Compensation Models for Interactive Advertising

Astrid Dickinger, Steffen Zorn

Publikation: Wissenschaftliche FachzeitschriftOriginalbeitrag in FachzeitschriftForschungBegutachtung


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.
Seiten (von - bis)557 - 565
FachzeitschriftJournal of Universal Computer Science
PublikationsstatusVeröffentlicht - 1 Aug. 2008