Online rollover ads that let consumers move their mouse over a video promo to access more information about a brand have been a boon for publishers looking to make their videos a bit more interactive for consumers.

Innovid, a company that powers campaigns for publishers including CBS, MSN, Crackle, Hulu and Roku, is launching a beta program to make its interactive video ads compatible with social posts. Innovid's advertisers include Microsoft, Mondelez and Target.

British tea and coffee brand Taylors of Harrogate ran a campaign last December to test the technology.

A 30-second video featured a button in the corner of the screen. When users scroll over it, they can take a quiz to find their perfect coffee flavor, buy products from retailers including Sainsbury's and Asda and sign up for emails.

The new format resulted in a 35 percent engagement rate with 4,400 likes, more than 250 comments and 400 shares....

Via Jeff Domansky, BSN