AUDIENCE PERCEPTION OF ANIMATED COMMERCIALS ON CONSUMPTION HABITS AMONG CUSTOMERS IN LAGOS ISLAND, NIGERIA

This research examines the impact of animated commercials on consumer behavior in Lagos Island, Nigeria, focusing on consumer awareness, attitudes, perceptions, and purchasing habits. The study aimed to evaluate the effectiveness of animated commercials compared to traditional ads. A survey conducted on Lagos Island found that most consumers had watched at least one animated commercial in the past month, with many considering them more engaging than non-animated ads. This suggests that animation’s dynamic nature captures attention more effectively. In terms of awareness, many respondents felt animated ads made them more informed about the advertised product or service, highlighting animation’s ability to convey key messages in an engaging way. Participants also noted improved brand recall and a stronger connection with brands after viewing animated commercials. The research further found that animated ads increased consumer interest in products and influenced purchasing decisions. A significant number of respondents reported changes in brand preferences and purchase frequency after seeing animated ads. The study concluded that animated commercials effectively capture attention, shape attitudes, and drive purchasing behavior. Businesses are encouraged to incorporate animation into their advertising strategies to enhance brand engagement and boost sales.