Sleep Number is the first marketer to use BrightLine\u2019s new single-click-contact advertising offering on Hulu for viewers who want to receive product information via email. \u201cIt\u2019s exciting because it\u2019s in line with the way that direct-to-consumer brands operate in the marketplace,\u201d says BrightLine Founder & CEO Jacqueline Corbelli.<\/p>\n

The new solution is a \u201cseamless overlay\u201d on ads \u201cso the creative does not need to be touched or modified in any way,\u201d Corbelli explains in this interview with Beet.TV. \u201cIf you are interested in the product, you click one button and information on the mattress company, products, a weekly newsletter can come your way.\u201d<\/p>\n

For the past several weeks, Sleep Number has run a commercial\u00a0allowing viewers to request a promotional offer from the advertiser be sent to the email that is associated with the subscriber\u2019s Hulu account, as Variety reports.\u00a0According to Hulu research, interactive ad units result in a 50% increase in ad recall and a 45% increase in purchase intent.<\/p>\n

Until now, brands that wanted to use television for direct response \u201creally had to deal with technologies that were not in sync with a kind of seamless digital experience that we\u2019re after as consumers,\u201d Corbelli<\/a> adds. It replaces \u201cthe cumbersome, on-screen keyboard for entering your email address with email addresses that the content provider can use with the viewer\u2019s approval. That creates that seamless opportunity for a brand to connect and actually move down that funnel with a customer.\u201d<\/p>\n

The overlay can be applied to a host of other direct to consumer interactions, according to Corbelli. Examples include scheduling an appointment with a tax advisor, a new product offering or planning a vacation.<\/p>\n

\u201cWe\u2019re really excited to bring it to the marketplace with Hulu as our launch partner and I think the market\u2019s going to be pretty excited about it too.\u201d<\/p>\n

BrightLine<\/a> works with all of the major TV networks as they navigate the expanding OTT marketplace while trying to provide brands with non-traditional advertising opportunities.<\/p>\n

\u201cWhat we\u2019ve seen, and which will probably be a part of this equation for a while is that these types of interactions, or the ability for a brand to provide an audience a new kind of experience and seamless interaction, is a premium experience for a brand. Many networks that we work with approach it that way,\u201d says Corbelli.<\/p>\n

\u201cHow those deals ultimately get struck is very much up to the content provider, but the prevailing CPM pricing model is in play here as well.\u201d<\/p>\n

The launch with Sleep Number and Hulu as partners marks the start of \u201can incredibly exciting year\u201d for BrightLine. Corbelli cites the company\u2019s ability to bring household targeting across the national footprint of all OTT devices \u201cand programmatic and how targeting works in that programmatic context and the role we play.\u201d<\/p>\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Sleep Number is the first marketer to use BrightLine\u2019s new single-click-contact advertising offering on Hulu for viewers who want to receive product information via email. \u201cIt\u2019s exciting because it\u2019s in line with the way that direct-to-consumer brands operate in the marketplace,\u201d says BrightLine Founder & CEO Jacqueline Corbelli. The new solution is a \u201cseamless overlay\u201d […]<\/p>\n","protected":false},"author":17,"featured_media":59026,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[1],"tags":[4285,4562,7368,7848],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59024"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=59024"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59024\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59026"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59024"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59024"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59024"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}