Employing visual effects in interactive animated advertising on social media

Document Type : scientific articles

Authors

1 advertising department,Faculty of applied arts, october 6 university

2 Assistant Professor, Advertising Department, Faculty of Applied Arts, Helwan University.

3 مدرس بقسم الإعلان، كلية الفنون التطبيقية، جامعة حلوان

Abstract

Social media has become one of the most important modern advertising tools, providing access to a broad audience and allowing effective targeting. Interactive animated advertising is one of the prominent digital advancements, utilizing visual effects to capture audience attention and increase engagement. This study examines the use of visual effects in interactive ads on social media, analyzing how these techniques enhance audience interaction with the content and exploring their impact across different platforms. It investigates how effectively visual effects can be used in animated ads on social media and whether their use creates an environment conducive to capturing and sustaining the audience’s interest.



The research aims to shed light on how visual effects in interactive advertising on social media achieve a positive psychological response to the advertising message. This is approached through three main aspects: the first outlines the nature of interactive animated advertising; the second addresses interactive animated advertising on social media; and the third analyzes visual effects techniques and their application in these ads.



Key findings indicate that the use of visual effects in interactive animated ads significantly increases audience attention and engagement compared to traditional ads. It makes the audience more likely to take actions such as clicking on the ad or purchasing the product after viewing it. The results also suggest that successful use of visual effects in interactive animated advertising on social media requires a combination of innovative design and a deep understanding of the target audience's behavior, which helps achieve advertising objectives.

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