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Undoubtedly, the 30-second (or less) video commercial is an effective way to drive a company’s revenue. That’s assuming people take the initiative to visit the company’s store, walk through 2-3 additional steps, and finally confirm payment. Each step holds the potential for consumers to change their mind, get confused, and ultimately not follow through with the sale.

Cinsay, which launched its Smart Container Software as a Service (SaaS) product today at the 2012 DEMO Spring event, wants to simplify the aforementioned process.

The Smart Container service gives clients a way to put the online store inside the video player. Consumers aren’t taken to an outside website when they want to buy something, nor do the go through several entirely new pages. The transaction takes place entirely within the video player, even if it’s being watched through a social network or third-party website. Theoretically, the results will translate into higher revenue and fewer incomplete transactions.

“Anyone who has a product or service to sell will be interested in this technology,” Cinsay told VentureBeat. “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.”

While Cinsay is a pioneer in terms of offering e-commerce within videos, plenty of other startups are taking advantage of the social commerce movement, including Moontoast and 8thBridge.

Founded in 2007, Cinsay has 92 employees based in Austin, Tex. and Dallas. The startup has raised a total of $50 million in funding to date from PepperWood Partners, Red McCombs, and Christian Briggs.

Cinsay is one of 80 companies chosen by VentureBeat to launch at the DEMO Spring 2012 event taking place this week in Silicon Valley. After we make our selections, the chosen companies pay a fee to present. Our coverage of them remains objective.


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