Interactive media such as the internet, CD-ROMs, and terminal systems have become an integral part of market communication. Therefore, traditional advertising effectiveness research must be expanded to include the components of interactivity and multimodality. Petja Heimbach develops a model for the effectiveness of interactive advertising. In a study, he analyzes gaze behavior and perception based on selected websites and highlights behavioral patterns and gaze trajectories of users. Furthermore, the author illustrates the impact of the factors of interactivity in advertising offers and the motivation of surfers on advertising effectiveness.