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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.