SOURCE: Interactivation

September 15, 2009 09:13 ET

Interactivation Releases Interactive Video Marketing Tool

New Technology, Dialog Engine, Transforms Passive Video Into Interactive Engagement, Helps Brands Increase Advertising ROI

NEW YORK, NY--(Marketwire - September 15, 2009) - Interactivation (formerly, Mag Rack Entertainment), a New York City-based media company that provides interactive and personalized content to consumers via television, mobile devices and the Internet, today announced the release of Dialog Engine, a new interactive video tool for marketers and advertisers, that transforms traditional one-way brand messaging into an interactive and immersive video experience.

"The web is an interactive medium, web video usage is rising, yet consumers have never been able to interact with video," said Matthew Davidge, Interactivation's President. "Improving the interaction and response rates of on-line video and other traditionally less-interactive media, such as outdoor and TV advertising, is good for both the brand and for consumers who will be able to obtain information where and when they want it, and get involved on-the-spot when they see a call to action."

Dialog Engine is a proprietary scripted conversational technology that allows brands to deploy video assets that respond to consumer input. Dialog Engine also connects video, text and voice interactions, which means for example, that TV or outdoor advertisements can start SMS texting dialogs that drive people to brand interaction. This enhanced level of engagement with the brand increases the power of brand messaging and the likelihood of purchase.

For example, a traditional TV advertisement creates a large number of passive or "lean-back" impressions. With the deployment of Dialog Engine, the same ad also generates a smaller but more valuable number of active "lean forward" interactions with motivated and/or interested consumers who can be moved towards purchase.

Initially conceived as an interactive speech and texting project for Viacom's MTV Networks, Interactivation founders, Joe Covey and Matthew Davidge, further developed Dialog Engine to extend brands'/users' experience as a way to inform, converse with and entertain users. The founders have already worked with leading and forward-thinking brands including MTV, Vh1, Sony BMG, LG, Ziggy Marley, Mötley Crüe and Superfly Productions. Additionally, Dialog Engine is tested, proven and leveraged on the Company's two wholly-owned Video-on-Demand cable networks, Mag Rack and CONCERT.TV, which are available in over 30 million homes in every major US market.

About Interactivation

Interactivation is a New York City-based media company that delivers highly interactive and personalized content to consumers via TV, mobile devices and the internet through its proprietary interactive technology, Dialog Engine, and two Video-on-Demand (VOD) networks, Mag Rack and CONCERT.TV, which are available in over 30 million homes in every major market throughout the United States. For more information, please visit

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