TouchCast, the interactive video platform co-founded by former TechCrunch editor Erick Schonfeld, wants advertisers to start using its new video format as an engaging new ad format.

The startup counts broadcasters and newspapers amongst early adopters on the editorial side. “Their people on the advertising side want access to TouchCast as well because they see the engagement rates that we’re getting,” Schonfeld tells Beet.TV in this video interview. “We’re developing an advertising unit that we call a TouchAd.”

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TouchCast lets video producers embed interactive web elements including images, maps, web pages and other videos inside digital video, each expanding when clicked on by viewers, opening up possibilities for immersive storytelling. Schonfeld has told Beet.TV half of users click on elements in TouchCasts – something which may interest advertisers disappointed at traditional video pre-roll performance.

“People are also using it for corporate training videos – many large corps are interested in TouchCast as an internal communications tools,” Schonfeld added.