GAMIFICATION TOOLS IN ADVERTISING VIDEOS ON THE INTERNET

The article presents an overview of the tools used in advertising videos to increase engagement of the target audience, explores different game mechanics, as well as their influence on the motivation of the audience when deciding to purchase the advertised product. The article describes the results of analysis of the application of gamification in advertising, including the use of dynamic elements that require viewers to react quickly, which promotes a deeper interaction between audience and content. Particular focus was given to the importance of social interaction in the context of the game-building, strengthening the emotional connection between the brand and the consumer, which increases loyalty and motivation of the target audience.