The pre-roll online video ad business is still growing. Indeed, premium video CPMs rank way higher than for display. But some think it could grow a lot larger if those ads were more than just linear streams.

Video ad tech outfit Innovid helps advertisers create video ads with “calls to action”. “You can open a microsite inside the video,” CEO Tal Chalozin tells Beet.TV.

And Chalozin reckons the widgets, bells, whistles and clickable things Innovid embeds inside mere video ads multiply viewer engagement.

“Just regular pre-roll with no interactive elements, the average is sub-1% engagement rates,” he says. “Just by telling the story in a nice, polished way, 3% to 5% of the people will end up click. It gets up to 20%.”

Of those numbers, tablet users display highest engagement rates, whilst connected TV viewers stay watching ads for longer, the Chalozin adds.

Chalozin was interviewed by TouchCast co-founder Erick Schonfield at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.