Interactive advertising

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Interactive advertising uses online or offline interactive media to communicate with consumers and to promote products, brands, services and public service announcements of companies or political groups.

In the opening edition of the Journal of Interactive Advertising , editors Li and Leckenby (2000) defined interactive advertising as “the paid and unpaid presentation and promotion of products, services and ideas by an identified sponsor through indirect means that encourage mutual action by consumers and Producers include ". This happens most often over the internet ; often through the use of an ad server that can deliver a variety of interactive advertising units.

Goal setting

The goals of interactive advertising are usually similar to traditional advertising goals; H. to sell a product. This in turn means that many of the traditional elements of advertising impact and effectiveness remain relevant in the context of interactive media. However, according to the Journal of Interactive Advertising 2001, interactive advertising also has some properties that broaden the range of possible targets and improve advertising effectiveness. Interactive advertising also has the potential to reduce the losses associated with poorly coordinated advertising, reduce the difficulties typically associated with delivering an advertising message clearly, and help overcome new product barriers.

advantages

  • Interactive advertising enables consumers to interpret advertising in a unique way and with a special understanding and highlights the increasing importance of the consumer's role in determining the value of marketing campaigns in modern society.
  • Interactive advertising encourages consumers to actively participate in marketing communications to provide feedback , neglect irrelevant elements, and include content that appeals to them.
  • As consumer behavior becomes more important in the global economy and social interactions become more important in building healthy long-term relationships with consumers, interactive advertising is also becoming more important because it creates greater motivation for social interactions between potential consumers and providers.

disadvantage

  • While interactive advertising can be very engaging to a prepared audience, preparation is difficult, costly, and time consuming, especially for target markets that have not yet been properly identified and analyzed.
  • Interactive advertising has greater advantages in industries where creativity helps grab buyers' attention. However, in some markets there is little room for this and excessive use of creativity could disrupt the delivery of the intended messages to consumers.

elements

Interactive advertising has many different facets, including different methods and types. By using many different types of cognitive tools and promotional presentations, organizations can increase the impact of their campaigns with this type of advertising. According to Thorson (1996), all ads fall into one of five basic categories, including product / service, public announcements, topic, business, and politics. Forms of advertising also interact with the user's motives to influence consumer results or reactions, adding to the need for interactive advertising as a means of convincing potential consumers and audiences.

By using the Internet as the primary medium for interactive advertising to study the methods, types and results, we can then find out the various user or ad controlled aspects.

User generated / controlled aspects

Functions, Internet motives and mode are the main factors of the user-controlled aspects. Indeed, a number of researchers and practitioners argue that consumers have more control over the Internet than advertisers (Roehm & Haugtvedt, 1999). Some even go so far as to argue that interactive marketing and advertising techniques will not work unless practitioners follow in consumer footsteps and approach the Internet from the consumer perspective (Cross & Smith, 1997).

Aspects controlled by the advertiser

Various aspects of Internet advertising are under the control of the advertiser. Most of these variables include structural elements such as ad types, formats, and functions. This does not mean that consumers will never control the structure of the interactive ads. Banner advertising, sponsorship , hyperlinks and non-carrier websites are examples of advertiser-controlled interactive advertising.

Individual evidence

  1. ↑ Interactive Advertising: Definition, Examples & Types. Retrieved July 21, 2020 (English).
  2. ↑ 9 Possible Online Advertising Objectives. In: Google Adwords Expert | Google Ads Expert | Digital Marketing Expert - Mike Ncube. November 8, 2015, accessed July 21, 2020 (UK English).
  3. ^ Paul A. Pavlou, David W. Stewart: Measuring the Effects and Effectiveness of Interactive Advertising . In: Journal of Interactive Advertising . tape 1 , no. 1 , September 1, 2000, pp. 61-77 , doi : 10.1080 / 15252019.2000.10722044 .
  4. ↑ a b Hanjun Ko, Chang-Hoan Cho, Marilyn S. Roberts: INTERNET USES AND GRATIFICATIONS: A Structural Equation Model of Interactive Advertising . In: Journal of Advertising . tape 34 , no. 2 , June 1, 2005, ISSN  0091-3367 , p. 57-70 , doi : 10.1080 / 00913367.2005.10639191 .
  5. ↑ a b Advantages And Disadvantages Of Interactive Advertising. Retrieved July 21, 2020 .
  6. ↑ (PDF) The Interactive Advertising Model: How People Perceive and Process Interactive Ads. Retrieved July 21, 2020 (English).
  7. ↑ Michelle L. Peterman, Harper A. Roehm Jr., Curtis P. Haugtvedt: An Exploratory Attribution Analysis of Attitudes Toward the World Wide Web As a Product Information Source . In: ACR North American Advances . NA-26, 1999 ( acrwebsite.org [accessed July 21, 2020]).