Video Tagging Startup wireWAX Gains Momentum

-- Former Last.FM COO Spencer Hyman Joins Board


London-based clickable video startup wireWAX continues to gain traction, recruiting former COO Spencer Hyman as an investor, board member and strategic advisor. 

wireMAX has technology that allows anyone to add motion-tracking hotspots -- or tags -- to people and objects in video. After they are clicked, the tags can link to other videos, images, maps, and advertisements. 

Its technology could also be used for e-commerce. wireWAX said niche retailer Oki-ni released a video with wireWAX which generated a 58 percent click-through rate. wireMax could provide some competition for interactive video firm Clikthrough, which has powered several ad campaigns that incorporate clickable video. 

wireWAX said it has added clients since exiting its public beta best April, including EMI, ITV and Hearst Digital. It has also developed plug-ins for YouTube, Brightcove and VMIX videos.