After working with RUOK during the 2020 lockdown, Melbourne-headquartered Vudoo is to supply its interactive video technology to media giant News Corp.

The Australian non-profit suicide prevention organization used video as a means to follow up on the initial “are you OK”, encouraging viewers to respond directly. Experts noted a lack-of fall off and higher-than-typical completion rate.

Now News is extending its use of video’s power to involve people on an emotive level, and offer marketers the benefits of its interactivity. Advertisers will be able to embed clickable content on its food-based websites, with products and recipes added directly to branded videos.

Supermarket chain Coles – which publishes Australia’s highest-circulation giveaway magazine – is News’ first Vudoo user, with interactive elements added to top recipe videos on its Taste.com.au website.

News Corp Australia managing director for food and travel Fiona Nilsson says travel content is shortly to get the same treatment. The partnership provides “new creative opportunities, conversion-based solutions and entirely new video products” to enable advertisers to engage consumers. “Interactive clickable video offers exciting new opportunities for the viewer experience and also in the sophistication of the data it delivers.”

Coles will be able to drive results and measure consumer response in real time, whether viewers are signing up for newsletters or adding recipe contents to their shopping baskets.

Vudoo co-founder and chief executive Nick Morgan says potential for creating experiences and measurable outcomes is “limitless”, fulfilling their aim of transforming the way people watch video. “It was clear from day one that the News Corp Australia team understood our vision and saw the value of integrating us into their food network.”

The deal follows News’ taking control of video production company Visual Domain, a strategic partner of Vudoo.