NBC teams with Brightline for interactive ads during the Olympics

Winter Olympics
Comcast's Xfinity will be one of the first advertisers using the BrightLine technology on NBCUniversal platforms for select ads during the games. (NBCUniversal)

NBC Sports Group is partnering with BrightLine to offer interactive video advertising for its production of the 2018 Winter Olympic Games in PyeongChang, South Korea, beginning Feb. 8.

BrightLine launched as a series of NBC Olympics promos leading up to the Olympics on NBC Sports, Apple TV, Amazon Fire and Android and Apple mobile operating systems. U.S. athletes Shaun White, Lindsey Vonn, Nathan Chen, Gus Kenworthy and Mikaela Shiffrin star in the promos, which offer viewers the option to access additional information about the athletes using the television remote.

Comcast's Xfinity will be one of the first advertisers using the BrightLine technology on NBCUniversal platforms for select ads during the games. The ads will also run on Apple TV, Amazon Fire and Android and Apple mobile operating systems and will showcase Xfinity capabilities, according to a news release.

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“There is no better place to introduce new capabilities and products to audiences and marketers than the 17 days of the Olympics,” said Linda Yaccarino, chairman of Advertising and Client Partnerships at NBCUniversal, in a statement. “With our partners at BrightLine we’re introducing interactive advertising and deeper, more meaningful engagement with advertising, continuing to enhance our viewers’ experiences with our programming on all platforms.”

Brightline partnered with Comcast’s ad tech firm Freewheel to manage decisioning and execution of the interactive ad units across all NBCUniversal platforms.