American Express Interactive Channel Is Set to Reach 50 Million Homes

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.