The recent news of DailyMotion’s buy-out by Orange (France Telecom) got me thinking about video syndications’ “state of the union”. It feels like the final act, book one.
The Platform was long ago assimilated into the borg that is Comcast and lesser know Delve Networks was quietly bought out by Limelight, whenever.
With 5min Media and YouTube long ago, and very successfully, integrated into Aol and Google, who’s left? Real Gravity - nope, bought by Scripps.
Clearly, Grab Media is the lone, pure play video syndicator left. And interestingly enough Yahoo, while doing pretty good with their own video originals and small licensing business, is the only big media company without a strong video platform and syndication business.
Yahoo to buy Grab Media. It makes natural sense. Marissa Mayer, as newish CEO, has to demonstrate velocity and given Grab’s estimated revenue, this purchase would likely fall in the “smallish” bucket. Yet, it could super-charge high CPM video advertising and help address flat or declining page per sessions numbers. Engagement baby!
This is precisely what Aol did with their 5min acquisition; going from $10m to $100m in just two years. It would remain to be seen though if Yahoo can execute nearly as well.
The acquisition gives Yahoo a video platform, programming relationships and business process to super-charge their video efforts.
The irony here of course is that Yahoo, was an early leader in video syndication, having acquired Maven networks back in early 2008 for $160m. Sadly killing it 16months later.
For me, if a deal were to be stuck, it would mark the close of “video 1.0”. Long live video.
We shall see.