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AOL On Brings Interactive Video Ad from Carambola to the U.S.

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AOL On is offering a new ad format in some videos, one that feels more like a game. It's hoping the format will encourage viewers to spend a little more time interacting with their content.

The ad format, called Spot On, was created by Israeli start-up Camambola, and this is the first time it's been used in the U.S. In fact, AOL On has a U.S. exclusive on it. With Spot On, publishers can add entertaining elements such as polls, trivia, quizzes, and e-commerce into a customizable overlay.

When viewers watch a video enhanced with a Spot On ad, they see a call to action encouraging them to go deeper into the video. If they tap the on-screen button, they're presented with interactive elements that let them learn more about the video they're watching. To see Spot On in action, watch this episode of Rocco DiSpirito's AOL series "Now Eat This! Italy."

In early testing, AOL On says the format has been doing extremely well. Ten percent of viewers clicked on the ad, and those that did spent an average of 25 seconds with the Spot On unit. Of the viewers who clicked on the ad, over 60 percent engaged with it by answering quiz questions or reading trivia.

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