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Digital Video Ads That Make You Want to Click

Format continues to get more interactive

Kraft, Nike, Target and Walmart are trialing new video technology that makes ads interactive. In the case of Kraft, a 15-second clip comes with pop-up information on the brand and its products.

As the video runs, a click over one of the frames pulls up a pastry recipe or product details for Cool Whip.

Fuisz Media, based in Santa Monica, Calif., just raised $2.1 million to develop the technology and recently struck testing deals with Kraft and the other previously mentioned brands.

Interactive video is a growing segment in digital advertising along with video in general. Just yesterday, Facebook bought LiveRail, a platform that delivers digital video ads to publishers online and in apps. And Google recently launched a premium ad network for brands to buy digital video.

In the U.S., digital video advertising will grow 42 percent this year, generating $6 billion, according to eMarketer.

Fuisz Media attracted some high-profile media and advertising investors, including Metamorphic Ventures and Lerer Hippeau Ventures. Lerer just raised $62 million, and includes the father-son team of Ken and Ben Lerer, with a portfolio that includes BuzzFeed.

Michael Lazerow of BuddyMedia and Ben Barokas of Admeld were among the investors, as well.

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