Brands Can Now Create Interactive Video Campaigns on Facebook and Instagram

Ads could boost social engagement rates

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. Now, those video formats are coming to Facebook and Instagram.

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.

"This is the first step in transforming social viewers into active participants," said Tal Chalozin, Innovid's co-founder and chief technology officer. "Facebook was a natural stepping stone for us because they've done an amazing job building a sophisticated ad platform that is continually reinventing itself. We are currently exploring other social platforms to see where interactive video experiences might also integrate well."

On mobile, clicking on a video pulls up a landing page where users can swipe through the experience.

But with Facebook and Instagram's upcoming changes to their algorithms that favor video, marketers will likely need to put a bit of paid marketing behind the posts to make them stand out.

The tech vendor's integration with Facebook and Instagram comes two months after signing a deal to measure Snapchat ad campaigns.