Pedal to the Metal

Beat the Clock

Challenge viewers to engage with your brand content to rack up points before time runs out. This advergaming sensation blends branded content with exhilarating fun. Consumers engage with brand content during enhanced commercial spots, allowing interactivity without interrupting the viewing stream.

How It Works
While watching the brand spot, viewers use their remote to complete a series of tasks or questions that reinforce a key brand benefit or partnership before the duration of the ad experience ends.

Designer
Leverage BrightLine design services to bring this ad format to life for your brand. Contact us to get started.

Availability

Select partners

Timeline

6 Weeks

Static Assets

Style Guide

Or equivalent brand/campaign guidelines
Or sample banner creative as layered, unmerged, and non-rasterized .psd including all links

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Imagery

Provide all brand images to be included in the ad, such as background graphics and imagery that will be relevant in supporting the game/reveal.

.jpg, .png (required for images with transparency), or a layered, unmerged, and non-rasterized .psd including all links
72dpi or higher, or largest dimensions possible (BrightLine designers will format accordingly)
Each item should be image-focused for ease of viewing.

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Copy

Any copy to support the game/reveal

.doc, .xls, email
If including supporting copy, recommend 50-200 characters maximum, as text should be concise and large enough to be easily read from 10 feet away.

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Logo(s)

.eps or .ai

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Brand Fonts

.otf or .ttf

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Game Content

Provide the questions or prompts and accompanying answers for the gamified element.

.doc, .csv
Please advise if order of questions and/or answers should be randomized or fixed.
Recommend 3-10 questions or prompts.

Video Assets

Video(s) For Use as Spot

:30 spot or longer is recommended, or consider omitting the spot

Encoding: Apple ProRes 422 or 422 HQ (.mov), QuickTime h.264 15mbps+ (.mov), or h.264 15mbps+ (.mp4)

Resolution & Quality: Preferred 1080p, minimum 720p | Frame Rate: Constant frame rate of 23.98, 25 or 29.97 with no interlacing, no pulldown (no duplicate frames), no frame blending (deliver in native frame rate only)

Audio Bitrate: Stereo audio, minimum 192kbps, 48kHz

Contents: No slates, leaders, or black frames at the beginning or end (video file should include the spot at expected duration only)

Aspect Ratio: 16:9 or cinemascope ideal for spot

Maximum file size of 1.5GB per video.

QR Code (Optional)

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Call To Action

.doc, .xls, email
Specific scan instruction, e.g. “Scan to Shop”, “Scan to Download”, etc.
Any additional copy to support the call to action

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URL

BrightLine can create and manage the QR code on client behalf. Please provide:

Web URL, inclusive of tracking if desired

Alternatively, feel free to provide your own QR code.

If running on NBC, please connect with NBC on their QR code policy.

Tagging

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Process (Direct Buys)

BrightLine creates the VAST tag (which contains the video and interactive creative) and delivers to the media partner(s) (1 VAST tag per creative).
If the agency team has additional trackers, they should be provided to the media partner(s) to add in line with the VAST. As the 1st party ad server, the media partner will traffic the tags, add the 3p trackers, and will control the rotation/flighting if there are multiple creatives.

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Process (Programmatic Buys)

Agency obtains Deal IDs from SSP(s). If activating via BrightLine’s Accelerator MP (Xandr), BrightLine will provide the Deal IDs to the agency.
BrightLine creates the VAST tags (which contain the video and interactive creative) and delivers to the agency team (1 VAST tag per creative).
Agency will traffic the VAST tags (with DSP’s support) on the provided Deal IDs only (which include BrightLine-enabled inventory ensuring the interactive ad will deliver properly).
- Agency will apply any targeting (recommend loosest targeting possible for scale), and will control the rotation/flighting if there are multiple creatives.
- If the agency team has additional trackers, the agency team should add them in line with the VAST within the DSP interface.

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3P TAGS

3p trackers can be added in line with BrightLine’s VAST. However, click trackers should be omitted, as the unit doesn’t click to web, and this could break the unit.

BrightLine Best Practices

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Universal

Spot: Leverage a :30 spot where possible, otherwise :15.
Calls to Action: Highlight states should be very prominent and consistent for ease of navigation with the remote (up-down, left-right, select).
Ordinality: Lead with the brand’s highest priority content as it will see the most views.
Text: Should be short, concise, and large enough to be easily read from 10 feet away (see recommended character maximum by ad format).

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Overlay Design

Ensure the overlay is large in size
Leverage a CTA that is short in length, large in size, and sets clear expectations (Recommend 5-10 words including “Scroll to/for...” or “Press OK to/for”)
Additional messaging, if any, should be kept to a minimum
Include visual cues to engage (remote, arrows, etc.)

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QR Codes

Size: 200px min., 300+px recommended for ease of scanning from 10 feet away during short time frame
Spot: Leverage a :30 spot if available to allow time for viewers to grab their phone, open their camera, zoom if needed and click.
Consistency: include on all overlay images (not hidden beyond engagement) to maximize QR code views.
Additional Messaging: if any, should be kept to a minimum, especially if the QR code is the priority.
Call to Action: For maximum QR scans, tie the QR CTA into the creative and/or feature a compelling hook.

Reporting

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Engagement Metrics

BrightLine reports on engagement metrics (these metrics cannot be 3p-tracked) and will provide regular reporting.

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Delivery Metrics

Impressions and associated delivery metrics will be reported by the media partner (or by the DSP in the case of a programmatic buy).