CANNES — TV ads aren’t as effective as they could be online because viewers instinctively want to be able to exert choices over otherwise passive content. That’s according to an ad exec whose company enables that functionality.<\/p>\n
“We have incredible budgets for television commercials. What we haven’t really seen is incredible production budgets for digital advertising,” according to\u00a0true[X] co-founder and COO David Levy<\/a>.\u00a0“The reason is because no-one pays attention to it today.<\/p>\n true[X]<\/a> rewards\u00a0viewers\u00a0for interacting with ads, in between TV shows viewed online,\u00a0by showing them fewer ads overall. Late last year, the company sold<\/a> to 21st Century Fox for $200 million.<\/p>\n “Instead of just automatically rolling to those five or six spots, we prompt the user with a choice in their ad experience – either to engage with a brand (click to initiate a rich-media experience), or you can just watch your normal five to six 30-second spots,” Levy adds.<\/p>\n