Television advertising that allows viewer participation via a remote control has been a dream of the cable industry for at least a quarter century. This year, Canoe Ventures (bankrolled by cable companies) finished building a platform that allows advertisers to include interactive elements in commercials - with Canoe collecting a fee for each ad campaign sold. There's just one problem: The Web got there first.
Canoe's cable network reach, while growing, is only about 23 million households, a far cry from Facebook's 800 million users. The explosion of mobile devices is pushing advertisers toward bypassing the set-top box.
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