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March 30, 2010 12:23 pm 0 comments

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Daisy Whitney

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Remember when video was going to be interactive and we’d all click on Jennifer Aniston’s sweater to buy one for ourselves? Well, that day is gone, but hotspotting is finally taking off thanks to Web video. Hotspotting refers to clicking on an object in a video to get more information on it or even to buy it, and now brands and media companies are using the technology for direct selling in their Web videos. Companies like ConciseClick, VideoClix and ClickThrough are reporting tremendous engagement rates and purchase rates with their clickable capabilities. As a result, marketers from Mattel to Macy’s are making their videos clickable, Daisy Whitney reports. For all the details on how hotspotting works, who’s using it and what the powerful early data might mean for brands, check out this week’s episode of the New Media Minute.

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