Expanding Engagement-Led Advertising Across Streaming and Live Sports With Disney Advertising
We’re excited to share that we are expanding our collaboration with Disney Advertising to bring interactive, engagement-led ads to Disney+, live sports on FuboTV, and programmatic inventory across Disney’s streaming properties.
Engagement-led advertising is built for how people actually watch TV today — on the biggest screen in the home, remote in hand. These interactive formats invite viewers to lean in by browsing, playing, or exploring more, creating value for both brands and audiences.
More advertisers are gravitating to engagement-led formats because they drive measurable results. In recent studies, our interactive campaigns drove a 36% lift in brand recall versus standard CTV ads, along with an 8% lift in purchase intent among engaged viewers.
A Longstanding Collaboration, Expanded
This announcement marks a major expansion of our long-standing relationship with Disney Advertising, a key partner to BrightLine since the earliest days of interactive streaming advertising.
“Disney Advertising has been foundational to the evolution of interactive CTV,” said Rob Aksman, President of BrightLine. “This expansion is a natural next step—bringing engagement-led streaming advertising to more premium environments, more moments, and more audiences, while preserving what matters most: a great viewer experience.”
The expansion reflects years of collaboration and signals an important milestone as engagement becomes a core expectation across television.
“Disney and BrightLine are pushing interactivity forward – in a way that scales,” said Jamie Power, SVP of Addressable Sales, Disney Advertising. “By bringing remote-control interactive formats across our streaming supply and into programmatic, we’re giving advertisers more control in activation, deeper engagement with viewers, and outcomes you can actually measure.”
Engagement-Led Ads on Disney+ and Live Sports on FuboTV
Historically, BrightLine’s interactive formats have run across select Disney inventory. With this expansion, advertisers can now activate engagement-led ads on Disney+, unlocking access to a significantly larger and more diverse audience on one of the world’s most influential streaming platforms.
We consistently see higher engagement when ads align with premium content and strong IP, and Disney’s unmatched content library creates new opportunities for immersive, viewer-first brand experiences.
The expansion also brings BrightLine’s interactive formats into live sports and events on FuboTV, following Disney’ s move to combine its Hulu + Live TV service with Fubo. Live sports is one of the most powerful environments for interactive TV, allowing brands to reach audiences in real time during moments of peak attention. Our non-intrusive interactive formats enable advertisers to engage viewers without pulling them away from the action, creating meaningful brand moments while respecting the viewing experience.
Greater Programmatic Access Across Disney Streaming Inventory
In addition to direct activation, our engagement-led formats will soon be available programmatically across Disney’s streaming inventory, including Hulu, Disney+ and Fubo
This marks BrightLine’s first premium programmatic partnership at this scale. Building on our existing programmatic footprint across FAST environments with partners such as LG Ads, Samsung, Roku, and Vizio, this expansion with Disney Advertising now extends those interactive, performance-driven experiences into premium streaming inventory for the first time.
Looking ahead
As interactivity becomes foundational to the future of TV advertising, this expansion represents a shared commitment between BrightLine and Disney to set the standard for what engagement should look like: viewer-centric, performance-driven, and built to scale everywhere.
We’re excited about what’s next — and even more excited about what it means for brands, viewers, and the future of streaming.