Dive Brief: 

• Publishers like BuzzFeed and Quartz are working interactive features into their native advertisements and sponsored content. 
• Interactive features are being driven by the emergence of metrics like "attention minutes" and "engaged time."
• One example is BuzzFeed's campaign with Leinenkugel’s Summer Shandy, which features a "Summer To-Do Calendar" to find BuzzFeed articles for each day of summer. The brand's social posts have seen over 558,000 views from the posts. 

Dive Insight: 

As competition becomes stiffer and advertisers care more about how long eyes are on their ads, interactive features are going to become more of a necessity. BuzzFeed has been something of a pioneer in the space, but it could easily catch on with more native ads — especially when we have examples like The New York Times' Netflix multimedia native ad.