The new iPod Touch was introduced on TV as 'the funnest iPod ever,' demonstrating that it wasn't just a great music player, but also an exciting new handheld gaming device—its innovative Multi-Touch display and built-in accelerometer gave users a whole new level of interactivity of touching, tapping, tilting, and turning to control the action, explained Eric Grunbaum co-executive creative director. "When bringing this communication online, we carried on this spirit of 'fun' and demonstrated Touch's unique interactivity by working with specific Web sites to create custom ad units, with each site's masthead and navigation playfully reacting to the movement of the iPod Touch."