Rise of Digital Media

Digital Media Alliance Florida, defines Digital Media as the creative convergence of digital arts, science, technology and business for human expression, communication, social interaction and education. Video games can be considered as a form of digital media. However, the most impacting digital media technologies are those which provide us with real time interactions and personalization characteristics e.g. cell phones, internet, IPTV, network games.

The Internet or the World Wide Web (WWW) started as a pure communication platform in the early 90’s without any fancy graphics and was confined to text based browsers with the primary use being email. But the wide-spread availability of broadband and improvements in graphics and video capabilities has brought it closer to TV today.

We already have more than 800 Million Internet users globally with 30 Million in India alone. Future growth will be influenced by cost, simplicity of operations, broadband connectivity and availability of relevant content/application.

Global Marketers have started using Digital Media platforms extensively to enhance the customer experience with their brands, create awareness and build a platform for ‘Transaction’. The growth of interactive advertising continues at a torrid pace. The global Internet advertising market stood at 16 billion USD in 2006, a healthy increase from 12 billion in 2005. These record numbers are a solid indication that marketers are becoming increasingly comfortable with the strength, accountability and effectiveness of the interactive medium.

Few video analysis on prospect of internet advertising,


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