Users clicked on sports video
the most

Ooyala, a video startup launched by former Google employees, possesses the lofty - but ultimately unoriginal - goal of maximizing ad opportunities in video.

The firm it hopes to make objects in video clickable, connecting users with info that can be added to by other users (a la Wikipedia), in addition to ads.

According to NewTeeVee, co-founders Bismarck Lepe and Sean Knapp believe the solution to ad-skipping is to simply increase the ad opportunities, and in this case, integrate them.

Like Brightcove, Ooyala will be built on its own distribution platform, Backlot. Aimed at "mid-tier publishers," Ooyala is set to launch a self-service product next week. A corporate video introduces Backlot to publishers, proclaiming the interface as "simple, elegant and intuitive."

During initial testing, Users are most likely to interact with sports content, with 6 out of 10 clicking on an object. However, only five percent of those watching drama programs clicked on something.

Ooyala isn't the only startup tinkering on such a technology. Yesterday we reported on GET Interactive, which is working toward interactive product placements within video.