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Interactive Advertising Interactive Ads • Promotional technique that involves an element of feedback from the customer. • In digital marketing, refers to media-based marketing that businesses use to promote products/services. • Consumers are targeted on the websites they visit as well as on smartphones and other hand-held devices. Site-Specific Media Buys • This is purchase of an amount of time and or space on specific media channels (television station channel, website, magazine page) • The cost of a media buy depends on features on the advert, the time that the ad will show and its size. • Buyers (52% of people surveyed in 2010) prefer site-specific media buys to other ads because site-specific media buyers are more interesting, informative within a short time. Ad Networks • An Ad Network (Advertising Network) is a company that connects advertisers to websites that want to host advertisements • Media-neutral, ", but increasingly it is used to refer to as the effect of connecting publisher ad space and sale to advertisers is most commonly seen on internet platforms "online ad network" Advantages Unlike traditional media ad networks, online Ad Networks deliver advertisement to the consumer through the use of and Ad Server. Thus it allows for targeting, tracking and reporting of impressions in ways that analog media cannot. Examples: AdWords (Google), AdChina, Adform (Denmark), Right Media, Zedo, etc. Ad Network on Google (AdWords) Ad Network on Facebook Contra-deals • An arrangement where two or more parties exchange goods and services. • Takes the form of joint ventures where parties volunteer goods and services on broadly equal terms and equal reward • The internet has enabled companies to engage in contra deals in an inexpensive and easy way. Example: Arrangement between Vodafone and Charterhouse for the VGMAs. Advantages • Good way to build networks and alliances • Helps increase cash flow through partnerships Sponsorships • “advertising that seeks to establish a deeper association and integration between a marketer and target market, often involving coordinated beyond-the-banner placements.” (The Digital Marketing Reference, 2016) • 90% of US marketers include sponsorship in their marketing activities. Social media is used as a channel for leveraging sponsorship Examples • Pre-roll adverts around event videos • Logo placements • Streaming concerts • Sponsored webinars • Co-branded content sections Advantages • The brand is able to reach a larger audience • Stronger brand association through the events sponsored by the brand • Brand exposure, leading to brand awareness FMF Apparel used an online video featuring motocross athletes to drive marketing of its Octane Junkies line. Behavioral Targeting • Technique used by online advertisers to deliver ads to users who will be most interested in them • Delivery is done based on information collected from web-browsing behavior, like sites visited and searches made. • Provides higher levels of interaction, and in turn higher sales for the business.