ITWire

According to vid'¢id, the technology has far-reaching implications for both digital and traditional advertisers, as it enables users to interact with objects within online videos and even make transactions. The ARU's video, targeting Australian males across vid'¢id's network of local and international sites, features young hotshot James O'Connor, who recently burst onto the international  scene by scoring a hat-trick of tries on his debut for Australia.

Viewers are invited to find out more about James and the current series of international fixtures by rolling their mouse cursor over objects or people they see within the video. After clicking on the object to see further information, users can then click a "Buy Now" button to purchase match tickets.

Michael Briggs, digital account manager at Tongue, who planned the campaign, said the company was attracted to the technology, because of the ability to 'put the ARU brand at the heart of an experience that allows users to interact with online video. 'With this, ARU's video content can provide fans with an even more entertaining and informing experience whilst also allowing them to make faster decisions about purchases. The control is entirely in the hands of the user, so there are no interruptions to the viewing experience unless the user wants to find out more."

Jamie Crick of vid'¢id said the agency is 'excited to be bringing this technology to Australia and to launch with the ARU, an iconic Australian brand, to showcase it to a local audience.' According to Crick, global results in general show that users are 'very receptive to the technology, with an average of 6 interactions per video and 31% of viewers clicking through to the advertiser's website.'