Interactive CTV Ads Just Got Smarter with DynamicAI
At BrightLine, we’ve always focused on delivering ad experiences that stand apart from standard CTV or traditional TV. With every technical advancement, we’ve found new ways to make the TV screen more engaging and useful for both viewers and advertisers.
Over the past year, we’ve launched API-connected product carousels that link directly to a brand’s app to display real-time local promotions. We’ve also rolled out advergames that are driving over 3x the typical engagement rates of other interactive formats.
Now, we’re introducing the next evolution in performance-driven CTV: DynamicAI, a learning engine that optimizes interactive ads in real time based on actual viewer engagement.
Where It Starts: Retail Carousel
DynamicAI launches this fall within one of our most widely used interactive formats: the retail carousel. This format, featured in about 30% of our campaigns, lets viewers scroll through a gallery of products using their remote while an ad plays—ideal for showcasing featured deals, seasonal items, or location-based promotions.
With DynamicAI, the carousel doesn’t stay static. Instead, the order of products is reshuffled dynamically based on real-time engagement. Products or combinations that drive more interest stay in view longer, giving each impression a better chance to connect.
Check out the demo:
How It Works
DynamicAI represents the first use of AI in CTV to dynamically optimize product combinations within an interactive ad.
Here’s what it does today:
Optimizes from a set of pre-defined, pre-approved creatives. For example, an advertiser selects 20 SKUs they want to promote.
Tests combinations within the carousel layout. The carousel can display up to five items at once. DynamicAI cycles through combinations to identify which layout performs best, based on remote clicks and viewer interactions.
Learns throughout the ad lifecycle. As more impressions are served, the system gets smarter and more accurate in surfacing top-performing items.
Includes control groups. A portion of impressions are served without optimization to allow for direct comparison and performance benchmarking.
What’s next
In the coming months, DynamicAI will begin incorporating additional data signals like:
Time of day
Genre of content
Region/geography
Audience behavior
Device type
Eventually, the engine will expand beyond product sequencing to support optimization of layout, CTA design, imagery, and more. And our retail carousel is just the beginning—we’ll apply DynamicAI across other interactive formats, including trivia, polls, and advergames.
DynamicAI is designed to improve performance behind the scenes with no added complexity for advertisers, just smarter outcomes. As the engine continues to learn, it will help ensure every ad impression is working harder and delivering more relevant, engaging experiences.
It’s a step forward in making interactive CTV not just more dynamic, but more effective. And we’re just getting started.