The importance of information systems in the advertising industry is increasing as entertainment media incorporate functionality from new electronic technologies. Interactive television is a new entertainment medium that has the potential for enabling new paradigms of advertising. Most information systems research in the interactive television domain focuses on improving methods for choosing program content. The studies that address advertising concentrate on techniques for implementing personalization. Few studies consider how to improve interactivity of advertising in the new medium. This investigation developed an information systems artifact that incorporates models of interactivity into a design for an advertising system architecture. A proof-of-concept prototype based on this design was implemented and validated in a pilot test. Implications for the advertising industry and for future research are discussed.