Reasons why you might want to use lip sync in your animatics:
When making an animatic or boardomatic, sometimes it’s tempting to request all of the bells and whistles available, like complicated body movement or lip sync. Considering this can add time (and money!) to a project, it’s not always the best choice for each spot and many can do without it. However there are some instances where full lip sync is highly recommended, these include:
1) When you have an otherwise simple story or concept and the focus is on dialog or talking. Full lip sync can help keep people engaged.
2) To reinforce and emphasize copy or brand recognition for testing. If you want them to walk away with a solid idea of your concept or a particular brand name or tagline, seeing it being said will help your idea get across better than simply hearing it.
3) If your advertising concept depends on the performance of your characters, lip sync underscored with body language can help sell your idea and make it more realistic and convincing.
Even if you don’t have the budget for an animatic, there are ways to “cheat” lip sync in boardomatics by switching between artwork of different mouth positions. Even that can get you some of the benefits of fully animated lip sync without the cost and time constraints.
According to Daniel Kennedy of Kennedy Marketing Services, a marketing research supplier which tests a wide array of advertising, “it is important that the test ad communicates the central idea, but it is not necessary to have the ad reflect all elements that would be present in full finished film. Through lip syncing or other artistic elements, consumers are able to envision what a final ad will look like, and are able to provide insight into whether the ad provides new news, fits with a brand, and is engaging.”