The “three screens” continue their steady march towards digital convergence.   I just came across an interactive television (ITV) ad that provides a perfect example of just this. The ad was created (likely by a WPP line of business) for the Ford Mustang brand and ran through the Dish Network. ITV ads provide an option for viewers to click on an ad and navigate to microsite—right on their TVs—where they can obtain further information on the product being advertised. I will provide a visual walkthrough to better demonstrate how ITV ads work.

Within seconds after the ad starts playing on your TV, a popup that feels like a clickable web bottom prompts users to press “Select” on their TV remote controls to learn more about the product.

The interface feels and looks just like a regular web microsite. The navigation menu allows users to dig deeper into the site to find obatain information.

Viewers can watch other ads or look for related products

If the viewer wants to sign up for a newsletter, a virtual keyboard is provided

Finally, the advantage of cable or satellite TV is that they know exactly where you live–yes, I live in New Jersey