ITV Sales, BBC Broadcast and iBurbia have contacted 10 leading creative agencies and offered to discuss the benefits of interactive commercials and how the medium could be more effective.
The roadshow will explore if pushing creative boundaries could enhance the interactive audience experience.
Peter Birch, head of interactive sales at ITV, said: "I am conscious that the real potential of interactivity is, in many cases, still to be realised. I suspect this is largely to due to interactivity still being viewed by some as being about technology rather than looking at ways this new technology can provide creative solutions."
BBC Broadcast and iBurbia were called upon to attend the road show as both companies have a wealth of experience in interactive ads.
BBC Broadcast created the award-winning Honda IMA campaign while iBurbia runs a research company that specialises in digital media.
Christian Ruland, creative director at BBC Broadcast, said: "We aim to create interactive commercials that deliver a deeper and immersive brand experience."
Research conducted after the Honda IMA campaign aired found that there was increased message recall among those who had interacted with the ad, as opposed to viewers who had only watched the linear ad.
ITV Sales decided to launch the interactive road show because it recognised that while more advertisers were investing in TV, the iTV ads could achieve more results for advertisers.
Ruland backed up ITV's claims, saying: "In many cases the purpose of an interactive ad should go beyond a pure data capture and should achieve other tangible results such as message recall."
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