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

Conversations over a cuppa with CMO: The Star's George Hughes

It's been an incredibly tough three months for the Star as it shut its doors and stood down staff in response to the COVID-19 lockdown. Yet innovation has shone through, and if the CMO, George Hughes, has anything to say about it, such lateral thinking will continue as we start to recover from the crisis.

More Videos

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

I am 57 and diagnosed in June 2009. I had a very long list of symptoms, some of which were. Keeping right arm close to my side while walk...

Nancy Tunick

Gartner survey: CMO spending hit by COVID-19

Read more

Audible did such a great job on their marketing and at the same time, there are no false promises. The support, quality, variety all good...

Vitaliy Lano

Audible's brand plan to build the value of audiobooks

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

Parkinson's NSW creates a lorem ipsum generator and goes digital to mark Parkinson's Awareness month

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in