Ad-tech firm Sizmek and BrightLine, an advanced TV advertising provider, on Monday said they joined forces to help marketers offer interactive video across screens, including desktop, mobile, tablet, and over-the-top TV (OTT). The partnership seeks to ease the challenge of creating ad messages and creative for each different screen type and working individually with connected TV providers to implement campaigns.
The joint offering combines BrightLine’s interactive, OTT ad tools with Sizmek’s HTML5 VPAID (Video Player Ad-Serving Interface Definition) technology to enable marketers to replicate the video experience on desktop, across all screens. The goal is to enable media, creative agencies, publishers, and ad networks to efficiently distribute their TV ads across desktop, mobile, and tablet. In addition, the companies said publishers and ad networks can also bundle omni-screen video features with their media sales.
OTT is a fast growing source for digital video. Nearly three-fourths (74%) of households now have an Internet-connected TV, according to a recent survey conducted by The Diffusion Group.
“Agencies face a dizzying number of technologies in the digital ad ecosystem that continually add complexity to the process. This partnership is to say ‘we hear you; work streams need to get simpler, not harder,’” Jacqueline Corbelli, CEO & Co-Founder, BrightLine, told Real-Time Daily via email.
While audiences continue shifting from traditional TV to connected TV and other media, advertisers remain challenged by not getting the reach they need. That’s because their audiences are also watching video on mobile and desktop. “These channels are full of technical challenges, different pricing models, and many systems to navigate,” Mark Grether, executive chairman, Sizmek, told Real-Time Daily via email. “We’re trying to help advertisers navigate these complex environments so that they can hit their reach goals through connected TV, desktop, and mobile.”
Grether said that Sizmek and BrightLine’s solution aims to go farther by using interactivity to engage audiences not only via connected TV, but also on desktop, mobile, and tablets. Extending the reach of traditional TV to connected TV is becoming more of an imperative for marketers. While they're moving toward connected TV advertising, it still doesn't provide enough reach on its own.