LONDON – TV advertising has already seen the emergence of QR-based engagement formats for onscreen messaging.
But there are more engaging interactive formats that allow viewers to dive into on-TV experiences.
Mike Bologna’s Brightline is bringing those ads to TVs – and he says advertisers want a one-size-fits-all standard for the idea.
Scaling Interactive Ad Creative
Bologna knows building custom creative for every platform is simply too cumbersome.
But BrightLine is deploying standardized interactive ad formats across major US streamers like Hulu, Peacock, Max, Roku, Discovery, Samsung TV+, Vizio and A+E, in this video interview with Beet.TV.
“The advertiser can use one of our interactive, dynamic, addressable, shoppable units, all via the remote control,” Bologna told me in this interview for Beet.TV at The Future of Television Advertising Global.
“When the advertiser creates a unit once, it can run consistently across their entire streaming execution,” he added.
The company’s solutions include OTT Accelerator and OTT Accelerator MP.
Bologna said BrightLine is now expanding its standardized ad formats to major streamers in the UK.
Collaborating for Interactive Ad Success
BrightLine works with 94 of the top 100 brands, demonstrating the wide appeal of interactive ad formats. Each brand, however, uses them for different reasons, reflecting the versatility of the technology.
“There’s nothing better in the advertising business than when an advertiser and a technology player and our media owners sit down, collaborate and think through the best use of a particular piece of technology, then bring it to market together,” Bologna said.
This collaborative approach allows brands to tailor their interactive experiences to specific goals and audiences, he explained.
Looking Ahead to 2025 and Beyond
Bologna expects the industry to continue its move towards standardization in 2025. BrightLine, meanwhile, is focused on expanding its US technological infrastructure globally through its self-serve tool.
“I think in 2025 the industry is going to continue, to your point, moving more towards standardization,” Bologna told Beet.TV. “And I think, particularly from a BrightLine perspective, we’re excited because we are expanding our U.S. technological infrastructure globally via our self-serve tool.”
Bologna is optimistic about the future of interactive TV advertising and expects to see continued growth and innovation in the coming years. He anticipates returning to the Future of Television conference many times in 2025.
You’re watching Beet.TV’s coverage of The Future of TV Advertising Global. For more videos from this series, please visit this page.
