In this day and age who wants a passive media experience? Push buttons, turn knobs, pause, play, fast forward, video games, less text more motion - it all contributes.
When creating an online experience (and that is what it should be - an EXPERIENCE) what sticks with your audience more? Sitting back and watching something or an actual opportunity to play?
The latter. Without boring you with stats - study after study shows that even simple levels of interactivity create a more lasting impression, longer exposure and more positive results than passive content. So, if you are still reading this passive content rest assured you will see better results if you can build in relevant interactivity.
How can you do this?
A few possibilities:
1. Let the audience play with your product - I have seen things as mundane as interactive 3D models of asthma inhalers get 4+ minute average usage times online - how does that compare to a 30 second passive TV spot when considering basis metrics like brand recall and impression?
2. Simple flash video games highlighting product features and value
3. Immediate response surveys
4. Creative user controls helping you create and/or direct your own personal online experience
Based on your objectives and audience there is much more to choose from.
As Confucius once said, "I hear and I forget, I see and I remember, I do and I understand."