Interactive Video Going Mainstream


Since the 90s, media industry execs and journalists having been claiming interactive video as the future.  Over the years, Nike, Foot Locker, Target, Xbox, Sony, Samsung, Spotify, BBC, and NBC are just a few household names that have used and proven interactive video, or more specifically, ‘connected video’ - whereby the things, people, products in video are touchpoints that will respond to an interaction.

But what’s been stopping that from going mainstream until now and why is it all about to change?


There’s been a big shift in the industry over the last year. As online video continues to grow, so do the demands of the viewers. It comes as no surprise to any novice content marketer that modern audiences not only want to be entertained but are also after instant gratification. They want information and they want it now.

Lean forward and engage

Until recently, video has been a passive medium, forcing viewers to sit back and watch. If something sparked their interest (and I mean REALLY sparked it), they would leave the video and try searching for whatever it may be. If they’re lucky, they found it, but chances are most gave up and moved on.

Here’s where interactive video comes in. By allowing viewers to lean forward and engage with video content, they can readily access what they want without leaving the video.

This kind of interactive video instant gratification has a very obvious and, better yet, monetization value: make videos shoppable. Rather than hoping a viewer will see your video then search your site to buy the products, convert them into consumers right then and there.

If you’re goal isn’t to convert but to engage viewers to deepen their brand loyalty, interactive video can be used to provide additional content for viewers to explore. From product information to behind-the-scenes videos and downloadable images, interactive video becomes a one-stop shop for all your content marketing needs.

Now you might be thinking this type of high level tech requires a genius to use. Allow me the pleasure to debunk this myth. Interactive video is insanely DIY friendly.

So... how do you do it?

The process starts off by simply uploading a video - whether that be a video file or a URL from YouTube or Vimeo. Thanks to advances in computer vision technology, videos can be analysed and understood, auto-detecting things like faces. This lets the interactivity integrate with the creative of your video. Not only does this look better, but it works better too. Our data has shown motion-tracking tags to drive 9x more engagement than static buttons.

It’s important when looking for an interactive video tool that your solution be scalable. That’s just another perk of computer vision: it does most of the work for you. With Wirewax's automatic facial recognition makes it quick and easy to add a tag to a person with just a click. Want to add a tag to a product or object instead? Tag it once and, anywhere else in the video it’s re-detected, it will be automatically tagged for you.

Or have a look at Interlude's services. 87seconds worked with Interlude to create an interactive video for GoodYear to drive awareness of road safety in the end of year period.

So what's holding you back! Get interactive.

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