The UK's Channel 4 has announced plans to roll out interactive ads on television screens--initially launching on Roku.
As The Huffington Post explains, "Interactive ads will enable viewers to select different ads, watch additional content and, most excitingly, instantly purchase products being advertised via click-to-buy...The success of interactive TV ads will heavily depend on how receptive audiences will be to interacting with brands on the platform, which will ultimately distract them from viewing. As it stands, the television is used for the best viewing experience and mobile experiences are used for the best interaction, social and shopping experience. Will interactive TV ads enable television to sit alongside mobile as a channel for interaction and shopping?"
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