Dive Brief: 

• In an effort to make its TrueView pre-roll ads more engaging, YouTube has introduced overlay cards with interactive features. 
• The cards, which appear on the right hand side of the video, will contain information about the advertiser, links to branded playlists, and eventually links to the advertiser's website. 
• Advertisers will be charged if any of the card elements are clicked as if the entire video ad was viewed, but the interactive card will only appear if viewers click the pull-down prompt in the top corner of the ad. 

Dive Insight: 

Currently, advertisers are only charged for pre-roll videos if a viewer doesn't skip the ad and watches for at least 30 seconds or until the end—whichever comes first. Introducing an interactive element will create a new revenue stream for YouTube if users respond to the cards. The cards will also offer new insight for video advertisers, as a click shows real engagement—versus a view of 30 seconds, which doesn't necessarily prove the users' eyes were on the screen.