Compensation Models for Interactive Advertising

13 years 6 months ago
Compensation Models for Interactive Advertising
: 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.
Astrid Dickinger, Steffen Zorn
Added 13 Dec 2010
Updated 13 Dec 2010
Type Journal
Year 2008
Where JUCS
Authors Astrid Dickinger, Steffen Zorn
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