It is by no means my intention to place one kind of advertising at front in my research. Broadcasting has other advantages than narrowcasting, and interactive narrowcasting will not always be beneficial compared to regular narrowcasting.

 The goal of this exploring research is rather sketch an image about how interaction can be integrated within narrowcasting concepts. Also the term “interactive narrowcasting” is not official and is picked to describe the subject by it’s core meaning.

Digital Signage is another description that is often used as synonym for narrowcasting, but I separate them in my research by making crystal clear that narrowcasting only occurs yielding purchase decisions. When a factory for example places feedback about breaks, events or production statistics on digital screens for their employees, I rather refer to digital signage.