The first of a new generation of interactive adverts will hit UK TV screens soon, with Channel 4 confirming their arrival later this month.

The interactive TV adverts will be rolled out on connected devices including smart TV sticks, dongles and boxes, in a development designed to capitalise on a 35% increase in online viewing of Channel 4 content through normal TV screens, as opposed to mobiles and tablets.

Working exclusively with interactive technology pioneers Innovid and test partners including XBox, Alzheimer’s Research UK and Burberry, the first adverts will launch on Roku devices later this month giving viewers the option to choose between different advert creative, watch additional content or spontaneously click-to-buy the products being advertised.

Following the rollout on Roku devices, interactive adverts will appear on Samsung Smart TVs, via YouView and through games consoles next year.

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By Expat