CTV ads have become a lot more interactive over the last few years. Now, following a new partnership between BrightLine and Telescope, the level of interaction possible with streaming ads is set to be raised once again.
BrightLine is already very active within the interactive ad industry. Last year, the company launched StreamLine, an automated, self-service way for advertisers to deploy interactive and dynamic ad experiences across multiple streaming platforms. BrightLine is also the company that helped Disney+ and Hulu roll out new interactive ad formats in 2024, including advergaming and shoppable CTV ads.
With Telescope a company more focused on real-time engagement, and across various platforms, including TV, social media, and second-screen experiences, the goal of this partnership is to offer advertisers additional ways to launch ad campaigns that are significantly more interactive
These new ad formats are set to include live voting and polls, sweepstakes, trivia, and play-along engagement experiences.
“Our partnership with BrightLine brings over 20 years of expertise in live audience engagement to the rapidly growing CTV ad market. For advertisers, this means a new level of verified, first-party engagement—where viewers don’t just watch ads, they actively participate in a richer interactive experience,” said Michael Porter, Senior Vice President of Strategy and Development at Telescope.
With BrightLine’s existing capability to deploy ads across multiple streaming platforms and devices, and Telescope’s capabilities now being directly integrated into BrightLine’s CTV advertising platform, it is expected that deployment of these new ad formats will be just as as easy as existing ad types.
“Interactive advertising is evolving beyond transactional engagement—it’s now possible to create true, real-time branded experiences at scale,” said Brian Baldwin, Head of Product at BrightLine. “Integrating Telescope’s technology directly into BrightLine’s platform allows us to bring the proven, high-impact engagement formats from linear, mobile and social into interactive CTV ads, creating an entirely new way for brands to connect with streaming audiences.”
With the first of these new ad formats set to become available to marketers in Q2 2025, users of popular streaming services can expect to see some of these new interactive ads soon, and increasingly throughout this year and beyond.
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