Nonconventional media, like belowtheline media communication practice, have been rapidly emerging within the mass markets. They are modern, straight and unpredictable. Although the conventional media convey and advocate products and brands to their target audience at faster rates and lesser costs, they lack the real interest which calls for repeated purchases. A common example is "channel switching", which is the most common activity of the audience during television programs, who surf channels to take a break from the raining commercials. On the other hand, nonconventional media provide twoway communication and are, hence, more interactive than any audiovideo form. It further augments the relationship with the target audience due to its "experimental nature".

"Medium is the message." This statement brings to the forefront the significance of media in any communication strategy by generating a response. Any communication would be effective if the receiver comprehends the message (decodes) in the manner it was meant to be, by the sender (encoder). This implies that the media through which the message is channelized should be free from clutter for the message to be transmitted in the proposed manner. Communication is an ongoing process between a marketer and his target customers that facilitates exchanges, and an advertisement is the most popular way for creating effective exchanges through speedy transactions, reaching mass markets with lesser costs and efforts, and creating a top of the brand image for repeat purchase opportunities. However, the effectiveness of the exchange depends upon the synchronization of the message and time. There is found to be a strong correlation between the medium, message and time for the advertisement to achieve its effects.

DDB Needham coined the term "Consumer Aperture", which stands for ensuring that the message is delivered when people are most receptive. The urge to have a proper media to communicate with the target customer stems from two key factors: One, the nature of the market i.e., customers themselves, who are subject to dynamic changes. Secondly, the existing media are cluttered with too many messages from other sources to target the same recipient.

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