Facebook and Instagram are set to launch interactive video ads, letting brands include more clickable features within their videos.
The rollover-style ads let viewers move their mouse over a video promo to access more information about a brand.
Users will get a different experience on mobiles, where clicking on an interactive video pulls up a landing page where users can swipe through the experience.
The format is popular with advertisers because it allows for more information to be presented in the ad, letting engaged viewers take action during the video.
One of the first brand to test the new format is British tea and coffee firm Taylors of Harrogate, which ran a campaign in December 2015 to test the technology.
The ad consisted of a 30-second video with a button in the corner of the screen. When rolled-over, users can take a quiz to find their “perfect coffee flavor” and buy products from retailers including Sainsbury’s and Asda and sign up for emails.
In the test, the new format achieved a 35% engagement rate with 4,400 likes, more than 250 comments and 400 shares.