Summary
Video represents an important touchpoint for marketers, but today, its use is predominantly limited to passive, rather than interactive, functions. As a result, video is used almost exclusively for awareness campaigns when, in fact, it can be a powerful medium for achieving a variety of marketing goals. Emerging interactive video (IV) technology transforms video from a passive medium to an interactive one and represents a step change for bringing content, marketing, and commerce together. This report will outline the shortfalls in current approaches to online video and the benefits that interactive video can bring and will provide marketers with an action plan on how to get started with this emerging technology.
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