With the penetration of broadband (high speed internet) in the home, mobile (PDA's, Phones, iPod) and with the expansion of digital platforms, consumers are now in control of where, when, and how they access content either through text or video. The term "interactive media" best reflects the critical change that has occurred over the past few years. As a result, traditional one-way (linear) media like television, radio and print (which has historically been broadly distributed to audiences in mass through the one-way broadcast model) is now scrambling as the major shift to both interactive and on-demand media occurs. While TV has always had the ability to deliver rich media (media that includes sight, sound and motion) to consumers, the platform it delivered media from was not interactive. This presented little challenge in the early days of the web and cellular, as bandwidth issues restricted rich media delivery for both web and mobile devices. However, the significant advances in bandwidth and the interactive nature of the Internet and mobile devices such as the i-pod, caused significant loss of advertisers as they moved to interactive platforms that were fully trackable. R & R TV, Inc is one of the first interactive TV networks, offering the consumer the ability to control where, when and how they access content on TV with supporting solutions for web and cellular devices. Consumers now have over 10,000 entertainment choices. In short, marketing must be done through a non-linear approach that attracts consumers who are the brand ambassadors of today's media landscape. While still continuing to support linear, non-linear marketing is our area of expertise. Control is the key driver behind the exploding demand for online video advertising. The interactive market place is undergoing a phenomenal growth curve. Revenues were reported at just over $226 million in 2007, while forecasted advertising spending is being predicted to hit a staggering $45.5 Billion by 2012. Because of the infinite number of platforms upon which the leading national brand advertisers can allocate spending it is much more difficult for them to plan for and incorporate selected platforms into their advertising mix and resulting media campaigns. Publishers are scrambling to find viable strategies in this new interactive arena that address their need for increasing viewership.

• published: 24 Aug 2011
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