Inc.com reports that online videos can now be fully interactive with point-and-click links through a tool called Compulsion. The video player allows you to assign a link to anything that appears in a video, like a person's shirt or earrings, providing a benefit to viewers and opening up a whole new world of advertising opportunities. Product placement is nothing new in film and television, but in videos produced for magazine websites, would this compromise editorial integrity? Web editors regularly include links in stories, but to generate income, the ad sales team would have to become involved (as happened at CIO magazine earlier this year, to the outrage of its editors). I wonder how magazines could ethically take advantage of this opportunity?
Corinna vanGerwen is a freelance editor and writer. She has worked as senior editor at Style at Home, senior design editor at Cottage Life and is the former Canadian Director of Ed2010. She has also held the position of operations manager at a boutique PR agency, where she handled strategic planning and daily operations.