BrightLine Taps Millward Brown Digital to Provide Brand and Purchase Insights for Connected TV Ads

Collaboration Brings Extensive Analytics to the Growing Connected TV Platform

NEW YORK--()--BrightLine, the lead innovator of rich media solutions on TV, today announced that their advertiser and publisher clients can now employ research solutions from Millward Brown Digital, a leader in measuring advertising effectiveness, to understand how BrightLine’s UXTV™ connected TV ad products impact key brand health metrics like brand affinity and purchase intent.

The collaboration leverages Millward Brown Digital’s AdIndex® to measure ads on connected TV, an important capability for the connected TV ad ecosystem to continue its accelerating ascent into mainstream usage. Available for UXTV™ connected TV ads, marketers can now measure ad effectiveness beyond the existing robust set of real-time digital analytics via surveys served directly to viewers on their TV screens. For content owners delivering to connected TV, this means being able to validate the impact of ads, to prove performance and price inventory accordingly.

“We are thrilled to include AdIndex® in our existing UXTV™ campaign performance metrics, measuring effectiveness beyond click data,” said BrightLine CXO Robert Aksman. “Partnering with Millward Brown Digital allows us to show clients ad effectiveness inclusive of brand lifts and purchase intent and develop a deeper understanding of the relationship between ad engagement and resulting consumer actions.”

This milestone is particularly important as television viewing behavior has dramatically shifted and continues to shift with the accelerating growth and adoption of connected TV. Currently, more than 3 out of 5 U.S. broadband households have a connected TV in their home1 and according to the NPD Group, by 2015 there will be 202 million connected TV devices in the U.S. (up from 140 million in 2013)2.

“With the ‘appification’ of television now clearly underway, BrightLine’s innovative ad products paired with our ad effectiveness insights are key to unlocking the space’s monetization potential for publishers,” said Michelle Eule, SVP, Ad Effectiveness Solutions from Millward Brown Digital.

With the only rich media solution built explicitly for television, based on 10+ years of viewer behavior data with TV interactivity, BrightLine’s UXTV™ ad product suite allows marketers and agencies to enhance their TV strategy and exploit the rapidly evolving capabilities of today’s connected TV, not the least of which begins with deep, engaging interactivity and real-time optimization, but now includes integration with popular social networks, next-generation voice and gesture control, and commerce. BrightLine clients can run a single ad creative across the array of connected TV devices, consoles, set-top boxes, and televisions.

About BrightLine

BrightLine is the lead innovator and global provider of rich media solutions on TV for the entertainment and advertising industries. BrightLine’s universal design and execution framework is fueled by data-driven experiences proven to increase consumer engagement, brand recall, purchase intent, and sales. With over 600 executed programs in over 90 million households, the company transforms passive 30-second commercials into dynamic, superior video for rich viewer-driven brand interactions. BrightLine’s proprietary IQ™ software suite aggregates consumer behavior trends and historical results to inform the design implementation of integrated advertising experiences. BrightLine’s platform agnostic solutions launch across all connected and legacy television platforms, including cable and satellite, telecom companies, gaming consoles, connected televisions, smartphones, and tablets. Learn more about how BrightLine is revolutionizing advertising at or follow them on Twitter @BrightLine_TV.

About Millward Brown Digital

Millward Brown Digital is the world’s leading digital expert in helping clients grow great brands. Millward Brown Digital delivers comprehensive digital solutions to help advertisers, agencies and publishers increase marketing effectiveness and drive brand growth. Integrated behavioral and attitudinal solutions help marketers identify, understand and engage consumers, plan and optimize media and increase total brand performance. Millward Brown Digital operates within Millward Brown North America and is part of Kantar, WPP’s data investment management division.

1 The Diffusion Group (TDG), 2014

2 The NPD Group, 2013


Michelle Hinchey, 646-390-0084

Release Summary

BrightLine Taps Millward Brown Digital To Provide Brand and Purchase Insights For Connected TV Ads. Collaboration Brings Extensive Analytics to the Growing Connected TV Platform.


Michelle Hinchey, 646-390-0084