American Express is taking another step toward the new world of
television that is always on, making a deal with BrightLine for a
yearlong campaign centered on an interactive branded channel.
The
channel devoted to all things Amex is now available in more than 50
million households around the country through five cable and satellite
services: AT&T U-verse, Cablevision, DirecTV, Dish and Verizon FiOS.
It is also available through Internet-connected TV sets sold by LG and
Samsung.
The branded channel is providing viewers content that
includes video clips, offers, games and information about American
Express cards and promotions like Small Business Saturday.
The
agreement between American Express and BrightLine, part of BrightLine
Partners, is to be announced on Wednesday morning. Although the
financial terms of the agreement are not being disclosed, American
Express called the investment “significant” and BrightLine described the
campaign as “the largest interactive TV campaign ever.”
American
Express is among a growing number of giant marketers exploring the ins
and outs of interactive television, which appeals to them because ads
can be directed at an audience and the results — or lack thereof —
measured. Others include GlaxoSmithKline, Kellogg, L’Oreal, PepsiCo and
Unilever.
American Express is also
among the cadre of large marketers trying e-commerce through television,
which some call “t-commerce.” The company this month announced a pair
of agreements — one with Fox Broadcasting, the other with NBCUniversal
and Zeebox — to enable viewers to use apps on mobile devices to buy
products they see while they watch TV.
“BrightLine is part of a
much larger strategy in the advanced-TV space,” said Lou Paskalis, vice
president for global media, content development and mobile marketing at
American Express, as the company tests initiatives on the “primary
screen,” as in the TV set, and the second screen, as in a smartphone or
tablet.
“The idea is that we can create new ways of engaging with our customers,” Mr. Paskalis said, “and delivering unique content.”
Jacqueline
Corbelli, chairwoman and chief executive at BrightLine, said the “reach
and duration” of the branded channel for American Express “goes above
and beyond” any that has been developed by another company.
Rob
Aksman, chief experience designer at BrightLine, likened the branded
channel to “what American Express cards provide” those who use them:
“access.”
Viewers can gain access to the branded channel through
methods that include interactive banners, channel guide listings and
so-called overlays — appearing next to American Express commercials —
that ask viewers to click on them.
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