to collect existing the research data through direct observation of spaciousness. That research is carried
out by observing the process businesses that exist in several places or producers use information
technology. Information technology and the internet have a dramatic effect on business operations. [1].
In this research, it is very function to be a supporter of the author's research especially in the element of
data collection using the interview method and using the field observation method in this case the
researcher uses the method of interview and field observation in the animation industry especially and
interviewing the animation actors.
The digital revolution has directed videogame and animated film makers to work together at an
economic and artistic level to unite their knowledge and skills and offer new products and services. [2].
In this study using the same method but quite different in terms of actors for its manufacture as in this
study ad makers and animation actors work together to create animation-based advertisements such as
community service animations using animation methods and advertising goods or services using
animation so that it becomes product. new and present new advertising also for in the field of advertising.
The purpose of this paper is to determine the efficiency of online stores in conducting all types of
transactions by consumers and to find out that online stores also have a greater chance of becoming
important businesses. [3]. In this research, it explains more on the efficiency of online stores in creating
important business opportunities while the research that is being wished to be discussed is to focus on
the efficiency of the animation industry in the field of advertising in the digital age. Experiments, with
different participant populations, show that the effect of attraction in the online shopping environment
depends on the format of product animation. [4] In this study serves to support the author's research
aspects depending on the attractiveness of the Animation displayed so that it can support the Attraction
in the use of advertisements to make consumers interested or interested in the products to be advertised
such as public service ads, product advertisements or service advertisements. The best ad is determined
based on the predicted response, and then shows, i.e. displayed, in the user terminal, based on available
ad space. [5] In this study also serves to support the author's research from aspects of how advertisements
created or produced meet the desires of consumers and advertisements are among the best
advertisements produced so that these ads can predict the response of consumers.
Advertising is one of the strategies in marketing communication, to introduce or explain the products
being marketed. The strategy that is often used in firing target markets is grouping markets / segments
as potential buyer / user areas.[6] In this research, it serves to support the author's research from the
advertising aspect because the advertisements to be discussed by researchers use the animation industry
where the advertisements must also recognize potential consumers and market recognition because the
animation industry market is precisely in the field of advertising which is indeed quite significant that
uses products that have advertise through Animation want it to be a 2-dimensional or 3-dimensional ad.

2. Method
Method used in this paper is a survey and interview method for actors in the animation industry. This
survey and interview method is used to find out the extent of the usefulness and development of the
animation industry in the field of advertising, especially service or goods advertisements. 2-dimensional
or 3-dimensional animation where this business opportunity can be used by young people to find out
how far the animation industry has business opportunities in the digital age.

3. Results and Discussion

Based on results of research that actors in the animation industry are indeed very profitable that
animation can be brought into the realm of advertising because many people think this is new animation
is usually used for films but can also be used to be advertisements of goods or services and can also be
a public service advertisement in collaboration with the government these are several types of
advertising objects or services that use animation.
 Figure 1. Public Service Animation Ad

Access date : October 2019

This picture is a snippet of a 2-dimensional form of public service adverts about early marriage that is
packaged in motion graphics in the form of moving images, the use of characters to reinforce the
contents of the message to be conveyed in the ad.

Figure 2. Oreo Product Advertising in the form of Animation

Access date : October 2019

This image is a product advertisement snippet using 2-dimensional animation where the ad is packaged
in a gambling manner and displayed too with a comedy so that this product advertisement is very good
to be categorized for product adverts because in fact the product advert is advertising the product itself
to attract consumers.
 Figure 3. Pocari Sweat product advertisements in the form of animation

Access date : October 2019

This image is a snippet from a Pocari Sweat product advertisement which is packaged with a 2-
dimensional animated ad with a smooth packaging without too showing off the product itself because
of the advertisement it does look the product is not always visible from the first minute to the last minute.

Figure 4. Tokopedia services advertisements in the form of animation

Access date : October 2019

This is a screenshot of a product advertisement from Tokopedia using 2-dimensional animation which
explains how the use of Tokopedia in ordering goods to the destination means that here shows that the
animation industry in the form of animation can penetrate into the advertising field because it is felt very
attractive with a new look.
This shows that the animation industry is very much favored by companies to promote an aniamsi goods
or services in the form of 2 dimensions and 3 dimensions. Usually this animation works a week or 1
month more than planning to make the ad.
These are the results of the references listed above using the survey and interview methods so as to
produce a percentage in this survey as a benchmark of 10 advertisements included in the animation
studio.
Table 1. Percentage of Ads in Froxo.Inc Animation Studio

Ad Type Booking Percentage

Public service Advertisement 2 20%
Item Ad (Product) 5 50%
Service Advertising 3 30%

In the Froxo.Inc studio in Cimahi, Jl.Ibu Ganirah No.128 Cibeber, Cimahi Selatan, Cimahi City the
percentage obtained as the table above with the highest income from advertising goods with a value of
50% because advertising is very much and companies that want to promote products his. Because the
biggest revenue in Froxo.inc is from goods and services advertisements. Service advertisements occupy
the second position with a percentage of 30% usually service ads are not too concerned with advertising
using animation because they have to match the existing reality but can also be packaged by an
animation. The public gets the last position with a percentage of 20% because the public service adverts
come from the froxo.inc government. They have worked with the city government to make public
service ads but not always use animation because the government budget is usually used for advertising
not using animation.

Table 2. Percentage of Ads in Formig Art Animation Studio

Ad Type Booking Percentage

Public service Advertisement 4 40%
Item Ad (Product) 5 50%
Service Advertising 1 10%

In Studio Formig Art Jalan Kamarung No.69, RT.2 / RW.5, Citeureup, North Cimahi, Citeureup, Kec.
Cimahi Utara, Kota Cimahi. As the table above the percentage of public service ads is high because
Formig Art studios work closely with the government so every government wants to conduct any
program always passes formig art studies through 2-Dimensional or 3-Dimensional Animation
advertisements while Product Ads still occupy the first position with a percentage of 50% because most
in the studio formig art always get companies that want to promote products through animation because
it is considered attractive and a lot of profits that get service ads ranks last which is 10% because service
ads lack interest in making ads using these animations.
 Table 3. Percentage of Ads in Sunny PhotoWork Studio

Ad Type Booking Percentage

Public service Advertisement 2 20%
Item Ad (Product) 6 80%
Service Advertising 2 20%

In the studio Sunny PhotoWork is located at street 1 No. 16 sub-district North Cimahi, Cimahi City. As
the table above, the percentage of advertisements using animation media results in the area of product
advertisements with a percentage of 80% because there are quite a lot of enthusiasts from these
companies using products. Public service advertisements and Service Advertisements are the same as
20% because in this company less than both fields use animation, but consumers are more fond of
product advertisements using animation from the studio.

Based on the survey results from the three studios above, it really shows that the animation industry is
very influential in the field of advertising because the ads now used are attracting consumers with
attractive and new packaging so that one of the ways to use animation packed in advertisements is public
service advertisements, product advertisements, and service advertisements. From this it can be
concluded that the Animation Industry can be used as a business opportunity in the field of Advertising,
especially in this digital era which is very practical.

4. Conclusion
The conclusion is that the authors of this study prove that the Animation Industry is very business
opportunity in the field of advertising in this digital era and get a fairly high profit and develop the
animation industry again in Indonesia. Animation Industry is very interesting to be in the advertising
field because it creates products new in an attractive packaging and different from advertising in general.

Acknowledgements
The authors would like to thank the Chancellor of Universitas Komputer Indonesia (UNIKOM) and Dr.
Ir. Eddy Soeryanto Soegoto, who provided material on Entrepreneurship / Entrepreneurship subject, and
all lecturers of the UNIKOM Communication Studies who have provided lots of material on Technology
and Information, as well as to my parents who have been supporting and praying for me.
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