Interactive television ads are increasingly providing meaningful engagement for both brands and viewers. \u201cIt\u2019s that direct access and ability to understand something in the moment that I think is really interesting,\u201d says Jon Stimmel, Chief Investment Officer at global media and advertising agency UM<\/a>.<\/p>\n What needs more refinement is marketers\u2019 understanding of specific households for audience targeting and a more uniform way to execute addressable campaigns, Stimmel explains in this interview with Beet.TV. The latter drawback has resulted in \u201ckind of like a Frankenstein approach to audiences,\u201d he says.<\/p>\n With interactive ad units, viewers can act directly to obtain more information. \u201cYou don\u2019t have to now log out, log in, write down something and do something later.\u201d As for value and pricing of ad units, \u201cThose things are still being worked out,\u201d Stimmel adds.<\/p>\n The scale of addressability \u201cwill be critical,\u201d he says. \u201cAs then you funnel down toward that purchase journey, how am I able to then convert that into some sort of action or obviously business outcome that critical to our clients\u2019 business.\u201d<\/p>\n He hopes that addressable ads are heading toward a place \u201cwhere everybody can come together and understand what that advertising platform is and be able to sell it in a more national, simplified way.\u201d<\/p>\n In the meantime, picking and choosing from different environments and interfaces can mean negotiating many hurdles. \u201cIt just becomes incredibly complicated for a media agency, a creative agency, a client to be able to work that way on a campaign-by-campaign basis.\u201d<\/p>\n