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Houston startup has created a less intrusive video advertising experience

Houston-based LogoBar has created an advertising model that doesn't annoy the viewers. Getty Images

Steven Jones knows people dislike ads. Actually, he reasons, it's less that they dislike ads, but more that they don't like having those ads interrupt what they're doing.

"They want to be in control of their experience," he says. "And we've nearly always had things that allow consumers to skip ads – the remote control, where you could change the channel; now there are DVRs that let you skip them. That's all about control."

Jones knows, however, that consumers do want the information ads contain. And he thinks one of the best ways to give that to them in this splintered and ever-changing media environment is for advertisers to concede that concept of audience control. That's what LogoBar aims to do. Where a traditional commercial on television or before an online video might be 15 or 30 seconds, LogoBar features a company's logo or a product it's selling at the bottom of the video. The ad or logo will also appear when the viewer hits pause (or some other engagement) on the video. The viewer, if interested in the product can then choose to engage with it by clicking on the offer that's being advertised or on the product itself, which would then take that viewer to the advertiser's site.

The goal, says Jones, is two-fold: get the products and services in front of potential buyers, and allow those buyers to be the ones who determine if they want to engage.

"It's not intrusive at all," says Jones about the concept. "It allows a brand to be seen, which can spur interest. But keeping control in the hands of the intended audience is the key. This allows advertisers to think about their brands as a call to action. And this method of delivery aligns with the experience the viewer is already having."

Jones realizes that many people view ads as interruptions. He says that one of the reasons Google began making three-second ads right about 2015 was to capture on the shortening attention span of viewers who, he says studies show, were looking to skip ads the second they appeared.

LogoBar created digital technology that allows its clients to create its own ads. LogoBar installs the tech and then the client's team can build on it. But LogoBar can also create the advertising from end to end as well. The tech plugins work across multiple platforms including Brightcove, Kaltura, Flowplayer, and native iOS/Android players. By building that compatibility into its technology, Jones says that LogoBar can be easily and widely used.

"I think of us as still being an early startup," he says of the company. "But we have a strong team of five here, and I see us growing the business and the team across the next few years."

LogoBar has worked with ESPN+ and other local and national clients. And he believes LogoBar is poised to create what thinks of as a win-win for consumers and advertisers alike.

"Firms are still creating 30, 60-second 'stories' in their ads. Those aren't going to go away. And people will watch them – when they want to, on their own time. What we're offering is something that complements traditional advertising and gives consumers both an interactive experience and control over their viewing and time."

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Building Houston

 
 

AvidXchange executives explain why a crisis like the pandemic can provide opportunities for growth or realignment. Photo via Getty Images

From esports to telemedicine, some technologies are having a major moment during the COVID-19 crisis. As many businesses are operating remotely with work-from-home policies in place indefinitely, payments automation is another technology that's seen an opportunity amid the pandemic.

AvidXchange, which has invoice and payment processes automation software for mid-market businesses, is one of the companies in this payment automation space that's seen growth in spite of the economic downturn caused by the virus. The Charlotte, North Carolina-based company was founded in 2000 and went on to acquire Houston-founded Strongroom Solutions Inc. in 2015.

Since the acquisition, AvidXchange has quadrupled its presence in Houston and does a good deal of business locally. Equipping companies with tools for remote work is crucial — now and especially in light of Houston's propensity for challenges. Tyler Gill, vice president of sales for AvidXchange based in the Houston office and former CEO of Strongroom, joined Houston Exponential on a virtual panel to discuss this topic.

"We've had a history of disasters in Houston. Any time we can help businesses move to a more cloud-based infrastructure is going to be better," Gill says on the livestream. "I think working from home is maybe the new normal for a lot of employees — so how do we enable this?"

Gill and his colleague, Chris Elmore, senior sales performance director at AvidXchange, joined Joey Sanchez of HX for the talk about the acquisition, the pandemic, and growth for the company. If you missed it or don't have time to stream the whole conversation, here are some impactful moments of the chat.

“Economic downturns have a tendency to put a very bright light on a feature set or a product or a service that’s underperforming."

— Elmore says on how the pandemic affects innovation and startups. "My hope is that entrepreneurs will see this as a real time to get focused on their business — what's working well and what's not working well — and my hope is that they'll say, 'I need to fix that,' not 'I wish this was better,'" he says.

“For a young entrepreneur looking to build a business, make sure you’re looking for the people who are germane to your business.”

— Gill says about starting his business in Houston. At first, he was trying to find investors in oil and gas, but he found more success working with companies with a background in finance technology. "Houston has a history and density in fintech — I just had to find it."

“The fact that Strongroom owned the automated payment process in HOA that made them so attractive to AvidXchange because we didn’t.”

— Elmore says on the 2015 acquisition. He explains that AvidXchange had set up a presence in multifamily and commercial real estate, while Strongroom had a hold on homeowner's association, or HOA, business. The two companies competed for a while, and if Strongroom hadn't had their HOA specialty that made the company ideal for acquisition, Elmore says the two companies would still be competing today.

“When Strongroom was added to AvidXchange, our culture improved. By the way, we went from 40 employees to 1,000 within 14 months, and Strongroom was right at the beginning of that.”

— Elmore says on growth following the acquisition. The company now has 1,500 employees across seven offices and just closed a $128 million round of fundraising in April.

“Customers don’t care how big you get or how much money you raise from investors. They care about if your service is still doing the things they need to operate their business.”

— Gill says, reminding entrepreneurs to always prioritize and be focused on the client experience — through mergers or acquisitions, fundraising rounds, growth, etc.

“When you replace human interaction with technology, what you have to do, is to now move that person on to something more impactful and more important for the business. I don’t like tech for tech’s sake.”

— Elmore says on the importance of automation. "When you automate something, the output of automation is time," he adds.

“Houston couldn’t be a better place to build a business — I found great investors and employees here. It’s a city that’s used to risk. But it’s got to be you, the entrepreneur, that’s got something festering — that’s how you know it’s a great idea.”

— Gill says on inspiring future innovators. "What kept me motivated was I wanted to win. I felt like we had a great product, and we had a big market to serve. … I wanted to build something lasting and build a great team."

“We continue to be a great Houston story — some of my angel investors in Houston are still benefiting."

— Gill says on AvidXchange's presence in Houston. He adds that he's proud of how his former Strongroom team members have risen through the ranks of the company following the acquisition and that he sees the company, which is still privately held, moving toward IPO.

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