Marketers are gaining new opportunities to reach web users with rich media and integrated campaigns as users more and more adopt broadband and make the web an integral part of their lives, writes ClickZ, citing a new Yahoo report based on Forrester and Mediaedge:cia findings. MediaPost reports that the study also revealed that many consumers with broadband access view the web as an adjunct to television - as a medium that provides detailed information about TV programs, plots and characters.

Some 37 percent of those consumers look up Websites related to TV programming. The report also revealed that 34 percent of broadband users look up websites mentioned on TV ads. The researchers termed this type of behavior "Media Meshing," meaning that users access multiple media at the same time and "mesh" the information to enhance their experiences.

Broadband users are five times more likely than dial-up users to access more than one type of media simultaneously, according to the research. Consumers with broadband are also more likely to make online purchases. Sixty-eight percent of respondents with wireless and 49 percent of those with wired broadband report regularly making purchases on the Internet.