Now that Canoe has thrown in the interactive-TV towel (click here for more information), New York City-based BrightLine is laying claim, “primed to shepherd iTV into its next, more immersive phase.”
According to the company, it creates and deploys “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 has created and implemented more than 300 fully immersive interactive experiences to date, and has more than tripled in size between 2010 and 2011," adds Jacqueline Corbelli, BrightLine’s founder, chairman and CEO. "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 boasted 65 clients, including GlaxoSmithKline, American Express, L’Oreal, Red Bull, PepsiCo, and McNeil/J&J. It also garnered $30 million in investment cash from JMI Equity, a private-equity firm focused on investing in leading software, internet and business services companies. It plans to use that funding for “strategic growth.”
Taking a bit of a swipe at Canoe, the company, in its press release, said, “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.”