|
Interactive
advertising actively engages the audience with the message sender.
There is currently very little interactivity in the basic types of
internet advertising. However,
great potential is developing, and activities being pursued, to create
different ways of achieving interactivity with a variety of modern digital
communication devices: from the internet, to mobile, to interactive
television (ITV), to a whole range of other devices currently emerging
from laboratories.
The
developers and companies beginning to engage in interactive advertising
are no longer concerned primarily with advertising to a mass.
They want to communicate with existing and potential individual
customers such that the audience receives the information they need at
their specific stage in the decision-making process on potential
purchases. Interactive advertising reaches beyond our traditional
perception of advertising – a blanket approach to an amorphous audience
– to actually addressing individuals.
Many aspects of directory publishers’ activity are helpful in
this process. In the coming
years, we will bring many directory publishers into interactive
advertising activities through joint partnerships and other ventures.
With
interactive advertising there is an identifiable recipient; there has
never previously been ...The
rest of the text is available by entering your password on the previous
page (proceedings)
|