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TVNZ has just announced the arrival of a new addition to its OnDemand family called Ad Hover.

Ad Hover is a dynamic, customisable and fully interactive advertising opportunity that can easily be incorporated into existing content to deliver a more engaging and immersive video experience.

With the use of Ad Hover, BMW have successfully engaged Ondemand viewers with a call to action message sitting over their video ad. 36% of viewers have interacted with the ad and almost 2% have clicked through to the BMW website, upon which the video ad and content is paused whilst the viewer explores the interior and exterior of the new BMW 1 Series. The viewer can switch between images and locate a dealer all within the video window, and they do – viewers have spent an average of 2mins each interacting with this ad unit.  Ad Hover is a collaboration between TVNZ and DraftFCB.

>> More info on the product is available here