Using animation to draw attention to certain elements of your site is not a good idea. Users find it harder to get a clear view of a page with moving elements than a static page. Moreover, users associate movement with advertising and try to ignore it. Constant movement also distracts users and causes loss of concentration and a slower reading speed.

Moving elements 
If you want to draw extra attention to something on your site, don't use animation. Users associate large moving elements such as banners and buttons with advertising and are inclined to ignore them. This phenomenon of banner blindness means that users also ignore everything in the immediate vicinity of these moving elements. Small moving elements, such as little blinking arrows or buttons, disturb users’ concentration and make it harder for them to focus, slowing down the reading speed.

Scrolling text
Text that rolls across the screen instead of just standing still is very hard to read.A lot of users simply don’t make the effort. Most users also find the constant movement very irritating. An additional problem is that users have a lot more trouble clicking a moving item than a static one.

Zones with continually changing content
Zones with continuously changing content are best avoided. Users’ attention is drawn to these areas which means they more or less ignore the rest of the page. Another downside is that users don't get an overview of all the information at once. When a user wants more information about one of the items, he has to hurry to click the link before it disappears and is replaced by the next item. Needless to say, users don't find this very handy.

Buttons for internal promotions
Because users tend to ignore animated buttons and advertising, it isn’t very productive to use them to advertise your own services or products on your site. A text small, well-chosen image of the service or product with a short description is often much more effective.

Els Aerts & Karl Gilis