Interactive ad technology company Innovid is aiming to expand into cable video-on-demand, says Tal Chalozin, Co-founder and CTO of Innovid, in this interview with Beet.TV. The company’s technology allows marketers to add interactive capabilities to online video ads, such as store locators, photo galleries and social sharing. The interactive ads have been used widely across desktops, laptops, smartphones and tablets and the next frontier is linear TV and VOD, Chalozin says. “We are working hard to knock down platform by platform,” he says.

More marketers are taking advantage of interactive video ads. When Innovid launched in 2007, the first brands to jump on board were in automotive and entertainment. “Entertainment brands usually have the assets you want to interact with,” he says. But now, a wider range of marketers are leaning on interactive video spots, such as State Farm, Hilton and Visa. “We are getting more brands [beyond] the common entertainment ones to use it…It all starts from a brand saying, ‘I believe in that, I have a story to tell.'”

Beet.TV spoke to Chalozin in New York at the Beet.TV summit on cross-platform monetization hosted by Starcom MediaVest Group and sponsored by Dailymotion.