BrightLine Poised to Advance, Lead Burgeoning iTV Industry in Wake of Canoe Ventures' Shuttering of iTV ad Platform

NEW YORK, Feb. 23, 2012 /PRNewswire/ -- BrightLine, the leading innovator in the strategic application of interactive TV advertising, is primed to shepherd iTV into its next, more immersive phase following yesterday's announcement that Canoe Ventures will be shutting down its iTV advertising platform. 

"BrightLine has created and implemented more than 300 fully immersive interactive experiences to date, and has more than tripled in size between 2010 and 2011," said Jacqueline Corbelli, BrightLine's Founder, Chairman and Chief Executive Officer.  "While Canoe has helped bring iTV into the industry lexicon, they could never fully take advantage of the medium. Major advertisers like Kellogg's, Unilever and Johnson & Johnson, with our help, have been leading this charge and will continue to reach new levels of ROI and effectiveness by exploiting the power of interactivity in TV advertising."

In 2011 BrightLine expanded its roster to a total 65 clients, including GlaxoSmithKline, American Express, L'Oreal, Red Bull, PepsiCo, and McNeil/J&J. They also were the recipient of a $30 million investment from JMI Equity, a private equity firm focused on investing in leading software, internet and business services companies, earmarked for strategic growth.  

BrightLine's unique leadership position as a creative technology partner to their client brands helps them build highly effective, data-informed iTV campaigns and then adapt them to the different interactive TV platforms that exist. While Canoe tried to herd all the cable companies together to build a single technology platform, it mired itself down and ultimately paralyzed their own efforts.

In a panel at the recent ANA (Association of National Advertisers) TV & Everything Video Forum, BrightLine showcased content-rich national programs that highlighted the capabilities that interactive TV holds against Canoe Ventures' small RFI campaigns.  A Canoe client on that panel said, "What BrightLine is doing, where they're creating a whole immersive experience, is one whole separate area of interactivity."  Today, BrightLine plans to make that type of interactivity the face of the industry, bringing the dialogue around this growing demand that savvy marketers have already figured out how to satiate to the forefront of the future of television.

About BrightLine
BrightLine (www.brightlineitv.com) is the leading innovator in the strategic application of interactive TV advertising (iTV). The company creates and implements customized, measurable interactive television ad experiences in ways that achieve instant mass scale and effectiveness, is most organic for TV viewers and feeds their observed remote control behavior. BrightLine transforms passive TV advertising into an effective customer-driven interaction—resulting in superior overall viewer involvement that leads to deeper engagement, and higher levels of brand recall, purchase intent, and product sales.

In six years, BrightLine has designed and executed more than 300 successful iTV programs for top marketers, including Unilever (more than 25 brands), Kellogg's, GlaxoSmithKline, T.D. Ameritrade, Burger King, McNeil, and JP Morgan Chase.

BrightLine's proprietary process of aggregating consumer behavior trends and measuring program results across all cable, satellite, and other TV platforms is a unique value to its client partners that extends beyond the capabilities of traditional television advertising.

Press Contact:

Lesley Neadel
CooperKatz for BrightLine
(917) 595-3034
[email protected]

SOURCE BrightLine

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