Seems to me like just a new spin on our old friend "pop up." It's just that now, he's going to be also known as "cross media pop up." Is this what it comes down to now? Is this the best they can come up with? ....."we can't think of anything better, or less intrusive than the pop up, so we'll just focus all our development talent and resources on continuing to try to re-invent the pop up. In fact, we'll develop entirely new concepts for combining differnet types of media.....just to better utilize pop ups."
Next, I can see an "intelligent" keyworded-type....I'm watching a boxing match on television, and I'm surfing around on a health matters web site......presto! up pops an advertisement for the George Foreman Grill!:)