What we really mean by digital interaction is the act of getting the viewer, reader or listener to give something back as they consume our media. The play for eyeballs, clicks and time has become a complex sport.
"nteractive is a stupidly vague term. But many of us (including me) are guilty of overusing it, often in place of more functional words like ‘clickable’. Apply it to the physical world instead of the internet and it becomes laughable."
BBC - Blogs - College of Journalism