Adknowledge acquires social video platform GiantMedia
What: In what constitutes Adknowledge's 12th acquisition since its founding, the company has bought Giant Media for an undisclosed sum.
Why it matters: The purchase was mainly driven by the explosive growth of video as an advertising vehicle and the fact that consumers are watching less TV and moving toward digital videos.
The purchase recognizes the explosive growth of video as an advertising vehicle that will enable advertisers and agencies to scale the viewership of their content.
The combination of Adknowledge and Giant Media grows the abilities of two highly complementary companies; each is recognized as a leader in digital marketing world.With this acquisition , Adknowledge hopes to accelerate its influence in digital advertising. Giant Media now will offer Adknowledge clients a new service that's growing in demand as many advertisers with TV budgets are beginning to recognize that consumers are watching less TV and moving toward digital videos.
Giant Media, headquartered in Los Angeles with offices in New York and Detroit, will expand Adknowledge's Southern California presence.The parties have agreed not to disclose the acquisition's financial terms.
Giant Media maximizes earned video and social sharing
Giant Media has made a name for itself by developing a set of video products designed to maximize earned media and social sharing. An example of that is Giant Media's distribution of the viral “Dollar Shave” Club video. Since the video was uploaded to YouTube in mid-2012, it has attracted over 13 million views and served as the public debut of the low-cost shaving supply company. The company has also worked globally with brands including: Johnson & Johnson, 20th Century Fox, Honda, American Express, Red Bull and Pepsi.
"We're excited to be joining Adknowledge. We're proud of the platform and technology that we've built and believe that together with Adknowledge, we can build a world-class video product at massive scale," said Giant Media founder David Segura, who started the company in 2009.
"This is the twelfth acquisition Adknowledge has completed since the company was founded in 2004, and we're excited to have David and his team become part of the Adknowledge family," said Scott Lynn, founder and chairman of Adknowledge. "This allows us to continue our mission of helping advertisers unlock their digital audiences across all types of ad formats, including social media, display, mobile, apps, email, and video," he added.
"The acquisition of Giant accelerates our momentum in video, and enables Adknowledge to continue applying our data-driven approach to helping large brands get a great ROI at scale from their digital media spend. We also plan to scale Giant globally," said Adknowledge CEO Ben Legg(photo).