Deal Watch: Making a splash with interactive ads

| Print |  Email
Thursday, May 01, 2008

splashcast.png

THEY’RE THE DEMOGRAPHIC that makes advertisers drool: the 13- to 29-year-old online audience. Right now they’re spending most of their online time on social networking websites like MySpace or Facebook — not on traditional websites. Too bad for advertisers, since usual methods like banner ads aren’t very hot in that environment.

Last year SplashCast launched its solution: socially interactive ads. So far it’s a hit. Its clients range from Sony/BMG and National Public Radio to MTV and the Hillary Clinton campaign.

“We don’t ask audiences to change their habits and go to a destination site like ESPN. That’s not how they spend their time anymore,” says company founder and CEO Michael Berkley.

In March, 14-month-old SplashCast announced it had raised $2.7 million to complete a $4 million funding round led by Mark Bayliss, an investor and senior executive for one of Australia’s largest media companies, Fairfax Holdings. Bayliss now sits on the company board; he was brought in by board member and former Nike exec Charlie Baker.

Think of SplashCast as an interactive television channel where viewers also play games or shop or listen to songs, and advertisers change content when needed. But here’s the moneymaker: Viewers can send any video to their friends so they can put them on their own MySpace or Facebook page. That’s how the advertising is spread, via social networks. Ads aren’t just watched, they’re played with. And they’re played with because they come from friends, says Berkley.

Is it working? The company says those videos are viewed 1.3 million times each day. Every month 8.5 million individual users interact with the videos.

Berkley has two main goals for the funding, much of which came from angel investors in the Pacific Northwest: grow the company from its current eight employees to around 20, and create an aggressive marketing plan.           

ABRAHAM HYATT

MERGERS AND ACQUISITIONS
ANNOUNCED EXP. CLOSE BUYER / PARENT (HQ) SELLER (HQ) / PARENT PRICE (TERMS)
13-Mar Q2 ‘08 AVI BioPharma (Portland) Ercole Biotech (NC) $8.9M (stock + assumed debt)
24-Mar ND L-1 Identity Solutions (CT) ID Systems business/Digimarc (Beaverton) $250M (cash + stock)
24-Mar Q2 ‘08 Crisp (UK) IMSafer (Beaverton) ND
26-Mar Q1 ‘08 Rim Semiconductor (Portland) Multi-Carrier Communications/ Utek (FL) ND
31-Mar Q2 ‘08 Bullivant Houser Bailey PC (Portland) Jacobs & Ferraro (CA) ND
31-Mar Q2 ‘08 Greenbrier Companies (Lake Oswego) American Allied Railway Equipment Company (IL) $83M (cash)
REAL ESTATE TRANSACTIONS
ANNOUNCED BUYER / PARENT (HQ) REAL ESTATE (LOCATION) / SELLER (HQ) PRICE
11-Mar Pacific Northwest College of Art Federal Building (Portland) / U.S. Government ND
11-Mar Urban Renaissance Group; Great Point Investors Morgan Building (Portland) / RREEF; LA County Employees Retirement Association $27.55M
19-Mar KBS Realty Advisors Evergreen Park industrial campus (Hillsboro) / UBS Realty Investors $16.15M
19-Mar Maple Properties Berry Hill Shopping Center (Oregon City) / R&B Kiggins $8.6M
24-Mar NBS Real Estate Capital (Portland); Su Casa Properties (CA) apartment complex (UT) / ND $4.88M
24-Mar MCGD industrial building (Clackamas) / Indal Corporation $1.92M
24-Mar PM Industries industrial property (Beaverton) / Tri County Warehouse $3.2M
24-Mar Schonert Properties industrial land (Clackamas) / Clackamas Commons III $1.77M
26-Mar Unico Properties Rivercrest Meadows Apts. (Tualatin) / Simpson Housing $38.7M
31-Mar JB Matteson (CA) Harrison Tower Apartments (Portland) / Portland Center Investors $45M
31-Mar Integrita E Perseveranza industrial building (Beaverton) / Tri-County Moving and Storage $3.2M
31-Mar Commerce Investment King Tower Apartments (Portland) / Harsch Investment Properties $26M
31-Mar Pringle Construction Durham Park Apartments (Tigard) / 6 investment groups $24.8M
CAPITAL RAISING
ANNOUNCED COMPANY (HQ) / LEADERSHIP INVESTOR (HQ) PRICE (TERMS)
11-Mar Pulse Health (Portland) / Chris Marsh, CEO Undisclosed angel investors (CA, WA, OR) $2.15M (Series A)
13-Mar Nike (Beaverton) / Mark Parker, president and CEO Undisclosed Investor (MO) $50M (debt)
14-Mar Davenport Power (Bend & CT) / Hiram A. Bingham, chairman & CEO US Renewables Group; Riverstone Holdings (NY) ND
19-Mar Oregon State University (Corvallis) / Dr. Edward Ray, president anonymous donor $5M (gift)
20-Mar SplashCast (Portland) / Michael Berkley, CEO and founder Emergent (Portland); Mark Bayliss (Australia) $2.7M (Series A)
20-Mar Genesis Financial Solutions (Portland) / Irving Levin, CEO The Edgewater Funds ND (equity)
27-Mar Iovation (Portland) / Greg Pierson, CEO SAP Ventures and European Founders Fund $5M (Series A)

List researched by Mark Druskoff

Have an opinion? E-mail This e-mail address is being protected from spambots. You need JavaScript enabled to view it
 

More Articles

Staffing Challenge

July/August 2015
Monday, July 13, 2015
BY KIM MOORE

A conversation with Greg Lambert, president of Mid Oregon Personnel Services.


Read more...

Business partnerships: taming the three-headed monster

Contributed Blogs
Monday, July 06, 2015
070615-businessmarriagefail-thumbBY KATHERINE HEEKIN | OB GUEST COLUMNIST

Picking a business partner is not much different than choosing a spouse or life partner, and the business break-up can be as heart-wrenching and costly as divorce.


Read more...

The Private 150: From Strength to Strength

July/August 2015
Monday, July 13, 2015
BY KIM MOORE

Revenues in Oregon's private, for profit sector maintained solid growth as the economy continued to rebound.


Read more...

Baby. Boom!

September 2015
Wednesday, August 26, 2015
BY LINDA BAKER

A new co-working model disrupts office sharing, child care and work-life balance as we know it.


Read more...

Storyteller in Chief: Power Player

September 2015
Wednesday, August 19, 2015
BY LINDA WESTON

In 1996, after a 17-year career in the destination marketing industry, where I gained national standing as the CEO of the Convention & Visitors Association of Lane County, I was recruited by the founders of a new professional basketball league for women. The American Basketball League (ABL) hoped to leverage the success of the 1996 USA women’s national team at the Atlanta Olympics — much like USA Soccer is now leveraging the U.S. Women’s National Team’s victory in the World Cup. The ABL wanted a team in Portland, and they wanted me to be its general manager.


Read more...

Back to School

September 2015
Wednesday, August 19, 2015
BY CHRIS NOBLE

Oregon is home to an abundance of gritty warehouses reborn as trendy office spaces, as well as crafty hipsters turned entrepreneurs. Does the combination yield an equally bounteous office products sector? Not so much. Occupying the limited desk jockey space are Field Notes, a spinoff of Portland’s Draplin Design Company, and Schuttenworks, known for whittling Apple device stands. For a full complement of keyboard trays, docking stations and mouse pads, check out the GroveMade line, guaranteed to boost the cachet of even the lowliest cubicle drone. 


Read more...

Aim High

September 2015
Thursday, August 20, 2015
BY JOE CORTRIGHT

We get the education we deserve.


Read more...
Oregon Business magazinetitle-sponsored-links-02
SPONSORED LINKS