The most important pillar to which interactive video contributes, is the engagement of the video viewer. This is up to 4 times higher than regular video. Consider, for example, interactive video for employees where you would like them to respond to a question after watching (part of) the video.
Interactive video also works commercially. You increase your conversion if you integrate a contact form in the video. Make it as easy as possible for your potential customer to contact you and give them the opportunity to do so after watching the video.