Abstract: Abstract A system for transmitting and managing multimedia content in interactive mode, includes a series of advertising installations (11), to which are sent respective items of multimedia content (22) relating to a determined advertisement (12). The system distributes additional information content, which varies in accordance with the advertisement (12) and which is associated with the subject of the advertising communication on display, by transmitting multimedia files (18), in wireless mode, which are sent to users (14) who are equipped with a mobile terminal (15), such as a cellular telephone. The advertiser (13) can thus measure audience by analysing and counting the wireless connections carried out and the interactions which are activated by the user (14) with the web site (16) and/or the advertiser's call center (26).