Viewer-choice Driven Advertising - (On-demand Interactive Advertising) - (Interactive TV) - While watching a program, potential customers can voluntarily choose to view advertisments. Icon(s) might be imbedded in the programming and activated by pressing a control device such as a remote control. This may open another window with the ad, or longer version of an ad (long-tail video.) This technology also helps advertisements and viewers be matched according to programming type, geography and demographic data, so the advertisements are more strategically targeted to viewers.  See Contexual Advertising & Advertising Using Interactive Television.