什么是交互式广告?

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Subservient Chicken交互式广告是一种利用交互式媒体在线上或线下来推广和/或影响消费者购买决策的广告形式。交互式广告利用的是诸如互联网、交互式电视、移动设备(WAP和SMS)以及亭式终端等媒体。

交互式广告让营销人员能够以一种直接而个性化的方式与消费者互动,使一种精密而空间的对话成为可能,这能够在一个电子商务的环境中显著地影响到一个潜在客户的购买决策。

或许最有效的交互式广告实施方式之一是所谓的病毒式营销。这种技术使用了图像、文本、链接、Flash动画、音视频剪辑等等,通过电子邮件,以连锁信的形式在用户间传递。一个著名的例子是Subservient Chicken,一个Burger King的推广活动,来推广他们新出的鸡肉三明治系列,以及”Have It Your Way”活动。

交互式广告也会呈现其它的形式,如在线品牌目录。这些目录目前为常规广告扮演着一个补充性的角色,帮助浏览者回忆和比较主要在电视上看到的品牌。响应通常是通过表单和click-to-call技术来转交的。

在2008年早期,按播放次数计费的广告在网上出现了。这种类型的广告使用音频广告来获得网站访问者的注意。而现在,广告主们有了不止一种的方式来与他们的目标人群的感官进行交互。

— 原文内容 —

Interactive advertising

Interactive Advertising is the use of interactive media to promote and/or influence the buying decisions of the consumer in an online and offline environment. Interactive advertising can utilise media such as the Internet, interactive television, mobile devices (WAP and SMS), as well as kiosk-based terminals.

Interactive advertising affords the marketer the ability to engage the consumer in a direct and personal way, enabling a sophisticated and dimensional dialogue, which can affect a potential customer’s buying decisions particularly in an e-commerce environment.

Perhaps one of the most effective implementations of interactive advertising is so-called Viral marketing. This technique uses images, texts, web links, Flash animations, audio/video clips etc., passed from user to user chain letter-style, via email. A notable example of this is the Subservient Chicken, a campaign by Burger King to promote their new line of chicken sandwiches and the “Have It Your Way” campaign.

Interactive advertising is also assuming other avatars, such as online directories for brands. These directories presently perform a complementary role to conventional advertising, helping viewers recall and compare brands primarily seen on television. Response is mediated usually through forms and click-to-call technologies.

In early 2008, Pay per play advertising launched online. This type of advertising uses audio ads to get a website visitor’s attention. Now, advertisers have one more way to interact with the senses of their target demographic.

译者:Leon Zhang, DigiMarketing.cn | 作者:WikiPedia | 原文:http://en.wikipedia.org/wiki/Interactive_advertising

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引用地址: http://digimarketing.cn/?p=339

本文由 Leon Zhang 发布(原创、翻译或转载)。 浏览量:690次, 发布日期: 2008-05-20 ,分类目录: 专业术语。 您可以订阅本文 RSS 2.0 第一时间获取最新的回复信息。 您可以发表评论或引用本文。

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