Interactive advertising
From Wikipedia, the free encyclopedia
Interactive Advertising 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.
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[edit] Agencies and Designers
As the internet has expanded so has the interactive advertising industry, and most - if not all - of the major advertising players have a dedicated interactive business. These range from the global advertising powerhouses (AtmosphereBBDO, Ogilvy Interactive, Tribal DDB etc.) to smaller specialised 'boutiques' (Adrian Adams Inc., Danny Smith, META Design etc.).
[edit] Top 20 Interactive Agencies
| Rank | Agency | Headquarters | Estimated Revenue |
|---|---|---|---|
| (US$ millions) | |||
| 1 | Euro RSCG Interaction | New York City | 260 |
| 2 | Grey Digital Marketing | New York | 161 |
| 3 | OgilvyInteractive | New York City | 160 |
| 4 | SBI.Razorfish | Salt Lake City | 120 |
| 5 | Agency.com* | New York | 84 |
| 6 | Digitas | Boston | 84 |
| 7 | Zentropy Partners | Los Angeles | 76 |
| 8 | Tribal DDB* | New York | 68 |
| 9 | R/GA | New York | 68 |
| 10 | Digital@JWT | New York | 63 |
| 11 | Modem Media* | Norwalk | 60 |
| 12 | Wunderman Interactive | New York | 57 |
| 13 | Avenue A/I-Frontier | Seattle | 52 |
| 14 | Carat Interactive] | Boston | 47 |
| 15 | FCBi | New York | 45 |
| 16 | Draft Digital* | New York | 44 |
| 17 | Organic* | San Francisco | 43 |
| 18 | iDeutsch | New York | 42 |
| 19 | Tocquigny | Austin, Texas | 41 |
| 20 | Critical Mass | Chicago | 37 |
