A pre-role ad for Vaseline's Sheer Infusion skin lotion has generated more viewer engagements than typical pre-roll ads because of the interactive features embedded in the video, according to video ad network ScanSout.

ScanScout ran a campaign for the Unilever brand this fall using a new ad format it recently introduced called "Super Pre-Roll Unit." It's a normal pre-roll, but with interactive features like polls built on top of the ad. The Vaseline spot, for example, let users vote on their favorite features of the lotion, answer questions about their skin and receive coupons and more information about the product [demo].

Four Times Better

Launched this fall, the Vaseline campaign has led ScanScout to declare that interactive pre-roll ads are four times better in engaging customers than standard pre-rolls, according to Bill Day, CEO of the Boston-based ScanScout. (via Beet.TV) Because of the multiple interaction points, ScanScout is able to provide additional engagement data across the ad unit. "All our work shows users want to engage. It brings the pre-roll to life in a way you don't see," Day said.

Lure of Video

Engaging customers in an online video ad is a growing strategy by brands - especially for videos they hope to see grow virally on social networks. Southwest Airline's ran a video contest that ran from Oct. 26 to Nov. 16 to boost awareness and traffic of its routes over the Thanksgiving holiday (via ClickZ).

The contest, developed by Votigo, was promoted on display ads via Yahoo, MSN, USAToday.com, NFL.com, and WSJ.com, branded with the headline "What Would you Do for $100?" It reaped the airline 10,968 new fans on its Facebook page.