Consumers hate in-app ads synched up to TV spots. USA’s Redniss says that instead of mirroring 30 second spot, they worked with a company called Second Screen to create a interactive spot from an auto brand that built on the TV ad instead of just repeating the same thing. That interactive had a 23% interaction rate, he said. Shazam’s Evan Krauss says user’s “hate” when TV commercials are shown in a show’s companion app. He concurs with Redniss is much better to develop something tailored to the social TV experience.