For many years media advertising was viewed as the strongest form of creating understanding to a companys brand. However, the 21st century brings with it the decline of traditional media. As humans are being exposed to increasingly more advertising on a huge scale, it is only inevitable that the effectiveness of the mass communication will greatly diminish. Magazines and newspapers are losing viewers, radio is shedding listeners, and most importantly tv set is losing visitors. What's driving this trend is that consumers are drifting more towards digital press driven by online content - typified by sociable advertising sites and online games, as well as increasingly more homes access broadband internet connection and its capability to provide an ever-growing and an ever-higher quality of video content.