Compensation Models for Interactive Advertising
Дата
Авторы
Dickinger,Astrid
Zorn,Steffen
Journal Title
Journal ISSN
Volume Title
Издатель
Journal of Universal Computer Science
Аннотация
Описание
Due to a shift in the marketing focus from mass to micro markets, the importance of one-to-one communication in advertising has increased. Interactive media provide possible answers to this shift. However, missing standards in payment models for interactive media are a hurdle in the further development. The paper reviews interactive advertising payment models. Furthermore, it adapts the popular FCB grid as a tool for both advertisers and publishers or broadcasters to examine effective interactive payment models.
Ключевые слова
interactive advertising , compensation model , classification