New 'taggable' video software comes to Apple's iPad

WireWax has announced that its "taggable" video software has become available on Apple's iPad, enabling media firms to introduce clickable hotspots to people and objects in videos.

The London-based firm, which has recently run video campaigns for Tommy Hilfiger, Ripcurl and ITV, entered the tablet computer market last December with a version only for creative partners, but it has now rolled out the format more widely across Apple's device.

The technology, which works similarly to tags in Facebook photos, adds click-through links diverting users to related images, applications, websites, interactive games and other content. WireWax said that the move on to the iPad represents a "milestone in future of interactive video".

In a testimonial, former Last.fm chief operating officer Spencer Hyman said: "If you take the power of video and combine it with interactivity it's obvious that the experience of watching stuff becomes more dynamic and engaging.

"Add the emergence of touch and then it gets exciting - and that's where WireWax fits - it gives creatives of all levels of sophistication and maturity a platform to seize these two tidal waves."

WireWax chief executive Steve Callanan added: "We believe the latest incarnation of software on the iPad will open the product up to a much wider audience and are really excited about the opportunities of merging taggable and touchable video technology.

"It's clear to see that there is huge potential in the marketplace right now for this technology and that the possibilities for interactive taggable video are quite simply endless."

In June, The X Factor producer FremantleMedia partnered with WireWax for a new study into "taggable" technology, as media firms seek ways to monetise online video consumption.

Watch a demonstration of WireWax's taggable video technology on iPad below: