Interactive Advertising Typology

The purpose of the article is to establish most probable determinants for classification interactive advertising and identify systematise, on their basis, variable forms implementation messages, as well possibility interaction. Research methodology: method complex analysis was applied. scientific novelty systematisation scholars’ views typology advertising, its updating, supplementation. It established that classifications presented so far have already lost relevance since they were limited by platforms placement messages or broadcasting did not take into account conditions interaction various technologies in process implementing messages. This study, based a synthesis such creation distribution technologies, content nature with consumers, identifies following types advertising: via mobile communications television; Internet; environmental installations (with without gadgets); events activities. found communication are currently connecting link between remain effective both separate form combination television Internet advertising. has also been innovative augmented reality (AR) virtual (VR) can be classified differentiated depending presence programmed spontaneous transformations under influence these consumers. Transformations absence allows them installations, while plot scenario leads AR VR Conclusions: design involves deliberate use implementation, choice justification which should facilitated us. differentiating different taking features confirmed thorough each type Thus, we get holistic picture build strategies, offer ways communicate consumers one more above