INTERACTIVE ADVERTISING Meaning and
Definition
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Interactive advertising refers to a type of advertising that allows users to engage with and actively participate in the promotion of a product, service, or brand. It involves the use of various interactive elements and technologies to capture the attention and interest of the target audience, encouraging them to interact and engage with the advertisement.
Through interactive advertising, users are not passive recipients of the advertising message but are actively involved in shaping their own experience. This can be achieved through interactive features such as clickable buttons, videos, games, quizzes, surveys, and other forms of engaging content. These features encourage users to interact with the advertisement by clicking, sharing, commenting, or providing feedback, allowing them to have a more personalized and immersive experience.
The main objective of interactive advertising is to create a deeper level of engagement and build a stronger connection between the brand and its audience. It aims to capture the attention and interest of consumers in a more interactive and memorable way, leading to increased brand awareness and higher levels of brand recall.
Interactive advertising is commonly used in digital platforms such as websites, social media, mobile applications, and video platforms. It provides advertisers with valuable data and insights into consumer behavior and preferences, allowing them to refine their marketing strategies and enhance the effectiveness of their advertising campaigns.
Overall, interactive advertising seeks to create a mutually beneficial interaction between the advertiser and the audience, transforming the traditional one-way communication of advertising into a dynamic and engaging experience.
Etymology of INTERACTIVE ADVERTISING
The word "interactive" comes from the Latin word "interactus", which means "acted upon, having action between two or more parties".
The word "advertising" is derived from the Latin word "advertere", which means "to turn toward" or "to pay attention". It originally referred to the act of drawing public attention to a product, service, or event.
When these two words are combined, "interactive advertising" refers to a form of advertising that involves active engagement and participation from the audience. It suggests a two-way communication process between the advertiser and the consumer, where the consumer can directly interact with the advertisement in some way.
