Now viewers get the chance to interact with television commercials. This might be a game changer for the television advertising industry. Toyota and Unilever obviously think so. They have signed up for Microsoft’s NUads, a new interactive format that works with Xbox and viewers using Kinect voice and gesture controls. Now viewer can interact with a 30 second TVC. Toyota are using this in a campaign about the reinvention of the 2012 Camry where they ask viewers what they would like to see reinvented. NUads gives advertisers a chance to poll viewers immediately. And the viewers can see how others are responding.

How far this development will affect the advertising agencies and television stations will depend on how the consumers and advertisers react to these pioneering NUads.