Yahoo! has acquired Maven Networks, a leading online video platform provider, in a strategic move to expand state-of-the-art consumer video and advertising experiences on Yahoo!.com and its network of video publishers across the web.
The acquisition has been valued at 160 million and both companies believe that, together, they will be able to offer publishers a full portfolio of technology and media solutions.
Yahoo! intends to invest in the growth of Maven's overall video business, continuing to provide premium publishers with both publishing and new advertising solutions.
The Internet behemoth also has plans to expand on the Maven offering with video monetization services allowing publishers to take advantage of Yahoo!'s industry leading display sales force and advanced technologies for delivering consumers more relevant advertising experiences, both of which help them maximize their video advertising dollars.
For advertisers, Yahoo!'s expanded video solutions complement the company's full search and display offering and mean more inventory and more diverse choices, both on Yahoo! and across its growing network, increasing audience reach and creating a more appealing advertising experience for consumers. With Maven, advertisers will be able to buy across Yahoo!'s extensive premium library as well as other publishers simply and efficiently.
"Video is projected to be the fastest growing segment of the online ad market, and Maven will significantly help advance Yahoo!'s strategy, expanding the video opportunity for publishers and increasing the efficiency and effectiveness for advertisers. This is a big win for publishers, advertisers, consumers and for Yahoo!," said Hilary Schneider, EVP, Global Partner Solutions at Yahoo!
The Maven video publishing platform enables publishers to deliver state-of-the-art consumer video experiences through simple media management, workflow and flexible media players. Maven also enables publishers to increase video ad inventory and revenue through a dynamic advertising insertion engine, sophisticated inventory management, reporting tools and advanced ad formats.
"Over the past year, Maven has emerged as the market leading video and advertising technology platform, serving some of the largest global media companies. By combining our capabilities with Yahoo!'s own technology resources, publisher and advertiser relationships, and vast audience reach, we will deliver an unmatched video content syndication and advertising solution to the market," sayid Hilmi Ozguc, CEO of Maven Networks.
Forrester estimates that U.S. online video advertising will grow to more than billion in 2011. This rapid growth in the online video market from both users and advertisers is escalating the demand for targeted premium content. |
