The world is watching. Now it's clicking.
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TV advertising has been largely unchanged since its inception in the 1970s. But as our TVs have gotten smart, apps have become personalized, and our ads are finally catching up. For the first time, viewers can shop, play, and engage directly from the remote control already in their hand. For advertisers, every click is a data point and a signal of real attention.
What started in U.S. living rooms is now crossing borders. Here is what is driving the global momentum behind interactive CTV — and why the biggest opportunity is still ahead.
How it started
A decade ago, Hulu and BrightLine partnered to bring true interactive formats to the Upfronts for the first time. Other streamers took notice. In the ten years since, every major U.S. streamer has built a suite of remote interactive formats. BrightLine has worked with nearly every Fortune 100 brand on an interactive TV campaign. And every major agency — WPP, Dentsu, IPG, OMG — has made it a standard part of their CTV offering. What started as a first has become a baseline.
Now, the world is catching up
Last year, BrightLine’s international interactive campaigns grew by 40% compared to the previous year. As ad-supported streaming has become the default in market after market, streamers are building formats that are built to perform.
To date, BrightLine interactive campaigns have launched across:
- Europe: Austria, Germany, Switzerland, and the UK, with France launching imminently
- APAC: India, Australia
- North America: Canada and Mexico
- Latin America: Peru, Chile, Brazil, Guatemala, and several others
And our partner list keeps growing.
Within the last year, TF1, Paramount Global, and LG Ads Global have either entered a new partnership or expanded their global presence with us. That is a signal worth paying attention to.
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The infrastructure is already there
BrightLine’s interactive SDK is integrated across the majority of the U.S. streaming ecosystem, and many of our partners have extensive international distribution. For example, our partnership with Warner Bros. Discovery includes integration with HBO Max — meaning anywhere the app is installed globally, BrightLine interactive experiences can potentially run.
Creative production is also getting faster. BrightLine's self-serve platform StreamLine enables streaming partners and advertisers to build interactive campaigns independently, dramatically reducing time to launch. And with ScreenSense — our new drag-and-drop builder — on the way, campaigns will become even easier to localize and adapt across languages and markets at scale.
The engagement speaks for itself
Our President Rob Aksman was in London earlier this year making the case for interactive CTV on the global stage. Watch him break down how interactivity works ad-by-ad.
Interactive CTV is no longer a niche capability. It is becoming the global standard for how brands connect with audiences on the biggest screen in the home, and we are just getting started.
