This 2009 ANA Advertiser article looks into present and future trends in the TV ad market. It is argued that developments in interactive TV, which allows viewers to interact with on-screen content through their remote controls, will see the medium move away from viewers being "passive" and will instead converge with the web advertising model.
The New Reality
As the ad for dog treats winds down, an on-screen icon appears, promoting a free product sample. The viewer – a dog owner, by no coincidence —clicks on the icon, which triggers an order to send the sample to the address the dog...