FACTORS OF EFFECTIVENESS OF 2D ANIMATED VIDEOS IN DIGITAL ADVERTISING

This paper investigates which elements of animated videos have the greatest impact on audience attention, emotional response, and content memorability. Key criteria for the effectiveness of animated videos were identified and applied to the creation of an original promotional video aimed at attracting prospective students to design courses. Developed set of recommendations are intended to improve the effectiveness of communication with the target audience. Their implementation will enhance audience engagement, improve the quality of animated videos, strengthen their recognizability and emotional impact, and thereby contribute to increasing the competitiveness of multimedia content in the Ukrainian market.