The ambitious interactive television initiative launched last month by American Express is demonstrating the value the Smart TV in driving "t-commerce," or television commerce, says Larry Samuels, Senior Partner & Director, Advanced TV at GroupM, the media unit of WPP.

On behalf client American Express, GroupM created a Smart TV app for Samsung and LG devices.  He explains how Smart TV apps can both facilitate commerce and serve as an advertising platform. 

For the implementation of advertising on the app, the company used digital video ad services company YuMe, he explains in this interview.