Kraft, Nike, Target and Walmart are trialing new video technology that makes ads interactive. In the case of Kraft, a 15-second clip comes with pop-up information on the brand and its products.

As the video runs, a click over one of the frames pulls up a pastry recipe or product details for Cool Whip.

Fuisz Media, based in Santa Monica, Calif., just raised $2.1 million to develop the technology and recently struck testing deals with Kraft and the other previously mentioned brands.

Interactive video is a growing segment in digital advertising along with video in general. Just yesterday, Facebook bought LiveRail, a platform that delivers digital video ads to publishers online and in apps. And Google recently launched a premium ad network for brands to buy digital video.

In the U.S., digital video advertising will grow 42 percent this year, generating $6 billion, according to eMarketer.

Fuisz Media attracted some high-profile media and advertising investors, including Metamorphic Ventures and Lerer Hippeau Ventures. Lerer just raised $62 million, and includes the father-son team of Ken and Ben Lerer, with a portfolio that includes BuzzFeed.

Michael Lazerow of BuddyMedia and Ben Barokas of Admeld were among the investors, as well.