This sounds like a horrible idea.
What would it take to run ads like this on regular TV? Even if the ads are not clickable, simple banners or graphical buttons that appear in sync with what you are watching would grab your attention. Imagine a Nike logo popping up when you are watching basketball, or cruise ship when someone in a movie mentions the Bahamas. It could be annoying, but not if used judiciously. And it would certainly solve the problem of people fast-forwarding through ads with DVRs.
I already can’t watch anything on TNT because they have so many pop-up promos for their shows.