ABSTRACT
At the end of the 1990s, online advertising banners depended essentially on animation. However, in recent years, there have been an increasing number of online advertisements that also call on an active manipulation on the part of the user. It may be a question of moving an element on the screen (e.g. bannerblog 2009a), of activating a link (e.g. bannerblog 2009b), or even entering text via the keyboard (e.g. tippexperience 2010). In all these cases, we can describe the advertising banners in question as interactive, whether it is a question of apprehending existing content, of activating other content, or of creating new content by introducing new data (Bouchardon 2009).
