Tech Industry

Interaction In Advertising

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Executive Summary

Interactive advertising has finally become interactive. Until relatively recently, interaction in advertising meant: 'I show you my ad, you click on it'. Everything was called interactive - interactive agencies, interactive campaigns, interactive advertising - but truth be told, there was very little real interaction between a brand and its audience beyond the click. Advertising today is not just about paying for a third party medium to carry the advertiser's message to its audience. Some of the biggest brands in the world today are engaging directly with their audiences to promote themselves through branded online communities, virtual worlds and games, and social media.

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