Xbox Live's NUads have been a success, leading to a 37 percent engagement rate, according to Microsoft.
The ads, which implement polls and other interactive elements, were launched in 2012 with campaigns by Subway and Toyota. According to the statement, 71 percent of the engaged viewers voted in the interactive polls, while 97 percent of those saw their result in the final tally.
"When we launched NUads, we redefined the 30-second spot," said Xbox Live Entertainment and Advertising manager Ross Honey. "These results show that NUads is a real breakthrough in TV advertising, and you can expect more investment from us when it comes to this new ad format and video advertising in general."
NUads were implements in North America and the UK in August 2012.