Truly interactive advertising is only just beginning to become popular. Until recently most of what was considered to be interactive advertising online fell into the category of pop-up ads or banner ads. The rise of social media, mobile web surfing and apps, GPS, and cloud computing have provided companies with a new set of tools that allows them to target and get their message in front of consumers more effectively.
This shift is leading to major changes in the advertising industry. Advertisers are using new forms of interactive advertising including interactive video and YouTube campaigns, location-based advertising (LBA), transmedia storytelling, augmented reality, and advergames to engage users.