The reward for sitting through an ad used to be the content itself. Now advertisers are searching for incentives that make online ads more sticky. Interactive video ad platform Jivox and branding tool Music Interactive think they’ve found the best bait to reel them in: Free music by cool artists.

Rewards and giveaways have been a huge driver of brand engagement in social marketing, especially Facebook campaigns, and advertisers want to achieve a similar interaction in online ads. Jivox has a technology platform that turns traditional TV spots into videos for Web, mobile, and connected TVs. Music Interactive packages and sells brands MP3s from popular artists. The two companies thought a partnership could offer brands something new.

“Rewards were born in social media, accelerated by mobile, and now have found their way to Internet advertising,” says Jivox founder Diaz Nesamoney. “Brands are looking to differentiate.”

If you see an MP3 library connected to an online ad, it’s probably the result of this partnership, and it may be worthwhile to watch the ad. Artists available for free download include Drake, Rihanna, Usher, Lady Antebellum, Miike Snow, Florence and the Machine, Childish Gambino, and more. The MP3s are not tethered or DRM-encoded, making them transferable to any device.

The ads could end up being annoying or hip, but since Jivox and Music Interactive just started working together, that remains to be seen. Both companies already have brand name customers, most of which have tested out rewards in social media.

Mountain View-based Jivox sees its largest area for innovation and growth around connected TV advertising. Early to the digital video space in 2007, Jivox has raised $25.6 million in funding and is looking to close a Series C by the end of the year.