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Clikthrough is an interactive audience measurement company that specialises in video encoding, analytics and metadata tagging. Clikthrough’s unique technology allows users to mouse-over and “clik” on anything they see in a video: products, people, places, and more. Once you’ve clicked on a hotspot you will see information about the product displayed in a pod on the right-hand side of the main video screen. Users can choose to purchase said item, rate it, leave a comment, chat about it, or save it to a wish list for future reference.

Clikthrough is not just a great asset for users – they’ve also developed a set of tools for content owners and advertisers to both monetise online content and increase consumer engagement for content owners and advertisers. Their proprietary analytics package, named Traffic Jam tracks over 50 unique in-stream and out-stream consumer video engagement behaviors and metrics, allowing content owners to drill down into, compare and cross-reference content performance data in more than 5,500 different ways. This provides content owners and advertisers with unprecedented opportunities to reach, engage, measure, and merchandise to a more engaged consumer audience without traditional commercial interruptions.

Clikthrough recently announced that it had secured $1 million in new financing from a host of stellar names in the music business. These investors include Max Martin, the Swedish Grammy-nominated music producer and songwriter; Savan Kotecha, the hit-making songwriter whose skills have helped sell over 35 million records; Nicky Byrne, who has sold over 40 million albums worldwide as leader of the Irish band Westlife, and Wayne Wilkins, the chart topping UK music producer and writer. They’ve also struck deals with Sony Music, Universal Music and Slip N Slide Records to license content, and also recently added a customised iPhone site for mobile access.

By giving consumers a new way to explore and interact with the video content they watch, they’re not only providing end users with a deeper form of video engagement end. They’re directly assisting content owners, and advertisers, in monetising video content in an as yet unexplored medium.

IMO Clikthrough’s unique technology make it a prime candidate for acquisition in the hypercharged online video economy.