Embracing Change: Exploring How Creative Professionals Use Interactive Media in Advertising Campaigns

Advertising agencies are incorporating new forms of interactive media into campaigns as media continues to rapidly change.

Embracing Change: Exploring How Creative Professionals Use Interactive Media in Advertising Campaigns

Adam Wagler University of Nebraska-Lincoln

In 2010, more than $US119 billion was spent on digital advertising (Smillie 2010). It is projected that by 2016 interactive advertising spending will near $77 billion and represent 35% of all advertising in the United States (VanBoskirk 2011). Interactive media is rapidly changing the media landscape, challenging the advertising industry to develop effective means of communication in a fragmented media environment. Advertising has a long history of working with traditional print, radio, and television. Agencies must continually define and explore approaches for...

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