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Over the past two decades, Duane Varan of MediaScience has conducted more than 100 studies about video advertisements that have interactivity features. “We know that interactivity is physiologically more arousing; people are more engaged, and that translates into better memory,” he said. “So, we know that interactive ads work, but now the question is: Why do they work, (and not) what we can do, but what we should do.”