BMW Launches First Customizable TV Spots with BrightLine

BrightLine, the market leader for advanced TV and OTT advertising, has partnered with UM, a division of IPG Mediabrands, to launch BMW’s latest ad innovation. By using BrightLine’s new in-stream immersive ad unit for BMW’s connected TV commercials, viewers can customize a BMW X1 in-spot and begin their showroom experience without getting off the couch.

By combining BrightLine’s video and content enhancement system, the commercial combines full-screen HD video with an interactive element that allows the viewer to use their remote control to change the color of the car, or rotate it to see different angles, all within the :30 spot. UM, working in partnership with the IPG Mediabrands’ Cadreon Advanced TV team, led the investment strategy to support the campaign on leading premium content publishers with inventory across connected TVs.

In addition to the enhanced viewer experience, BrightLine’s InCast platform provides a deeper layer of measurability and campaign reporting metrics for the media seller, the client, and the agency, allowing for true one-to-one measurement, reporting, and real-time creative optimization.

“Experiencing the ultimate BMW driving experience can now start with the TV commercial,” said Tim Hill, EVP Managing Partner, Investment, UM. “By combining the right media buy with Brightline’s technology, viewers can instantly customize their BMW X1, starting the brand engagement before entering the show room. Through this partnership, we can also accelerate the ROI and effectiveness of TV, taking advantage of its evolution to more dynamic and immersive streaming environments in the OTT space.”

“UM and their clients continue to push the envelope and challenge us to innovate,” said Robert Aksman at BrightLine. “BMW’s desire to reach their target audience in a meaningful and impactful way with was the perfect fit for our new ad product, designed and developed specifically for the living room viewing environment.”

BrightLine’s InCAST™ product suite gives clients plug-and-play access to the most cutting edge ad solutions in television, enabling personalized household (HH) addressable creative, an array of interactive ad products, and next-level analytics that reinforce the value, viewability, and high return on investment (ROI) for TV advertising.

About BrightLine

BrightLine is the market leader for Advanced TV, powering Fortune 100 companies with the industry’s most engaging and scalable advanced TV solutions in the age of streaming. Founded over a decade ago, BrightLine was the first company to pioneer interactive television solutions for brands. Today BrightLine offers InCAST, the industry’s most powerful Advanced TV technology suite that gives marketers a plug-and-play solution to take advantage of the entire scale of Over-The-Top (OTT), connected TV and Smart TV advertising opportunities. Fortune 100 companies rely on BrightLine’s unprecedented reach to engage their audiences with interactive ads across broadcast and cable stations, including AMC, A&E, Discovery, ESPN, CBS, ABC, Fox, NBC and Hulu, and OTT delivery platforms, including Roku, Samsung, Apple, Amazon, Microsoft Xbox and Sony Playstation, as well as leading ad networks and Demand-Side-Platforms (DSPs). Learn more about BrightLine at www.brightline.tv and follow BrightLine on Twitter @BrightLine_TV.

About UM

UM (umww.com) believes that better science and better art deliver better outcomes to our clients in the media moments that matter most. We are a creative media agency, committed to blurring the lines between media and creativity, between data and content, between science and art. A global media network in IPG Mediabrands, UM operates in over 100 countries, with 4,800 people innovating on a roster of clients including Johnson & Johnson, Coca-Cola, Fiat Chrysler Automobiles, The Hershey Company, CVS Health, ExxonMobil, BMW and Sony.

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