Ooyala to buy Videoplaza
| 21 October 2014
Itself recently acquired by Australia communications provider Telstra, online video technology products and services provider Ooyala has announced plans to acquire video advertising expert Videoplaza.
Videoplaza operates one of the world's largest premium video ad serving platforms and programmatic trading solutions, and has a roster of clients that includes broadcasters and media companies in Europe and the Asia-Pacific region.
As more premium video viewing moves away from traditional TV to Web and mobile consumption, major media agencies are recommending their clients move up to 25% of their TV ad budgets to digital. In the US alone, digital video ad revenues will increase more than 40% this year, compared to just over 3% growth for TV advertising.
For Ooyala, this acquisition is the first step in a multi-step strategy aimed at breaking into the personalised cloud TV and video, it said, with an expanded product portfolio that includes content acquisition and workflow, playback experience, ad serving, programmatic trading, personalised content recommendation, and real-time analytics for audience behaviour and content and ad performance.
"Ooyala helps media companies build the largest possible audiences online, while Videoplaza helps them extract as much value as possible from that audience," said Ooyala CEO Jay Fulcher. "Our combined platforms will offer a more holistic view of content and ad performance across a broadcaster's entire business, including granular data on not only what, how and where people are watching, but also where and how they can make the most money."