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

Blog Posts

The purpose of purpose

Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.

What does it take to be an innovation leader?

To thrive in an increasingly complex and unpredictable new world, organisations will need to innovate, and leaders will require the necessary skills to do so. Here,

Evette Cordy

Co-founder, Agents of Spring

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

it is very informative and quality of the Furniture NZ i liked it and share on my wall

EveGreen

How Fantastic Furniture is making omni-channel retailing a reality

Read more

We can't overlook mobile. Each passing day people are on their phones more and more

This Is My South Bay

What the 5G revolution will do to mobile marketing

Read more

An article largely re-purposed from things other people have said 5+ years ago – what's more, they said it better.

hogwash

The purpose of purpose - Brand science - CMO Australia

Read more

talking about the 4 p's:https://www.tripleclicks.co...

kigoma divin

The purpose of purpose - Brand science - CMO Australia

Read more

Interesting blog, good information is provided regarding Design Thinking For Business Strategy. Was very useful, thanks for sharing the b...

Tanya Sharma

Is design thinking the answer for the next generation of marketing?

Read more

Latest Podcast

More podcasts

Sign in