by Joanne Oatts Brand Republic 5 Jul 2006

LONDON - MSN has launched 'The Consumer in Control', a report which explores the shift in power from the media to its consumers and the need for interactive advertising.

The report indicates that future advertising needs to be more engaging, interactive and more relevant if it is to succeed.

Julian Smith, senior marketing and advertising analyst at Jupiter Media, who authored the foreword for the report, says that today's empowered consumers are now active participants in their media consumption.

Continues @ Digital Bulletin