Using a static or animated information on a medium, such as a poster, is a common decision to be made nowadays. Advertising solutions in the form of a screen that mimics a traditional poster format offer us a way to bring to life something that has been static for more than a century. Deciding if and when it is better to use an animated rather than a static (printed) poster is not always easy. The campaign budget has to be higher, and a decision must be based on the proven effectiveness and communicativeness of the medium in question. Research is focused on whether and how animation can improve perception. The main hypothesis is that animation of some graphic elements can improve the visibility and therefore the effectiveness of a poster. The first step of the research was to prepare a test material. In cooperation with Cankarjev dom, we animated five of their posters, the original of which was prepared only for printing. Different artistic styles and compositions were chosen. The second step was to animate some of the elements, focusing on the effectiveness and communicativeness of the final result. In order to determine the difference in the perception of static and animated posters, different methods could be used. Previous research has shown that the use of eye-tracking provides useful results. Like many other areas of graphic communication, e.g. photography, copywriting, graphic design... eye-tracking has been influenced by the use of artificial intelligence as well. The use of neural networks fed with big amounts of real eye-tracking measurements gives us the ability to predict with great confidence the way the human eye looks at something. In our research, we used software called Expoze that analyses the content of an image or video and predicts heatmaps of how real observers would see the test material. The end result of the research gives us a detailed view of how we receive information from static and animated posters.