Banner ads are now no longer just uni-directional, it would seem. A campaign being run by Pepsi called "Dear Mr. President" is allowing people to record a video message straight from an embedded banner on a standard website. Empowering consumers to not only interact with the banner but actually create content and push it back to the advertiser, it's perhaps one of the more innovative uses of online video advertising today
(emphasis added, from ReelSEO). An image of one of the ads:
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