The power of web video is twofold: 1) It is a highly engaging medium, so it is more likely to draw people in and keep their attention; and 2) Viewers can take immediate action on what they see. Combining interactivity with video is very powerful. For instance, you can use "conditional branching" to give the viewer choice-points during the program that can be tracked and recorded in the viewer's activity profile. This information can then be used to guide follow-up, since it reveals the viewer's priorities and interests. Polling is another form of interactivity that can also act as a data-gathering tool to collect feedback or market data that can be used in aggregate or individual form.

If you integrate calls-to-action into the program, you will build relationships with viewers more quickly, increase viral opportunities and build profile data. Some examples of calls-to-action are:

• "Send Me More Information" 
• "Register to Download a Document" 
• "Share this Video with a Friend" 
• "Ask a Question"
• "Subscribe to Company Newsletter"

The possibilities are unlimited, but typically the calls-to-action support a company's business goals and provide a greater level of lead qualification to the company.

Ideally there should be anywhere from one to four calls-to-action. More than four tends to cause viewer confusion. It is highly recommended that one call-to-action be the "Share with a Friend" option. Web video often spreads virally, with 57 percent of respondents saying they had shared links to clips, according to a MediaPost study. Best practice companies are thinking through the sales cycle and adding calls-to-action as an option for viewers.