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.

• Type: Journal
• Year: 2008
• Where: JUCS
• Authors: Astrid Dickinger, Steffen Zorn
• Keywords: Interactive Advertising Payment, Interactive Media, JUCS 2008, Payment Models