AI-powered interactive video platform SEEEN plc (LSE: SEEN) announced on Wednesday that it has entered into a strategic reseller partnership with New York-based digital performance marketing agency Tiger Tracks LLC, to integrate interactive video commerce capabilities into performance marketing campaigns, targeting improved conversion rates and enhanced return on investment data.

The collaboration seeks to address a significant gap in digital marketing, where video accounts for more than 80% of content consumption but delivers less than 2% direct conversion to commerce. The partnership aligns with the growing shift towards 'Commerce Media', linking digital content more directly to purchasing behaviour.

SEEEN's AI-driven Smart Video technology will be combined with Tiger Tracks' performance marketing expertise to enable brands to convert video engagement into product discovery, customer acquisition and online revenue. Tiger Tracks will integrate and resell SEEEN's platform across its client base, enabling interactive, shoppable video experiences, while SEEEN will connect clients to Tiger Tracks' capabilities in paid media and search optimisation.

The agreement also includes joint go-to-market initiatives, shared case studies and potential technical integrations aimed at improving engagement, increasing marketing efficiency and unlocking new revenue streams from video content.