When interactive features are added to in-banner video ads, the interaction rate can increase to 18 to 20 times that of a display ad, a promising jump that underscores the potential that new video ad innovations hold for advertisers.

That figure comes from Mixpo, which recently introduced customizable video ads. “[Consumers] are choosing to watch the ad, they are spending a lot of time with the brand message and are choosing to interact with it,” said Anupam Gupta, president and CEO of Mixpo, in an exclusive interview with Beet.TV.

The company rolled out the new in-banner video ads in late February, so advertisers can add graphics, text, video that then link into Mixpo’s tools that tailor the message based on audience, geography and other factors. Gupta added that the new ad units enable easy integration of social media feeds and sharing tools.

“If a brand wants you to watch the video and share it on Facebook or Twitter, the brand can add that to the video. If a brand is a launching a new car, they can link in thousands of dealers so when someone sees it, it’s tailored to the nearest dealer,” he said.

Gupta said brands and agencies can use the Mixpo tools across many different sites and Web publishers and they don’t have to alter the technology they’re using.