Use of the moving poster in digital advertisements

With the development of internet and communication technology, advertisements seek new mediums to convey their message. In line with the possibilities offered by computer technology, digital advertising applications have emerged as a result of the advertisements keeping up with the new. While brands' shifting the reach of consumers to digital environments reveals concepts such as measurability, digitalization makes reaching the right target audience affordable for brands. The purpose of advertisements is to reach the appropriate target audience through the right environment, convey its message and convince the target audience. When the right working ground is formed, this process can also affect the purchasing attitude of the consumer. The functions of promoting a product or service or conveying an idea have made the poster preferable by advertisers. Moving posters; created by adding elements such as movement, time and sound to the visual and typographic elements of the poster; is the product of a multidisciplinary study. With the inclusion of movement and interaction among the design elements, the process towards the senses of individuals has changed. Individuals take an active position in the communication process. The aim of this study is to examine the effect of the use of moving posters on the target audience in digital advertisements transformed by the development of communication tools. With the application made at the end of the study, the effects of the use of static and moving posters in digital advertisements on the determined target audience were supported by the data obtained from social media advertisements. Instagram was chosen as the advertising medium. The analysis was carried out by using the data provided by the digital environment. With the application, it is seen that the movement element increases the attention and the moving posters are preferred by the target audience compared to the static posters.