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IHS & Zentrick team up to research interactive video

Interactive video pioneer Zentrick has partnered with IHS, a leading global source of information and insight, to create the first ever global research into the evolution of the growing sector of interactive video.

Pairing Zentrick’s usage data and campaign intelligence together with IHS’ own industry data and insight, they will conduct a definitive analysis report that will not only quantify the size and value of the market, but also identify growth factors, future opportunities and potential challenges. The resulting whitepaper, scheduled for completion in autumn 2014, will be the first of its kind.

“While comments, likes and links create a certain level of engagement, those activities are not part of the narrative. Residing outside of the viewing experience, they often fail to truly capture the viewer’s attention,” comments Zentrick CEO and co-Founder Pieter Mees. “While today’s audiences are more sophisticated in their approaches to content consumption, they also have far shorter attention spans. Content therefore needs to focus on nonlinear stories that succeed in standing out in a cluttered marketplace, continually refocussing the user’s attention and holding their interest. It is not enough for storytellers to create content they hope will be shared, it needs to be more actively engaging. We see interactive video as achieving that new level of engagement and hope to be able to bring more clarity to the opportunity for brands and marketers worldwide with this IHS research partnership.”

 

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