Interactive media refers to any medium/ media that offers a user some level of interactivity. The internet, ubicomp (ubiquitous computing), games (including computer, video and Flash based games) and interactive television are all examples of interactive media. Online advertising utilises interactive media to assist in attracting the attention of consumers jaded by standard static advertising.
Marketing heavyweight Lester Wunderman (who coined the term “direct marketing�? in the 60’s) openly declared “interactive is the greatest innovation we’ve ever had in media�? (Adegoke, 2005). Interactive media offers marketers many opportunities not readily available in traditional offline sources. For example companies are now able to offer flash-based demonstrations or tutorials of their products online. Advances in computer and video gaming has allowed companies to not only buy space within games to promote their product or brand (for example a billboard within popular driving game “Grand Theft Auto: San Andreas�?) but to have games integrate their product and to build components of the game around their product - although this has raised discussions regarding maintaining the integrity of a game so it does not become purely an advertising vehicle which will turn gamers off (see advergaming).Interactive media has allowed Nike to offer an online store (www.nikeid.com) where customers can customise their own Nike shoe with colours, text and style in a fun online environment. Even if the customer drops out before the ordering stage, Nike still has offered them an enjoyable experience with the brand – a valuable tool for brand recognition. Expanding interactive media technology has become a catalyst for and product of collaborative approaches in forming or redefining products and services in the marketplace, resulting in innovative ideas becoming reality on a daily basis.
Adegoke, Y. (2005) Interactive is the greatest revolution we’ve ever had in media, New Media Age, February 10, 22
Stephanie Hulett 23:17, 27 Oct 2005 (EST)
