Description

The document explores the evolution of broadcasting from traditional one-way communication to today’s
interactive formats. It highlights the rise of digital technology, which has enabled on-demand content and
interactive advertising, fostering deeper consumer engagement. Interactive advertising allows direct
consumer interaction, contrasting with traditional static ads. It encourages user engagement through
actions like clicking, swiping, and participating in polls. This approach enhances personalisation and
creates immersive experiences, leading to better marketing outcomes.

Some key points from the resource include:

• Introduction to Interactive Advertising
• Case Study: Checkers Sixty60
• Success Factors