Telstra subsidiary Ooyala has announced a definitive agreement to acquire Videoplaza, a advertising technology and monetisation company. Videoplaza operates one of the world’s largest video ad serving platforms and programmatic trading solutions, delivering ads to viewers across all devices.
With this acquisition Ooyala hopes to tap into the video ad market and build out a new business dimension in advertising. 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 per cent of their TV ad budgets to digital. In the US, digital video ad revenues will increase more than 40 per cent this year, it is claimed.
With Videoplaza, Ooyala will offer an expanded product portfolio addressing customer needs including content acquisition and workflow, playback experience, ad serving, programmatic trading, personalised content recommendation, and realtime analytics for audience behaviour as well as content and ad performance. Over time, Ooyala will also offer a unified platform leveraging both companies’ technologies and expertise.
“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. Videoplaza’s team has clearly demonstrated strong leadership in the fast-growing video advertising market, and are closely aligned with our vision for growth and innovation in this new line of business.”
Ooyala has been nominated for a TVBAward in Achievement in Multiplatform Content, for its BFI Player. To find out if the company scoops the honour, as well as discover which other teams are winners, get your ticket now! The event takes place at the Hilton London Wembley this Thurday, 23 October and includes a drinks reception, dinner, awards presentation and after party. This is the first awards event from TVBEurope and TV Technology Europe, and we hope to see you there.
