Video on the web has traditionally been a passive experience. Click play, sit back and watch. Well that paradigm is undergoing a significant change. “Sit and Stare” is no longer enough. Video is fast becoming a more immersive medium. Consumers are starting to expect more from their video viewing experience online and marketers are beginning to leverage “the vide ...o as the marketing tool” notion. Adding links directly into the video that enhance the storytelling aspect dramatically increase customer attention, retention and engagement rates.