Animated GIF’s have been around for years on the internet, but have never found a home in advertising outside of those flashy internet banner ads. Netflix teamed with Ogilvy & Mather Advertising to take animated GIF’s to their street advertising campaign. They created 100 new outdoor signs that feature animated GIF’s using clips from their favorite shows. The digital signs vary from statically repeating the GIF to only setting GIF in motion when an action occurs, like a train entering the station. Using animated GIF’s allows Netflix to bring motion to their ads without the high cost of other digital media options.
Using digital signage also allows Netflix to remotely change ads to keep their signs current and relevant. While animated GIF’s have been mainstream online, this is the first time we have seem them used in a massive ad campaign targeting the street.