Compensation Models for Interactive Advertising
Astrid Dickinger (MODUL University Vienna, Austria)
Steffen Zorn (University of Western Australia, Australia)
Abstract: 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.
Keywords: classification, compensation model, interactive advertising
Categories: H.3.1, H.3.2, H.3.3, H.3.7, H.5.1, M.6