Interactive advertising

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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 mediums 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.

1 Agencies and Designers
- 1.1 Top 20 Interactive Agencies
2 References
- 2.1 External links

[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