From billboards to sky banners, non-broadcast advertising shapes the landscape of consumer opinions.

As multifaceted and complex as any other media source, advertising is under incredible pressure in this changing world of media consumption. Pick any of the other icons in our matrix, and rest assured that someone is trying to figure our the best way to exploit the channel by pushing messages towards you.

But consumers are pushing back, causing smart marketers to think about relevance and authenticity as much as they consider reach and frequency. Entire new sub-industries have cropped up to handle the nuances of running ads on blogs, podcasts, webisodes and videos. Interactive agencies are under pressure from their clients to create compelling and beneficial campaigns, to find was of allowing consumers to take some control over the brand, and to react fast to the ever-changing conditions of new media.

Some get it. Some don’t. Some of us are more accepting. Some are less tolerant. But advertisers and agencies have figured out that they can’t go it it alone anymore. They want to hear from you, since *you* are the one they are trying to reach — for better or for worse.