Interactive media: it’s everywhere and it works

Interactive media and entertainment has a range of strengths and weaknesses, as well as providing a variety of challenges.

Interactive media: it's everywhere and it works

Doug Edmonds, Mark Brown and Steven Hess

Digital technology is changing media communications. There is a fundamental shift in content distribution from analogue platforms to new digital and interactive platforms. As brands embrace these technologies, increasing their use of and investment in them as advertising platforms, the strategic importance of digital as a way of marketing and the effect of digital touchpoints are growing for marketers, their brands and agencies.

The challenge facing our industry is how to evaluate the communications effect of these new digital platforms and to...

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