Every once in a while, you get a glimpse of a technology that makes you say “cool.” And the latest tech to cross our “cool” radars is this interactive TV ad from Channel 5’s The Gadget Show.

Using the complimentary iOS app, you can interact with the spot in real-time by panning a full 360-degrees around the studio’s set. Confused? Keep reading to see a video of it in action…

While this may not look like much on the surface, the implications are mind-boggling. Imagine using this technology on your iPad while watching a sporting event to pan to the sidelines, or to catch the action from a different angle.

Of course, as with any technology, implementation and adoption are key. If TV networks don’t make it available for their broadcasts, or consumers don’t take to it, it’ll never reach its full potential.

What do you think of interactive TV watching? Will it ever catch on?