The rapid growth of "data visualisation," the process of converting technological code and raw data into unique, legible, interactive information, is fundamentally changing the narrative way in which news, information, products and services are displayed and consumed, Advertising Age reported Thursday.

Google has paved the way for the coordination of an interactive service, brand name and advertising in the one product. As it organises the world's online existence, for example, it aggregates everyday news, maps the earth, the oceans, the moon and is the bibliographer for the world's books, it includes advertising at every step.

Mainstream business have now begun to develop their own data visualisations as they define the online representation of their information against the contemporary needs of the online consumer.

For example, Ad Age cites The New York Times' Visualization Lab, which makes information accessible in an interactive, visual form to the mass online consumer. Created with IBM, the product lets the user create, share and comment on visual representations of information. This representations take the forms of graphs, charts and maps.

The Economist, meanwhile, utilises similar visualisation of its data. As part of its Debate series, it graphically represents consumer participation and opinion on a daily basis. The data visualisation allows the user to simultaneously engage and analyse the interactive conversation.

The advertising industry has also made use of data visualisation. Visa's new "Go" advertising campaign, for example, allows user exploration of how Visa is "helping more people go places and do things." The interactive displays on its microsite involves live streams from places such as Times Square in New York, as well as shows 16,438 visitors to the Louvre smiling back at the Mona Lisa, according to Ad Age.

At the end of the day, data visualisation is the contemporary way in which stories are being conveyed on the Internet, as the Internet itself allows these consumer based narratives to exist. It is through the involvement and influence of the user that these methods are embraced and are so successful in the online environment, Ad Age reported.