Microsoft Corp. this week announced the deployment of NUads to the Xbox Live division of the Xbox 360.

NUads will allow Xbox Live users to engage a typical 30-second product advertisement using gesture or voice controls via the Kinect sensor.

Advertising partners include Toyota, Unilever, and Samsung Mobile USA.

“NUads marks the beginning of a new era for TV advertising. It delivers the one thing traditional TV advertising is missing — engagement,” said Ross Honey, general manager of Xbox LIVE Entertainment and Advertising.

“We developed NUads to breathe new life into the standard 30-second spot. With NUads, brands can get real-time feedback from audiences, making TV advertising actionable for the first time.”

Initial NUads allow users to answer a multiple-choice question by waving their hand or via voice command. Consumers will see a real-time tally of votes and advertisers will receive direct feedback from Xbox Live users.

The Xbox Live division currently holds 40 million members worldwide.

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