Archive for October 2007

Inside Digital Hollywood–Tuesday, 10/30

October 31, 2007

Last night’s keynote dinner at Digital Hollywood (, Web 2.0: Technology with a Human Dimension was an impactful discussion on online brand marketing-specifically in consumer engagement.

It got lively as HBO SVP Steve Pamon sparred with the rest of the panel. The debate pitted his view, the digital space as a stand alone distribution platform against the rest of the group’s stance, recognizing that the brand needs to reach the audience wherever the consumer wants to watch it. Nada Stirratt, MTV’s executive vice president of digital advertising, summed it up nicely by saying MTV wants to let the consumer interact with the brand on whatever platform they are using, e.g., T.V., broadband, mobile.

Dwight Caines, Columbia Tristar Marketing Group’s executive vice president for worldwide digital marketing, hosted and emceed the discussion. Right out of the gate he stated the most profitable customer that he reaches is tech savvy. Matt Cohler, Facebook’s vice president of strategy & operations, discussed how these consumers now have the distribution network for sharing information and content with friends more effectively than ever before. When consumers share the content, then that content is deemed good by that sphere of friends and is then watched. Most of the content being shared is professional but if it is UGC, then it is accepted.

When it came to advertising, there was agreement that advertising needs to be relevant to the content environment and ideally would be viewed as additional programming versus an ad. Aaron Earls, co-founder of New Media Strategies, said that the consumer needs to find value in both the content and the advertising and if you can deliver that combination, consumers will engage with your brand online.

From the reaction of the 240 people in attendance both during and at the conclusion of the discussion, the panel’s viewpoints were well received.


Wall Street Journal – Pairing News Outlets and Ads w/ Smaller Sites

October 31, 2007


I was very fortunate to be quoted in today’s WSJ article by Stephanie Kang- “A Wider Web to Find Their Niche Firm Looks to Pair News Outlets, Ads With Smaller Sites”

The article was about one of SpotXchange’s publishing partners, Voxant. Some know Voxant by another name or another property they operate, which is called the Newsroom.


Very simply, Voxant licenses content from content producers like MTV and CBS, and then syndicates this content across a broad network of sites. As Stephanie’s article points out, Voxant is in the “business of helping both news organizations and big Web advertisers gain a presence on small sites that are influential among niche audiences.” Note that advertisers can actually sponsor this content on Voxant’s network through SpotXchange.

My quote in the article was as follows:

“There’s a huge lack of high-quality inventory to sponsor,” says Michael Shehan, chief executive officer of online video-ad network SpotXchange, a unit of Booyah Networks, which has run ads for the film “1408” and for companies like SunTrust Banks on Voxant’s network of niche Web sites.

Pretty brief but no complaints here. To elaborate on my quote, my point is that media buyers are hard pressed to find huge reserves of high quality video ad inventory to sponsor on the Internet. There are, of course, the well-known sites like NBC, Yahoo and AOL that have large amounts of video ad inventory associated with professionally-produced content. At a high level, it’s an easy and safe media buy. However, the high demand can result in fairly high CPMs and can limit one’s ability to hit a target media plan. At the other side of the spectrum, there is a great deal of available inventory on video sites that host user-generated content. Obviously, at this point, media buyers are wary of sponsoring this content due to the potential liabilities associated with tying one’s brand with potentially copyrighted or lewd content.

The third group of potential video ad inventory is exactly what Voxant represents – professionally produced content that is licensed and syndicated on a very long tail of sites. Other SpotXchange partners that fit this mold include Blinkx, ClipSyndicate, UPI, LiveVideo, and Internap. While this is great content to sponsor, there is one drawback from the media buyer’s perspective. It’s hard to get a lot of it without a hurculean effort of doing multiple buys with multiple sellers. Enter SpotXchange.

SpotXchange is an online video ad network that aggregates the inventory from hundreds of publishers, representing millions of daily video streams on thousands of sites. And media buyers can launch campaign within minutes with our self-service tools and optimize performance on the fly based on real-time reporting.

Many thanks to Voxant for suggesting to WSJ that they should talk to us for this article. If you are interested in reading the entire article, then you can follow this link (but note you’ll need a subscription to WSJ to read the entire article) –

The Wall Street Journal: A Wider Web to Find Their Niche

October 30, 2007

The Wall Street Journal, By Stephanie Kang, 10/30/07

“There’s a huge lack of high-quality inventory to sponsor,” says Michael Shehan, chief executive officer of online video-ad network SpotXchange, a unit of Booyah Networks, which has run ads for the film “1408” and for companies like SunTrust Banks on Voxant’s network of niche Web sites.

Link to article (subscription required) 


October 25, 2007

kaizen1.jpgThe engineering team at SpotXchange is always striving to improve our network’s ability to help advertisers manage their online campaigns, while helping publishers maximize their revenue opportunities. We pushed a significant amount of new code recently that should result in some noticeable improvements in both our self-service advertiser tools as well as our self-service publisher tools.The most apparent improvement advertisers will notice in the online tools is increased speed and response, particularly while searching our marketplace for appropriate advertising opportunities. As the number of publishers and channels in our marketplace has grown, backend systems have had to sift thru ever greater volumes of data to help advertisers find opportunities relevant to their needs. The new code makes these processes run more quickly.

We likewise made some improvements to the UI to make the tools easier to navigate and browse, and to allow the advertiser to display their online campaign data the way they want to see it.

The publisher tools have likewise been improved. There is a new 7 day rolling report that provides a performance snapshot of the most recent 7 day calendar. The addition of sortable columns makes it easier for publishers to see relevant statistics about their channels, and should be particularly welcomed by some of our larger publishers who may have dozens of individual channels in our marketplace.

On the backside, we have completed the work that will allow us to provide white label advertiser and publisher platforms, and hope to launch our first white label network next month.

ad:tech NY 2007

October 24, 2007

small-blood.jpg Yes, it’s that time of year again! The grand-daddy of all online shows for the interactive marketing community reconvenes in the advertising Mecca of New York City for ad:tech NY ( on November 5-8th. This year’s show promises to be no different than those in year’s past; chaotic and frenzied with little time to accomplish anything with absolute certainty. However, if you are able to pry yourself from the BlackBerry and your feet are asking for a break, stop by any number of presentations being held on Emerging Platforms.

Yesterday’s MediaPost article by Cory Treffiletti, “Defining Catalytic Media; Beyond Standard Opportunities” should aid in fueling your attendance to several of these panels on advertising exchanges and video. These are the newest innovations that stand to have the greatest impact, including overall growth potential, for years to come. These presentations will, if nothing else in my opinion, leave you a bit more informed about online video, video networks and exchanges and hopefully will leave you asking several questions-isn’t this what life is all about?

Here is a list of four panels in no specific order that I recommend to those interested in online video:


Video+Search+Contextual Targeting: Is the Holy Grail Upon Us?

Analyzing Online Advertising Exchanges


Video Workshop

Digital Advertising Networks: Making Sense of an Evolving and Expanding Landscape

SpotXchange is an ad:tech exhibitor, booth # 2114. Stop by after attending one of the above panels and let us try answering your questions about online video advertising. We can’t promise we will have all of the answers but we might just leave you asking more questions!

Booyah Networks Ranks 107 on Deloitte’s Fast 500

October 24, 2007


We received another very cool recognition this week. Deloitte ranked Booyah Networks, SpotXchange’s parent company, as one of the fastest growing companies in Colorado and the United States.

More precisely, Booyah Networks was ranked 107th fastest growing tech company in Deloitte’s 2007 Technology Fast 500, a ranking of the fastest growing technology, media, telecommunications and life sciences companies in North America. Rankings are based on percentage of fiscal year revenue growth over five years, from 2002-2006. Booyah grew 1,592 percent during this period.

And Booyah Networks was ranked 4th in Deloitte’s prestigious Technology Fast 50 Program for Colorado, a ranking of the 50 fastest growing technology, media, telecommunications, and life sciences companies in the state by Deloitte & Touche USA LLP, one of the nation’s leading professional service organizations. Rankings are based on the percentage revenue growth over five years from 2002-2006.

The Rocky Mountain News did a little write up on this year’s winners –,2777,DRMN_23910_5729434,00.html

Other notable winners in Colorado included Accuvant, Pharmion, ReadyTalk, Liberty Media, Clear Technology, and Level3 to name a few.

SpotXchange is Top Video Advertising Platform in Streaming Media’s First Readers’ Choice Award

October 22, 2007

Westminster, CO October 22, 2007 –More than 3,000 Streaming Media and readers voted and chose SpotXchange as their top choice for an online video advertising platform in the publication’s first annual Readers’ Choice Award.

“This is a tremendous opportunity for us to acknowledge not just the winners of these awards but the continued growth and vitality of the streaming media industry,” says Streaming Media editor Eric Schumacher-Rasmussen. “The winners exemplify technological and business innovation, as well as outstanding customer service and brand messaging. I think the fact that the winners were chosen by end users makes them all the more meaningful.”

Winners were announced at on October 19, and in the October/November issue of Streaming Media magazine. As part of this year’s Streaming Media West show, awards will be presented to the winners at the Streaming Media Readers’ Choice Awards Reception Party at 7:30 p.m. on Wednesday, November 7, at the Grande Ballroom of the St. Clair Hotel in San Jose. The reception will be open to full conference attendees, speakers, exhibitors, and the press, as well as to the winners.

“It is a huge honor for us to receive this award from our peers,” said Michael Shehan, President/CEO of SpotXchange. “Our engineering team works around the clock to bring users a powerful tool for placing online video ads, so this is really a testament to their commitment to bring best technology to the space.”

Based in Colorado and launched in November 2006, SpotXchange is the first online video advertising platform to allow advertisers to leverage the power of broadcast advertising on the Web. With SpotXchange, advertisers can buy and manage online video ads with the ease and efficiencies currently offered for search engine marketing campaigns. The SpotXchange patent-pending technology takes the best practices in sponsored search-self-service tools, free market bidding, precision targeting, transparent reporting, real-time tracking and optimization-and applies those tools to in-stream video advertising. Currently, the SpotXchange marketplace represents over one billion monthly impressions.

About SpotXchange

The SpotXchange patent-pending platform is the Internet’s first self-service exchange for online video ads. The company is wholly-owned by Colorado-based digital marketing and technology company, Booyah Networks. In 2006, Booyah Networks ranked 23rd on Inc. magazine’s list of 500 fastest growing companies. The company has offices in Westminster, Colo., Los Angeles and New York. Clients and partners include ClipSyndicate, Voxant, Blinkx,,, NeoEdge, Visible World and others. Visit SpotXchange online at


Contact: Valerie Quintanilla, SpotXchange,, 303.345.6623