Comparative Study of Digital Advertising Effectiveness Based on Visual Style

This research aims to analyze and find out how effective digital advertising is based on the visual style of the advertisement from the consumer’s perspective. The advertisement studied came from the same brand but released two versions with two different visual styles, namely 2D animation and 3D animation. This research approach is descriptive and quantitative with the AISAS Model analysis method. There were 158 respondents taken using saturated sampling techniques, where members of the population were used as samples. Data were analyzed by distributing Likert scale questionnaires using the Paired t-test with the help of SPSS. The results of the research include: (1) the overall value of the AISAS (Attention Interest Search Action Share) dimension on the effectiveness of the 3D animated version of the Khong Guan advertisement using the Aisas model is 70.8% and is in a Good category; (2) The overall value of the AISAS (Attention Interest Search Action Share) dimension on the effectiveness of the 2D animated version of the Khong Guan advertisement using the Aisas model is 69.1% and is in a Good category; and (3) There is no effect or difference between the 2D and 3D groups.