Ooyala buys media software vendor for digital and video content management

Telstra-owned video technology and analytics vendor says acquiring Nativ is a big step forward in its plans to offer end-to-end, data-driven media management

Telstra-owned Ooyala has made its second acquisition in nine months, picking up cloud-based media logistics and workflow software vendor, Nativ, for an undisclosed sum.

Under the deal, Nativ’s suite of media production and syndication workflow software, entitled MioEverywhere, will be integrated into the Ooyala video technology and analytics stack to provide end-to-end media management.

In a statement, the company said Nativ’s complementary technology will deliver new video production, post-production, digital content services, and broadcast planning and media management for both over-the-top and on-air content.

MioEverywhere is already being used by a number of global content giants including ITV, and the Financial Times, as well as brands including Audi and Dolby.

“The new TV marketplace can’t be serviced by legacy broadcast business systems,”said Ooyala president and CEO, Jay Fulcher, in the statement. “New data-driven technologies and services will transform the way broadcasters, media companies and brands operate in the era of multi-screen consumption.

“A transformation of this scale represents massive opportunity for the innovators that can drive new, future-proofed standards. Nativ’s Mio platform puts Ooyala even further at the forefront of providing a true end-to-end platform that can serve all video business needs, from product through to monetisation.”

The acquisition is the company’s second in nine months and follows its purchase of European video ad tech provider, Videoplaza, last October. As part of the deal, Nativ CEO will join the Ooyala executive team.

Telstra Software group president and vice-chairman for Ooyala, Charlotte Yarkoni, added that combining the two technologies marks a big step forward in Ooyala’s vision to become a global leader in personalised cloud TV and video services.

“Following Ooyala’s acquisition of Videoplaza, this latest acquisition provides key media management and broadcast planning technologies that will extend the reach and power of its video, analytics and advertising offerings,” she said.

Telstra purchased control of the video analytics platform for US$270 million last August. The telco had previously owned 23 per cent of the business after investing US$61 million in the two years prior to the final deal.

At the time, Telstra CEO, David Thodey, said the deal would help the telco become a world-leading personalised video platform company.

Last month, Telstra launched two new digital media solutions to the market including an online video solution powered by Ooyala’s video publishing and analytics capabilities. The second offering was a content delivery platform combining optimisation and security technologies, which was made possible through a recent partnership between Telstra and Akamai.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Are you sure they wont start a platform that the cheese is white, pretty sure that is racist

Hite

New brand name for Coon Cheese revealed

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in