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Interactive video

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The term interactive video usually refers to a technique used to blend interaction and linear film or video.

Interactive Video Technology

Interactive video (also known as "IV") is a form of digital video that supports user interaction.[1] Interactive videos provide the viewer the ability to click, on a desktop, or touch on mobile devices within the video for an action to occur. These clickable areas, or "hotspots," can perform an action when clicked or touched. For example, the video may display additional information, jump to a different part of the video, or play another video.[2]

There were several companies that launched early in the interactive video software market:[3]

  • Ingage Digital Media
  • Rapt Media
  • HapYak
  • Touchcast
  • ClickVID
  • Clikthrough
  • The Mad Video Inc.
  • Interlude
  • WIREWAX

The advancement of HTML5 enabled these companies to build out authoring tools to allow for video creators to make their own interactive videos. There has been a rise in the usage of interactive video with increased reliance on video in general as well as adoption across social media platforms such as Instagram, Tik Tok, & Facebook.

Hotspots In Video

One popular use of interactive video technology is to add clickable points or 'hotspots' to the video. These hotspots allow the viewer to learn more about a particular object, product, or person in the video. A hotspot can trigger content to appear within the video such as text, images, videos or additional web content can be set within an iframe. There are two types of hotspots that can be added to a video; motion-tracking and static hotspots. Motion-tracking hotspots leverage computer vision and machine learning to identify an object and track that object by frame within the video. Static hotspots remain in a designated area of the video for a set amount of time.[4]

Shoppable Video

In April 2012, Canadian fashion retailer sense.com partnered with interactive video technology company, WIREWAX, to release an interactive music video, featuring Iggy Azalea, Diplo and FKi, which was conceived from the outset as a marriage of art and commerce. All the styles featured in the video could be bought by clicking on the stars wearing them at any time the viewer saw an 'S' tag. The video was discussed on fashion blogs and in print.[5][6]

WIREWAX has gone on to work with many of the world's leading retail and fashion brands to create shoppable video experiences. Notably, Ted Baker launched a series of shoppable video executions with WIREWAX including a collaboration with director Guy Ritchie titled "Mission Impeccable" in 2016 and "Keeping Up With The Bakers" in 2017.[7]

Ted Baker has attributed a 30% uplift in sales as a result of their shoppable video campaigns.[8]

There have been several technology companies within the shoppable video space:

  • WIREWAX
  • Cinematique
  • Click-Through TV
  • GRAVIDI
  • VideoClix
  • The Mad Video Inc.

"Customizable" online interactive videos

Customizable videos allow the user to adjust some variables and then play a video customised to the user's particular preferences. However the user does not actually interact with the video while it is playing. Recent examples of this form of video include:

"Conversational" online interactive videos

Conversational videos allow the user to interact with a video in a turn-based manner, almost as though the user was having a simple conversation with the characters in the video. Recent examples include:

  • Subservient Chicken - a "conversational" interactive video ad for Burger King created by Crispin Porter + Bogusky and The Barbarian Group Cannes Grand Prix 2005.
  • A Conversation with Sir Ian - Interactive video interview with Sir Ian McKellen on Shakespeare. Created for the National Theatre by Martin Percy. BAFTA nominee 2007.[10]
  • A conversation with Shimon Peres the Israeli President, created by interactive media and tech company Eko.[11]
  • An interactive interview with John Hamm before he hosted the 2013 ESPY Awards, also created by Eko.[12]

"Exploratory" online interactive videos

Exploratory videos allow the user to move through a space or look at an object such as an artwork from multiple angles, almost as though the user was looking at the object in real life. The object or space is depicted using video loops, not still, creating a more "live" feel. Recent examples include:

  • The BT Series - Interactive video exploration of the works of Tracey Emin, Anthony Gormley and Rachel Whiteread. Created for the Tate Gallery by Martin Percy. Webby Nominee 2006[13] and Honoree 2007.[14]
  • Tate Tracks - Interactive video exploration of various works, allowing the user to listen to music while looking at art. Created for the Tate Gallery by Martin Percy. Part of integrated campaign winning Cannes Gold Lion 2007.[15]

Aside from online use, interactive video may be found in a variety of applications, as listed below.

Interactive video in early computer games

Main article: Interactive movie

The term interactive video or interactive movie sometimes refers to a nowadays uncommon technique used to create computer games or interactive narratives. Instead of 3D computer graphics an interactive image flow is created using premade video clips, often produced by overlaying computer-generated material with 12-inch videodisc images (where the setup is known as "level III" interactive video, to distinguish it from "level I" or videodisc-only, and "level II" requiring specially made videodisc players that support handheld-remote-based interactivity without using an external computer setup). The clips can be animation like in the video game Dragon's Lair or live action video like in the video game Night Trap. Compared to other computer graphics techniques interactive video tends to emphasize the looks and movement of interactive characters instead of interactivity.

Interactive video in cinema

Interactive video has been used in interactive cinema presentations.

Interactive video in YouTube

In 2008 YouTube added Video Annotations as an interactive layer of clickable speech-bubble, text-boxes and spotlights. Users may add interactive annotations to their videos and by that a new trend of interactive videos arose, including choose-your-own-adventure video series, online video games using YouTube videos, spot-the-difference-game videos, animal-dubbing and more. In 2009 YouTube added a community aspect to its Video Annotations feature by allowing video owners to invite their friends and community to add annotations to their movies.

Around 2010 YouTube released the interactive takeovers, certain channels had the opportunity to integrate an iFrame experience enabling them to include interactive videos. Some of the most successful takeovers were done by brands such as Samsung, Tipp-Ex or Chrome.[16]

YouTube discontinued the use of annotations on January 15, 2019.[17]

Interactive video in advertising

In 2014, video marketing platform Innovid was awarded a U.S. patent for interactive video technology.[18]

In 2017, the interactive video agency Adways created a specific format called InContent that enables to add interactive ads on a live stream for Roland-Garros.[19]

Interactive video in science communications

Documentary filmmakers have leveraged interactivity to communicate ideas about technology in new ways. One such example is the Peabody Award-winning Do Not Track, created by Brett Gaylor.

Interactive video art

Contemporary interactive video artists like Miroslaw Rogala, Greyworld, Raymond Salvatore Harmon, Lee Wells, Camille Utterback, Scott Snibbe, and Alex Horn have extended the form of interactive video through the dialog of gesture and the participatory involvement of both active and passive viewers. Perpetual art machine is a video art portal and interactive video installation that integrates over 1000 international video artists into a single interactive large scale video experience.

Interactive video in VJing

Technically VJing is also about creating a stream of video interactively. this involves the user/operator to mix video clips, runtime plugins, and FX to the music's mood, bpm, and vibe.

Interactive video in research

The human-computer interaction (HCI) research community as well as the multimedia research community have published several works on video interaction tools. A survey is provided in [20]

See also

References

  1. ^ https://techterms.com/definition/interactive_video
  2. ^ https://techterms.com/definition/interactive_video
  3. ^ https://learningsolutionsmag.com/articles/1292/interactive-video-the-next-big-thing-in-mobile
  4. ^ https://www.wirewax.com/blog/getting-stuck-in-hotspots-overlays
  5. ^ "Fortune Magazine". Archived from the original on 2012-04-15. Retrieved 2012-05-25.
  6. ^ http://mashable.com/2012/04/04/shoppable-music-video/ Mashable
  7. ^ https://digiday.com/marketing/ted-baker-learned-shoppable-video-far/
  8. ^ https://www.thedrum.com/opinion/2020/07/07/how-shoppable-video-can-unlock-additional-revenue-advertisers
  9. ^ http://www.gluelondon.com/casestudy/2.pdf Archived January 27, 2007, at the Wayback Machine
  10. ^ http://www.bafta.org/site/page132.html BAFTA nominations 2007
  11. ^ http://www.timesofisrael.com/technology-lets-you-have-a-personal-conversation-with-shimon-peres-personally/
  12. ^ http://allthingsd.com/20130717/espns-web-site-lets-you-ask-jon-hamm-a-question-and-get-an-answer/
  13. ^ "Archived copy". Archived from the original on 2006-04-12. Retrieved 2008-11-04. Webby nomination 2006 for The BT Series with Tracey Emin
  14. ^ http://www.webbyawards.com/webbys/current_honorees.php?media_id=96&category_id=11 Webby honoree 2007 for The BT Series
  15. ^ "Archived copy". Archived from the original on 2007-06-26. Retrieved 2007-07-08. 2007 Cannes Gold Lion for Integrated Campaigns
  16. ^ Fisher, Lauren (2011-04-04). "The 6 Best YouTube Brand Takeovers". The Next Web. Retrieved 2018-01-08.
  17. ^ https://www.theverge.com/2018/11/27/18114581/youtube-annotations-discontinued-january-2019
  18. ^ Sullivan, Laurie (April 3, 2015). "Innovid's Video Patent Helps Leverage Online Ad Options". MediaPost. Retrieved July 26, 2016.
  19. ^ "Innovation Roland-Garros : " le live In-content"". May 28, 2017.
  20. ^ Klaus Schoeffmann, Marco A. Hudelist, and Jochen Huber. 2015. Video Interaction Tools: A Survey of Recent Work. ACM Comput. Surv. 48, 1, Article 14 (September 2015), 34 pages.
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