DC FieldValueLanguage
dc.contributor.authorPapakyriakopoulos, Dimitrios-
dc.contributor.authorPramatari, Katerina-
dc.contributor.authorLekakos, George-
dc.contributor.authorMylonopoulos, Nikolaos-
dc.date.accessioned2024-04-19T11:39:43Z-
dc.date.available2024-04-19T11:39:43Z-
dc.date.issued2001-
dc.identifiergoogle_scholar-jDptFsMAAAAJ:Se3iqnhoufwC-
dc.identifier.issn1422-8890-
dc.identifier.otherjDptFsMAAAAJ:Se3iqnhoufwC-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/2168-
dc.description.abstractInteractive TV, also referred to as iTV, combines the appeal and mass audience of traditional TV with the interactive nature of the Web. As such, it offers viewers an active entertainment experience and industry players new business opportunities to learn better about and serve their audience and prospective customers. Interactivity, in particular, implies a two-way communication between the viewer and the medium, allowing for unprecedented personalization of programming and services. In this paper we deal with the topic of advertising over digital interactive TV and describe a specific approach to the delivery of personalized interactive advertisement content to viewers based on their individual profiles. The emphasis is placed on the transformation of industry business models that the new technological developments imply. The main implication of iTV advertising is a whole new set of information and information flows among industry players that are introduced to take advantage of interactivity and personalization. We suggest that a new value chain and new market intermediaries will be needed to harness the new information flows, proposing an integrated industry business model for a future technological platform.en_US
dc.language.isoenen_US
dc.publisherTaylor & Francisen_US
dc.relation.ispartofElectronic Marketsen_US
dc.sourceElectronic Markets 11 (1), 17-25, 2001-
dc.subjectInteractive Tven_US
dc.subjectPersonalizationen_US
dc.subjectInteractive advertisementen_US
dc.subjectBusiness modelen_US
dc.titlePersonalized interactive tv advertising: the imedia business modelen_US
dc.typeArticleen_US
dc.relation.deptDepartment of Business Administrationen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.relation.volume11en_US
dc.relation.issue1en_US
dc.identifier.spage17en_US
dc.identifier.epage25en_US
dc.linkhttps://www.tandfonline.com/doi/abs/10.1080/10196780122859en_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.subject.fieldEngineering and Technologyen_US
dc.journalsSubscriptionen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
local.metadatastatusverifieden_US
item.grantfulltextnone-
item.cerifentitytypePublications-
item.fulltextNo Fulltext-
item.openairetypeArticle-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.languageiso639-1en-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.orcid0000-0001-7033-1890-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
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