The widespread adoption of Internet-connected televisions, which Forrester says is now in 4 of 10 American households,  is making the long anticipated "convergence" of the Internet and television a reality, says Larry Samuels, Senior Partner and Director of Advanced TV at GroupM, the global media unit of WPP.

In this interview, he outlines the emerging opportunities for advertisers around commerce, games and unique programming.

In an earlier interview with Beet.TV, Samuel describes the efforts at GroupM on behalf of client American Express in building an app for LG and Samsung "smart" TV's.