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Connekt layers interactivity onto TV commercials

Connekt is a new advertising start-up that’s hoping to help future-proof the monetization of television content by enabling viewers to interact with the adverts on the TV set. The company, which just launched earlier this month, is also attempting to bring t-commerce – that’s television commerce – to market with a solution that pairs the connected TV set to the viewer’s mobile phone. “We’re focused on future-proofing TV advertising, to make it more effective and more targeted and make it behave, frankly, more like digital advertising,” Mike Fitzsimmons, CEO of Connekt, told Faultline Online reporter, “from the perspective that consumers can engage with ads, they can take action with those ads, and in some cases consumers can even directly purchase…

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