Brands are getting closer to the long-awaited “shoppable video” model that provides consumers with the ability to purchase items directly through their favorite TV show or online music video. Companies are developing interactive video technology that provides direct links to items within video content via a click or touch of the screen. Israeli startup Interlude, founded by musician Yoni Bloch, has raised $18.2 million so far. Cinematique, founded by CEO Randy Ross, has raised $5.4 million and has developed touchable video tech for numerous brand partners.

Interlude’s investors include Intel Capital, MGM, Samsung, Sequoia Capital, Warner Music and others. The company has developed an editing suite called Treehouse that transforms linear videos into interactive videos, ultimately providing viewers with more choices.

Cinematique, meanwhile, is focusing on interactive video that appeals to brands and publishers. With offices in New York and Los Angeles, it was listed by Fast Company as one of “The World’s Top 10 Most Innovative Companies of 2015 in Video.”

Cinematique went from 60 brand partners to nearly 300 last year, including Gap, Gucci, Kate Spade and Louis Vuitton. The company is also working with infrared-glass manufacturers to develop touchable video intended for public spaces.

“Imagine a future where every video is touchable, and every time you tap a person, place, or thing, you’d automatically be served up more information on whatever piqued your interest,” notes Fast Company. “No need to reach for your smartphone to search for an actress or piece of clothing you just saw; one tap automatically tells you about the actress or how to purchase that shirt she’s wearing.”

“The data coming back in is truly giving content creators and brands and publishers a framework to create better content,” says Ross.

“With the Cinematique editor (in beta), brands can upload existing video and add tags, complete with product information and buy links, to whatever they want,” reports TechCrunch.

Brands and publishers can embed the interactive videos on their sites, but currently there are limitations.

TechCrunch explains that, “Cinematique videos don’t work natively across social media like Facebook, Instagram or Twitter, nor do they live in their clickable state on YouTube. High-end commerce brands make up the majority of Cinematique’s customer base, but it is easy to see how publishers could upcharge by offering brands clickable advertorial video content.”