Pixability

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Bettina Hein headshot
Winner Tag

Location: Boston, MA
Founded: 2008
Industry: Technology

Pixability

Bettina Hein
Founder and CEO

BUILDING SOMETHING GREAT

Bettina Hein first became inspired by the power of the moving image after seeing a video of her grandmother. She was blown away by its ability to capture her grandmother’s personality, spirit and passion. That’s why, when bandwidth and equipment costs began to plummet in 2008, Hein decided the time was ripe for building a business based around video. She soon discovered that some of the world’s largest brands needed help finding their audiences. “Consumers have been drastically changing their viewing habits, moving away from watching linear TV. … Television as we know it today will not exist in 20 years, but marketers and advertisers will still need to make consumers aware of their products,” says Hein. “Pixability wants to be at the forefront of that new world.”

Quick Tip “The strategy that got you here won’t get you to the next level.”

Though 2008 was a big year for video, the economy didn’t fare quite as well, and Pixability was forced to adapt. “There’s nothing like a financial crisis to tell you that you need to change your approach, and fast,” says Hein. She learned that for Pixability to survive, it would have to be nimble, willing to confront flaws in its strategy, and able to make swift changes. One of the company’s keys to success in hard times was its highly motivated team, says Hein: “Together, we have harnessed strong market forces to build something great: a powerful technology company that breaks the rules in online video advertising.”