JUCS - Journal of Universal Computer Science 14(4): 557-565, doi: 10.3217/jucs-014-04-0557
Compensation Models for Interactive Advertising
expand article infoAstrid Dickinger, Steffen Zorn§
‡ MODUL University Vienna, Vienna, Austria§ University of Western Australia, Perth, Australia
Open Access
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.
interactive advertising, compensation model, classification