MediaPost is reporting that Fisher Communications (Northwest) will use an interactive TV ad platform that bounces viewers from TV to the Web. With the technology, viewers who are intrigued by an ad can use their remote control to click an icon — which prompts additional content related to the spot to be sent to a personal Web site.
That supplemental information — which can detail special offers or longer-form content — can then be accessed on-demand.
The TV-to-Internet service is known as Clickable TV and comes from Boston-based Backchannelmedia. Station groups Gray Television and LIN TV are among those that have agreements with the company.