Public Relations & Social Marketing Insight

Some fairly obvious characteristics have made video the web's most engaging media type when compared to text, images and combinations thereof. It's the perfect blend of audio and visual elements, drilled down into bite-sized chunks that appeal to the modern viewers' desire for immediate understanding.

But that's not to say it's quite the perfect storytelling device. It's close, but falls down in one simple area: when it comes to interacting with video content, users have only really been able to play, pause, rewind and fast-forward.

Interactive video changes that. In a nutshell, this emerging technology combines video content with user input -- allowing viewers to take a wide range of actions while watching video content.

They can click areas of the screen to define their own journey, answer questions, complete forms, buy products, download content and more -- often without leaving the player window....