BMW is leveraging a pair of advertising providers that specialize in spots using the latest television technology for its latest campaign to get potential buyers from in front of their high-end TV and to the showroom.

BrightLine, a provider for advanced TV and OTT advertising, has partnered with UM, a division of IPG Mediabrands, to launch BMW’s latest ad innovation. By using BrightLine’s new in-stream immersive ad unit for BMW’s connected TV commercials, viewers can customize a BMW X1 in-spot and begin their showroom experience without getting off the couch.

By combining BrightLine’s video and content enhancement system, the companies explained the commercial combines full-screen HD video with an interactive element that can allow the viewer to use their remote control to change the color of the vehicle, or rotate it to see different angles, all within the 30-second spot.

UM, working in partnership with the IPG Mediabrands’ Cadreon Advanced TV team, led the investment strategy to support the campaign on leading premium content publishers with inventory across connected TVs.

In addition to the enhanced viewer experience, BrightLine’s InCast platform is geared to provide a deeper layer of measurability and campaign reporting metrics for the media seller, the client and the agency, allowing for “true one-to-one” measurement, reporting and real-time creative optimization.

“Experiencing the ultimate BMW driving experience can now start with the TV commercial,” said Tim Hill, executive vice president and managing partner of investment at UM. “By combining the right media buy with Brightline’s technology, viewers can instantly customize their BMW X1, starting the brand engagement before entering the showroom.

“Through this partnership, we can also accelerate the ROI and effectiveness of TV, taking advantage of its evolution to more dynamic and immersive streaming environments in the OTT space,” Hill continued.

BrightLine’s InCAST product suite can give clients plug-and-play access to some of the most cutting edge ad solutions in television, enabling personalized household (HH) addressable creative, an array of interactive ad products, and next-level analytics that reinforce the value, viewability, and high return on investment (ROI) for TV advertising.

“UM and their clients continue to push the envelope and challenge us to innovate,” said Robert Aksman of BrightLine. “BMW’s desire to reach their target audience in a meaningful and impactful way with was the perfect fit for our new ad product, designed and developed specifically for the living room viewing environment.”