The publishers are partnering with storytelling platform Apester in its new interactive video engine, which gives media brands the ability to serve interactive videos for viewers to be involved directly with the content. As mobile video continues to remain a key factor in connecting with consumers, creating an innovative and responsive platform is key in taking mobile marketing to a higher level. 

?Video is revolutionizing our online world, but interaction is the future,? said Moti Cohen, CEO and Co-founder of Apester. ?We work diligently with editorial teams from the world?s most renowned publishing houses and their pain points are clear, the need to overcome a content saturated environment while captivating the notoriously short attention spans of readers, especially with the increasing popularity of mobile devices."

The Huffington Post is one of many media brands that focus on serving their readers high quality content and inventive experiences. Mobile and video are becoming significant apparatuses in providing these experiences for users, as more and more consumers are looking for these kinds of innovations. 

Apester projects that these videos will double viewer completion rates, which will push ad revenue. The platform, Video Voicrs takes viewers on an interactive journey which can enhance the user experience. 

For instance, videos can ask questions to gage consumers? responses and also provide extra information all in relation to the content. The question pops up natively within the video offering a serious of answers users can choose. 

The platform will also be available to brand partnerships and marketers to effectively advertise to viewers. Currently the engine is available on Android and Apester hopes to roll out iOS capability soon. 

Huffington Post also recently revealed its new Web site following a successful test run on mobile, showcasing the influence of smartphone experiences on how news is consumed today (see more). 

Similarly the publisher along with Funny or Die partnered with social content exchange platform Heard to create their own channels and deliver content to groups of users who share similar interests (see more).

"The epicenter for each of our engines is user engagement, because without engagement nothing else matters," Mr. Cohen said. "We all need to realize that in today?s digital publishing world the most precious currency is user attention.?