Tel Aviv-based startup Viewbix, which develops interactive video platforms and analytics software, has raised $2 million in a financing round led by Canaan Partners and Longfellow Venture Partners.

The video platform, which was founded in 2011 by Jonathan Stefansky and Hillel Scheinfeld, is built on the principle of converting viewers into action takers. It allows businesses to embed interactive apps in their video content to increase user engagement. The idea is that users will take action while watching a video and also begin sharing through mobile and social networks.

It allows businesses to incorporate various opportunities for viewers while they are watching a video. For example, businesses can show viewers a map of their office, provide them with coupons and give them the opportunity to join a mailing list or post to their Twitter feed.

Studies have shown that more than 20 percent of the viewers who watch a video in a Viewbix either click on the call to action button, click on at least one of the apps or both. Viewbix tracks every user’s action and reports the results.

Mashable, who covered Viewbix earlier this year, said the service will be especially helpful to bands who can use it to promote their concerts. Using Viewbix, a band could provide viewers with a music video, location through Google Maps, ticketing information through Skype and promotions for discounted tickets.

Viewbix, which is currently free, works with YouTube, Facebook and Vimeo videos. It also features more than 12 apps. There are also more advanced plans which companies pay for on a monthly basis.

Danielle Chazen is a regular contributor to Jspace's technology division. Danielle is a freelance reporter and technology event coordinator with a degree in journalism from the University of Maryland.