The player: Jacqueline Corbelli, CEO of BrightLine iTV Marketing Specialists.

The play: BrightLine iTV is a marketing and communications firm that designs interactive television campaigns for advertisers. The company focuses on interactive TV efforts that allow users to interact with a brand on TV using their remote control, cell phone or computer. “We help marketers figure out how to get their consumers to engage in their brand and ideally to buy their products,” Ms. Corbelli said.

The pitch: BrightLine’s secret sauce lies in its methodology when it comes to interactive TV campaigns. “The key to effectiveness in interactive TV as a communications tool is knowing how to manipulate the technology in order to elicit the behavior, and that’s what we know how to do, because we have proprietary data from 35 campaigns that we designed for interactive TV,” she said. That information includes insight on how to maximize response rates, engagement and types of interactivity, for instance.

In the mix: BrightLine competes against traditional media agencies that also are placing their clients in interactive campaigns. BrightLine’s clients have included Webster Bank, Progressive Insurance, Reebok and 23 brands at Unilever, such as Axe, Degree and Suave. BrightLine produced an interactive polling feature for Bertolli that ran in Bravo’s “Top Chef” in EchoStar homes last fall. Ms. Corbelli said about 9% of people watching interacted using their remote and 4% interacted using their phones.

The backstory: BrightLine was founded in 2003. The company counts 15 employees, but expects to double its headcount by year end.

The money guys: BrightLine raised a small amount of seed money when it was founded. The company has been profitable for two years.

The pros: BrightLine has a strong success rate for clients. “If done well, you can get up to seven minutes of engagement on the TV, repeat views online of two to three times and opt-in rates of 6% to 7%,” Ms. Corbelli said.

The cons: Not all consumers can interact with TV ads, and some brands are reluctant to try interactive advertising.

Background: Ms. Corbelli was born and raised in western New York. She has a master’s degree from Columbia University with specialties in finance, banking and international business. She previously worked at Aston Associates, a business redesign firm, most recently serving as president of the company. She lives in Westport, Conn., with her husband and three daughters.

Who knew? Ms. Corbelli is also an independent film producer; her movie “The Deal” premiered at Sundance in January.