Online videos become interactive and clickable using the award-winning Smartzer video player, launched in 2012 by entrepreneur Karoline Gross.

Gross has raised around $650,000 (£504,540) for Smartzer, which enables ecommerce retailers to use video clips to boost consumer engagement and conversions.

Consumers click on items within a video or advert to see more information and a link to purchase, enabling marketing departments to monetise video creative. The technology appeals particularly to the fashion, retail, homeware and publishing sectors.

Smartzer’s clients include Marks & Spencer, Burberry, MyTheresa.com, Puma, QVC, Whistles and Graziashop

Smartzer’s platform includes a data analytics feature for retailers that provides a detailed understanding of how consumers use an ecommerce site and interact with the brands sold on it.

Gross’s most recent round of funding was worth $250,000 (£194,054) and came from a group of angel investors including Frederic Vander Elst, chief technology officer at Experian.