The latest version of , a set of free, do-it-yourself online tools that let anyone build their own video ad, now provides additional embedded interactivity options, said CEO Diaz Nesamoney. In addition, Jivox 4.0 has an exclusive new Engagement Score that measures the interactive video ad's success.

"The goal of this release was to give our customers the ability to easily create the most engaging, cost-effective advertising on the Web today, and then give them the tools to measure its true effectiveness," Nesamoney said in a press release.

When viewers click on an interactivity icon in videos created with Jivox, the video is paused and up to five click-to-action features can appear as an overlay. Viewers can choose to download a coupon, request information via e-mail, e-mail the video to a friend, enter a mobile phone number to receive more information, or embed the video on a Web site.

Once a customer has created an interactive video ad, using either their own or Jivox's stock footage, images and music, Jivox places the ad on an appropriate network of local TV and radio stations, newspapers, weather and other specialty Web sites. In addition to geographically targeting Jivox also offers demographic and contextual targeting.

The Engagement Score, a number on a scale of 1 to 100, calculates all the actions taken on a video, ranging from which interactivity options viewers choose to click-through rate and pauses and replays, said Nesamoney. The final score is based on the ad's performance compared to approximately 3,000 other video ads on the Jivox Publisher Network. Advertisers can then drill down to specific metrics using new in-depth reporting dashboards to see where their videos need improving.