Interactive advertising online or offline using interactive media to communicate with consumers and promote products, brands, services, and public service announcements, business or political groups.
In the first issue of the Journal of Interactive Advertising, editors Li and Leckenby (2000) is defined as interactive advertising, paid and unpaid presentation and promotion of products, services and ideas by an identified sponsor through Mediation means that involve the interaction between consumers and producers. “This is most commonly done through the Internet as a medium.