AT SEA OFF THE COAST OF FRANCE — Advertisers are coming to realize that simply shovelling 30-second linear TV ad spots to connected TV platforms isn’t going to work – something that has spawned a new wave of vendors helping them customize ads for interactive screens.

One such firm is New York-based BrightLine, which just completed the raise of a $6 million investment round.

Sales director Lana Urso tells Beet.TV: “We augment services for agencies but also have our own design team.”

This segment was taped aboard the AT&T AdWorks yacht during the Cannes Lions International Festival of Creativity. Thank you AT&T for the floating set.

Please find more Beet coverage of the festival here.