JMI Equity has made a $30 million investment in BrightLine, a provider of marketing services for the interactive TV advertising sector. JMI will have a minority interest in BrightLine. JMI General Partner Brad Woloson will take a seat on the BrightLine board. New York-based BrightLine’s customers include Unilever, GlaxoSmithKline, Intuit and Cisco.
BrightLine, the leading provider of marketing services in the interactive TV advertising space, today announced that it received a strategic growth investment from JMI Equity, a private equity firm focused on investing in leading software, internet and business services companies.
Headquartered in New York City, BrightLine develops and executes advanced TV marketing strategies for global consumer products companies including Unilever, GlaxoSmithKline, Intuit, Cisco and Kellogg’s. The company’s proprietary process aggregates consumer behavior trends and measures program results across all cable, satellite and other TV platforms, providing a unique value to its clients that extends beyond traditional TV advertising. BrightLine transforms TV advertising into an effective, consumer-driven interaction, resulting in superior viewer involvement that leads to deeper engagement and higher levels of brand recall, purchase intent and product sales.
“BrightLine has incredible momentum,” said Jacqueline Corbelli, Chief Executive Officer and Co-Founder of BrightLine. “The experience and resources that JMI brings will support our strong growth trajectory and further solidify our market leadership position. We look forward to working with the JMI team to develop several strategic initiatives BrightLine has underway.”
“We believe that BrightLine is the clear leader in this market and are very pleased to announce our investment in the company,” said Brad Woloson, JMI General Partner. “Jacqueline and her team are extremely talented, and their innovative services are helping companies break through a complex and fragmented media landscape to engage with consumers in meaningful and rewarding ways. Interactive TV should continue to play an integral role in advertising and we see a number of growth opportunities that we believe we can help BrightLine achieve.”
JMI will have a minority interest in BrightLine. Mr. Woloson will join BrightLine’s Board of Directors.
BrightLine (http://brightlineitv.com/) is the leading innovator in the strategic application of interactive TV advertising. The company creates and implements customized, measurable interactive television ad experiences in ways that achieve instant mass scale and effectiveness, is most organic for TV viewers and feeds their observed remote control behavior. BrightLine transforms passive TV advertising, like the traditional 30 second spot, into an effective customer-driven interaction — the end result is superior overall viewer involvement that leads to deeper engagement with higher levels of brand recall, purchase intent, and product sales.
About JMI Equity
JMI Equity is a growth equity firm focused on investing in leading software, internet and business services companies. Founded in 1992, JMI Equity has invested in more than 100 businesses in its target markets and has over $2.1 billion of committed capital under management. JMI Equity provides capital for growth, recapitalizations, acquisitions and buyouts. Representative investments include DoubleClick, iContact, Eloqua, Internet Brands, Undertone and ServiceNow.