Cable Technology Feature Article
ActiveVideo and BrightLine to Drive Availability of Interactive Ad Campaigns over Smart and Connected TVs
By Carolyn J Dawson, TMCnet Contributor
ActiveVideo and BrightLine recently announced a strategic partnership. The new partnership agreement will see both companies jointly working towards speeding up the availability of interactive advertising campaigns to both existing connected and non-connected devices. BrightLine is a leading global provider and innovator of advanced media solutions for TV, and the entertainment and advertising industries.
In a release, Jacqueline Corbelli, Founder, Chairman and CEO of BrightLine said, "Smart and connected TVs have unleashed a demand from consumers, marketers, content creators and distributors, alike, for television experiences enriched by web-like interactivity and rich video. ActiveVideo's solution accelerates our company's mass roll out of next-gen connected, HTML5-powered ad experiences across platforms and screens."
The new one of a kind HTML5-based solution will be capable of working across any device, and integrates ActiveVideo's CloudTV AdCast, along with BrightLine's advanced connected TV ad products designed for both advertisers and agencies. ActiveVideo is a Silicon Valley company which uses the power of the cloud to speed up and enrich multi-platform television experiences for customers.
Jeff Miller, President and CEO of ActiveVideo said, "BrightLine's technology and data-driven approaches have helped to address a key impediment to the growth of interactive TV advertising: the fragmentation and limitations of connected devices. By rendering ads in the cloud, rather than in individual devices, we can expedite creation of a truly universal marketplace for pay-TV operators and connected device manufacturers in which interactive TV advertisers can reach every STB or connected device, while reducing development costs and time-to-market."
The collaboration between both companies will help in expanding advertising experiences and provide greater opportunities for generating revenue. BrightLine's advanced interactive TV ad solutions provide advertisers and agencies with solutions that help in creating, implementing and measuring interactive advertising campaigns on TV.
ActiveVideo's CloudTV AdCast on the other hand offers service providers, manufacturers of connected devices and or other ad inventory manufacturers with solutions for distributing interactive ad experiences securely and consistently over both unmanaged and managed devices and networks. CloudTV AdCast enhances the BrightLine portfolio as it enables platforms with low HTML5 support to come to power while also bringing advanced ad products to both existing connected and non-connected devices.
Both BrightLine and ActiveVideo have already started providing clients of BrightLine with targeted, interactive and measureable HTML5-based experiences spanning a wide range of connected devices.
Edited by Cassandra Tucker