CES 2014: ActiveVideo partners with BrightLine for HTML TV ads

Michelle Clancy | 07-01-2014

ActiveVideo and BrightLine have announced a strategic partnership designed to accelerate the availability of HTML 5-powered, Web-style interactive TV advertising on cable, satellite, IPTV set-top boxes and connected devices.

The two companies are creating an HTML5-based solution which will run across any device. The integrated offer combines ActiveVideo's CloudTV AdCast, an interactive ad distribution software platform for pay-TV providers, with BrightLine's next-gen connected TV ad products for advertisers and agencies.

"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," said Jeff Miller, president and CEO of ActiveVideo. "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."

BrightLine's interactive TV ad solutions support advertisers' and agencies' efforts to create, deploy and measure interactive advertising campaigns on TV. HTML5 enables enhanced functionality including social connectivity, real-time analytics and optimisation, back-end CRM integration, dynamic content and e-commerce.

ActiveVideo's CloudTV AdCast provides service providers, connected device manufacturers and other ad inventory owners with a framework to distribute secure interactive ad experiences consistently at scale across managed and unmanaged networks and devices. A data manager collects data and metrics that can be fed to any analytics engine.

BrightLine and ActiveVideo are already working collaboratively, bringing targeted, measureable and interactive HTML5-based experiences for BrightLine clients, the companies 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," said Jacqueline Corbelli, founder, chairman and CEO of BrightLine. "ActiveVideo's solution accelerates our company's mass roll out of next-gen connected, HTML5-powered ad experiences across platforms and screens."