BrightLine Aims to Help Streaming Services Target and Measure Their Ads

DataCast has 30,000-plus targetable audience segments

As connected TVs are now in 70 million households in the United States, BrightLine aimed to ameliorate marketers' problems in understanding how to reach those audiences.
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It may be a new year, but one of the biggest pain points in the world of television streaming remains the same: how do we know who we’re reaching?

BrightLine, a company that helps dynamic and interactive ads make their way across streamable TV, has announced a new product that will help both agencies and brand marketers help make sense of advertising on streaming TV services.

DataCast will help advertisers target and measure their ads in an omniscreen way (mobile, desktop and now TV). With the use of DataCast’s 30,000-plus targetable audience segments, this solution will bring delivery and measurement to streaming TV.

As connected TVs are now in 70 million households in the United States, BrightLine aimed to ameliorate marketers’ problems in understanding how to reach those audiences.

“DataCast will bring digital-type measurement to television,” Jacqueline Corbelli, founder, chair and CEO of BrightLine, told Adweek. “This is the first time we’ve been able, as an industry, to bring different levels of understanding, and measuring, in how a viewer is engaging with an ad.”

From audience data to footfall attribution, connected TV data can become less murky if clients choose to buy ads with any of BrightLine’s partners. Those partners include networks like AMC, CBS, ESPN, Hulu and Fox, as well as connected device platforms like Roku, Apple, Amazon and more.

“Our broad reach across premium content players, plus solving for some of the pressures that agencies have felt in the streaming world, will help TV marketers understand how their dollars are being spent and delivered,” said Corbelli.

“It’s one thing to provide scale and reach,” she said, “and it’s another to know that you’re using what you know about your audience to target their needs and preferences.”

Industry veteran Linda Yaccarino, chairman of advertising and client partnerships at NBCUniversal, also supports this new initiative.

“One of our top goals is to provide marketers more ways to target their messages to the right audience at the right time on the right platforms,” Yaccarino said. “Initiatives like BrightLine’s DataCast supports that goal and is another tool for our industry push for a smarter future.”

Corbelli and BrightLine hope this new product will help marketers reach a more engaged and interested audience, thanks to the addressability feature, and that DataCast will help provide the highly demanded measurement function that is often missing from streaming and OTT services.