Companion apps make interactive advertising compelling

Companion screen apps will make interactive TV advertising compelling in a way that will never be possible with Red Button type interaction on the main screen. That is the view of  Stefan Jenzowsky, Head of Multimedia at Siemens CMT, who believes TV can attract money from web advertising by encouraging viewers to engage more deeply with advertisers. A good example is someone linking from a linear car advertisement to a portal where they can choose model, seats and colours on a tablet, then swipe that car specification to the main TV for their partner to comment, without having interrupted their viewing.