The impact of animated videos on attraction, attention, understanding, recall and knowledge of Lebanese online users

Abstract

With the rise of the digital age, the number of advertisements on digital platforms keeps growing. Consumers are now more active when searching for information to gratify their needs and increase their knowledge on the medium. This makes it challenging for advertisers and marketers to always stay up to date and create new tactics to grab consumers’ attention. Competition is now stronger than ever, thus the need is to think beyond the propositions of their products and services to provide a unique value to potential consumers. Recently, there has been a significant rise in the use of online videos especially animated video as a medium to educate, entertain, inspire, and engage potential customers at the sale cycle. They have become the preferred content medium for conveying complex information for (B2B) Business-to-Business, (B2C) Business-to-Consumer and (C2C) Consumer-to-Consumer around the world. Using the uses and gratifications theory with the cognitive multimedia theory, as well as the concepts of attention, comprehension, and recall, this study, therefore, examines the impact of animated videos (2D format), in terms of attraction, attention, understanding, recall and knowledge on Lebanese online users.