Clicktivated is an IP-protected interactive video platform that enables viewers to interact with individual products or items within video content. The company’s clean user experience creates new monetization opportunities for marketers and provides a revolutionary set of data points for distributors to better understand their audiences. Pulse 2.0 interviewed Clicktivated CEO Chris Roebuck to learn more.
Chris Roebuck’s Background
Could you tell me more about your background? Roebuck said:
“I started my career in advertising on the agency side before moving on to found multiple businesses. I’m a UX and product fanatic and am really passionate about building services that will move the industry forward. I founded Clicktivated in 2013 because I felt confident that online video was here to stay, and recognized that creating a way for marketers to extract more value from their video assets was critical.”
Formation Of The Company
How did the idea for the company come together? Roebuck shared:
“We were frustrated with the lack of interaction that existed within video. I’d be watching videos, wanting to know more about the location or where I could buy a featured item. Isn’t that response a marketer’s dream? Yet the lack of tech to give consumers that direct pathway between what they see and where they can learn more or make a purchase was becoming a marketer’s nightmare.”
“The idea for Clicktivated was (and still is!) to create a simple and easy way for consumers to access anything about what they’re watching, ultimately helping content creators across all categories build a real form of monetization, ROI, and connection with their consumers.”
Favorite Memory
What has been your favorite memory working for the company so far? Roebuck reflected:
“We’ve been around for 11 years now, so it’s hard to pick just one! From the day we incorporated to the day, we saw our 1,000,000 clickthroughs, it’s all been exciting! The most recent event was being in New York City to accept the Skift Innovators Award. We work closely with tourism brands because video is such a great way to move people from daydreaming to booking travel! Instead of wondering which hotel has that awesome view or which restaurant has that Instagrammable dessert just seen, they can simply click for more information within the video! The trip to NYC was great because we met with other interesting companies and were able to really highlight the work of our fantastic partner, Visit Palm Springs!”
Core Products
What are the company’s core products and features? Roebuck explained:
“Our core product is the shoppable video technology that transforms new or existing video into a shoppable experience in less than 24 hours. This means that audiences can click on any object, experience, or location they see to learn more and even make a purchase. Another huge feature is that data that is generated, highlighting for our customers what most interests their audiences down to the click!”
Challenges Faced
What challenges have Roebuck and the team faced in building the company? Roebuck acknowledged:
“The cool thing about advertising and marketing is also the challenge – things are always changing. With consumer attention fragmented across dozens of screens and channels, ongoing debates over cookies, and changes in attribution practices by such major platforms as Apple, marketers are always striving to understand the latest updates.”
“What excites us most is that our technology is playing a critical role in increasing audience engagement and driving revenue, two top priorities for marketers regardless.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launch? Roebuck noted:
“When we first launched the company, digital video strategies revolved around simply placing a broadcast TV spot online. Given how much video has evolved, our technology has advanced quite a bit as well.”
“While we’ve always focused on item recognition, AI has contributed to our advancements, even before it was popular. It will continue to play a critical role as we move forward. Additionally, our data and analytics suite has evolved tremendously, getting more granular as it captures unique sets of data, exclusive to Clicktivated.”
Significant Milestones
What have been some significant milestones for the company? Roebuck cited:
“In addition to the company’s launch, we’ve powered over a million video interactions, expanded internationally and, most recently, introduced a major update facilitating how our customers access proprietary data.”
Customer Success Stories
When asking Roebuck about customer success stories, he highlighted:
“Being in business for 11 years, we’re lucky to have so many great success stories. I think some of my favorites are the campaigns we ran with Visit Palm Springs, one of which won a Skift Innovator award and had a 130% interaction rate, and another that achieved a 42% Click-Through Rate.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Roebuck assessed:
“ALL video has interactive opportunities. If a company creates video – whether it’s for editorial content, advertising creative, sponsored content, or even user-generated content (UGC) – they should be working with Clicktivated. That’s a massive TAM. We’ve worked with iconic brands across a wide range of industries including retail, tourism, and – having started in Detroit – automotive, and so many more!”
Differentiation From The Competition
What differentiates the company from its competition? Roebuck affirmed:
“Shoppable video allows for so many different permutations. Some vendors just add a QR code and consider it shoppable. Our differentiator is the unique customer experience enabled by our proprietary AI recognition software. Within a Clicktivated video, the customer decides what is clickable and for how long. For example, an apparel brand can leverage a workout video with “clickable” leggings even as the model moves around the screen through different camera angles.”
Future Company Goals
What are some of the company’s future goals? Roebuck concluded:
“Our goal is to lead the transformation of all video, creating genuine value for both creators and viewers. To achieve that, we will continue to develop innovative products and services that enhance the value of the video, amplify the impact of data generated, and drive measurable ROI, from the initial viewing to checkout.”
