My first impression of animation online, in particular animated text, is that it is something I'd rather ignore as I associate it with advertisements or dodgy websites. My aim in using animated text is to use it in a tasteful way to engage the reader in the same way some opening credits do for films. Jakob Neilson offers some good tips on do's and don't's of animation on the web.
http://www.nngroup.com/articles/guidelines-for-multimedia-on-the-web/
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