NTT DOCOMO Ventures has invested in PARONYM, a start-up developer of TIG, a next-generation interactive video technology.
DOCOMO aims to leverage TIG to provide personalized video-entertainment experiences and related services to consumers. DOCOMO will expand the utilization of TIG into areas such as video content related to concerts and sporting events.

TIG enables consumers to tap an item in a video, such as a pair of stylish dark glasses worn by a model, store the item by pulling it to the side of their smartphone’s screen, and obtain information about the product with ease.

TIG also enables marketing companies to manage three-dimensional metadata in the video content, collect audience measurement data–such as number of taps, where people touch on screens, page transitions and playback time–and to visually analyze the data using a heat map.

TIG’s specialized authoring tools can be used to set metadata in video content without requiring technical expertise.

At present, the effectiveness of video content is measured with indices such as number of views and view through rate (VTR).