Interactive advertising technologies as a cultural innovation

Subject matter is innovative advertising technologies as part of a changing cultural space. Subject of the article is the transformation of the sphere of culture, the changing of the communication space and the ways of interaction of social groups. Aim of the work is to reveal the essence of the concept of "innovation" in relation to the processes characteristic of modern culture and causing changes in advertising forms and phenomena. Work methodology is analysis and synthesis, abstraction, ascent from abstract to concrete, induction and deduction, methods of analogy, modeling, formalization. Results of work contain the conclusion that modern advertising needs innovative technologies, forms and channels of distribution in order to be cost-effective and provoke changes in culture. Range of application of results is the modern advertising industry and actively growing branches of scientific knowledge-communicology and Medialogia. Conclusion. In modern conditions, the processes of total globalization lead to the fact that the basis and principles of communication are changing, the role and essence of advertising is changing - It cannot simply influence a person, but is forced to interact with it. Interactive advertising technologies are rapidly developing and spreading around the world, they are used today in business environment, exhibition activities, in marketing, in education, in organizing and holding large-scale cultural events and show programs.