Video is one of the most popular mediums on the Internet today and the popularity of YouTube is testament to this. One catch about video is the fact that adding advertising often results in one of two things, taking the watcher away from the video and/or disengagement by the watcher.

One innovative company seems to have cracked this dilemma with a very interesting approach to the whole issue. Typically, any purchases made as a result of a video are made via a store that links away from the video. Cinsay, an Austin and Dallas Texas based company, says you do not have to leave the video in order to make a purchase, so they bring the store directly into the video.

Cinsay – See it Sold – Image via Cinsay.com

The company, which has been working on the technology since the company’s founding in 2007, recently launched what they are calling the Smart Container technology at DEMO 2012.

The technology works by embedding the store in the video resulting in a store that is active even as the video plays.

This means that when someone is watching the video, items for sale appear at the top of the video and if they click on an item, the video pauses and the store comes to the forefront.

What’s more, users can purchase the items on sale directly from within the in-video store and after the transaction is complete, the video resumes.

“Anyone who has a product or service to sell will be interested in this technology,” Cinsay said at the launch. “We are the only company that has developed a platform of this nature that builds commerce right inside a video player and enables it to go anywhere on the web, social media, and on mobile devices via simple embed codes.”

The most interesting part is that the videos is shareable and embedded in a similar manner to YouTube videos, and the store therefore becomes shared along with the video, something that could be the beginning of a revolution as videos that go viral could also be generating massive instantaneous sales if Cinsay is implemented.

About Daniel Mbure

Daniel is a writer, strategist and serial tech entrepreneur. Follow Daniel on Twitter @thespianic