With the introduction of New Media due to a higher dependency of internet sources in society, it is understandable why change has come quick for creative industries. It's best said that advertising has become more based in socialisation rather than integration due to the popularity and demand in social media networks on the internet such as Youtube or Facebook.
New Media inherently has shifted the focus from singularly focusing on a particular and aiming strongly at that audience to shifting to a more wider audience where popularity through a new form of Word-of-mouth or "Sharing" is the key for success. In today's market it is all about popularity to generate an impact and so creatives today have to grasp the technology and innovations around them to stay ahead of the rest and in this we are rich in the latter.
Through these changes birthed the Social Media Campaign, interactivity and socialising being the key to success. These campaigns are produced on social networking websites (i.e Facebook, Youtube, Twitter, etc) the placement making it what it is.
Here are some examples:
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