Give 'em what they want - individualized media

A battle is raging in consumer living rooms thanks to frequent additions in consumer screen options. Xbox complicated the mix by offering Netflix Watch Instantly, which enables consumers to stream TV shows and movies through their gaming console.

More than 100 ad campaigns will be featured on Xbox LIVE in the 2009 fiscal year ending June 30. Ads that won't be muted or skipped over. This offering opens up a new audience to marketers – one that is likely to increase.

Consumer demand for individualized media has grown with the Internet, TiVo, Hulu, and now Xbox LIVE. As consumers take media into their own hands, marketing platform opportunities will continue to expand. That means marketers will have the chance to create content that consumers will choose to participate in, such as the "Play and Win" promotion on Xbox LIVE sponsored by Honda.

And when something interests them, consumers are willing to actively participate. Consider how AMC reaped the benefits of this phenomenon when they finally embraced the fans who created Twitter accounts for characters of Mad Men.

As individualized media is welcomed, consumers may actually embrace marketing that is personally relevant. And that bodes well for marketing.