Click Culture: The Future of Interactive Videos

London – At The Polarity Paradox Preview Network Evening, held at The Future Laboratory HQ last week, LS:N Global reporter Rowland Manthorpe spoke to Steve Callanan about his platform WireWAX, which makes videos interactive and clickable, allowing content and commerce to converge.

‘We help brands to customise their experiences,’ explained Callanan, who showed videos that WireWAX made for The Only Way is Essex and River Island. The immersive, clickable videos can link to microsites – to give users a greater in-depth look at a brand – or enable consumers to click to buy from videos. ‘Video is typically a passive medium. You click play, lean back and absorb it, but now we are asking people to lean forward and interact,’ said Callanan.

For more, watch the video above to see Callanan explain WireWAX and watch our preview of The Convergence Economy. Tickets for our forthcoming Trend Briefing, The Polarity Paradox, are available on our Eventbrite page.