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For most people, the most interactive part of online video is when you turn it on or off, but a firm called Innovid sees “interactive video” as the next big thing in advertising.
The firm, which worked an online campaign for the movie Watchmen, has lined up another client—Mazda—for a branding campaign in Canada.
The effort, running on Sympatico/MSN (Canada’s version of MSN), promotes Orange Lounge, an online showcase for music. Using Innovid’s technology, Web surfers can click on an Orange logo to get Pop Up Video-style trivia on the bands.
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