The Advantages of Interactive Advertising

Nowadays, interactive advertising becomes one of the popular advertising techniques, do you know why?

Interactive advertising - It is different from the traditional media that involve one-way communication which is highly unfocused, this new media allows marketers to establish an two-way interaction with target audience.

Interactive advertising provides several advantages for marketers. According to Chaffey (2009), he mentioned that the advantages of interactive advertising include...
1. Direct response: Interactive advertising can generate an immediate direct response via click-through to a website.
2. Enhancing brand awareness and reach: The visual imagery of an interactive ad can generate awareness about a brand, product or need.
3. Targeting: Media buyers can select the right site or channel within a site to reach the audience. Audience can also be targeted via their profile through serving personalized ads, or ad in email if visitors have registered on a site.

Recently, McDonald's introduced its new promotion campaign "Kitty Lab" through the use of interactive media – Banner advertising. The banner ads are placed on the Yahoo! homepage and Windows Live Messenger which could generate direct response, enhance the awareness about the campaign, and it could also reach their target audience effectively.

↑ The message in the banner ad "Visit Kitty Lab and get a full set of Hello Kitty" creates interaction and generates an immediate response to click-through the McDonald's website.

↑The banner ad with animation and enlargement placed on Windows Live Messenger could also induce the target audience – youngsters to click into the website.

Post by Isabel Li
Student No: 08849106S

Reference book:Chaffey, Dave, Richard Mayer, Kevin Johnston, and Fiona Ellis-Chadwick, Internet Marketing – Strategy, Implementation and Practice, 4th edition, Financial Times & Prentice Hall, 2009.