Kinetic type refers to animated typography which can stretch, warp and move as the user interacts with it. With technology now an integral part of our daily lives, screen based design is thriving and kinetic typography is having it's hay day.
You can see it in video advertising, web pages, banner ads, gifs etc
Adding animation to type adds a whole new dimension. You can express so much more through the way the letters move and how they interact with each other and the other design elements involved.
One place kinetic type has been featured heavily is in music lyric videos. Lots of artists are releasing animated lyric videos for singles to give fans something to watch whilst the actual music video is still in the works, eg Nicki Minaj's 'Barbie Tingz' lyric video, directed by Ash Travers, which was released along with the single, with the actual video being released a few weeks later.
One example of kinetic type in advertising is Pepsi Max's 2019 'For The Love Of It' campaign, which uses animated type alongside a hip hop style track to convey the experience of drinking the beverage.
I doubt kinetic typography is going anywhere. I think what we've seen so far is just scratching the surface of what can be done with the medium, and with traditional billboards being replaced by screens at an increasing rate, I imagine creatively animated typography will become even more prevalent in advertising.
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