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Video Marketing Company News and PR

The latest news about online video marketing companies - announcements, investments, mergers and acquisitions.

2 Companies in Web Video Are Expected to Merge

| | The New York Times - Leslie Kaufman
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Privately held video companies Alloy Digital and Break Media are expected to consolidate into a 50-50 merger. The new entity, Defy Media, will be focused on developing video content for audiences aged 12 to 34. Industry analysts believe that Defy Media represents a trend, with other video companies focused on producing web content expected to follow suit. Read the full article »

AOL Nabs Adap.tv For $405M

| | AdExchanger - Zach Rodgers
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AOL will purchase Adap.tv. The video ad company offers dynamic bidding and ad targeting, including Real Time Bidding (RTB). AOL intends to run Adap.tv as an independent business unit. This is an opportunity for the web portal to gain a foothold on two major online video trends - the shift of first-run content from TV to digital and moving manual transactions to programmatic media buying. Read the full article »

Upworthy Goes Viral by Optimizing Optimism

| | Bloomberg Businessweek - Sam Grobart
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Upworthy is a media company that aggregates popular video content and repurposes the content to engage viewers. Using catching headlines and sharing tools, Upworthy promotes the video content to newsletter subscribers. Additionally, the content is shared in a social video context. Read the full article »

Tremor Video Goes In-Stream Only, Abandoning Banner Ads

| | Adweek - Sam Thielman
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Banner video ads have been phased out by Tremor Media. The video company will now focus solely on in-stream video content. Video banner ads accounted for only 4 percent of Tremor's revenues. Over the past few months, Tremor has migrated legacy clients to in-stream online video ads. In-stream digital video ads are easier to measure and generate a higher audience engagement rate. Read the full article »

Videology Takes 'Cartesian' Approach To TV/Online Convergence

| | AdExchanger - David Kaplan
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Videology's "Descartes" has been designed to provide a programmatic experience that lets media buyers and sellers unify guaranteed and non-reserved video advertising deals. Descartes users will be able to access Nielsen's Online Campaign Ratings and comScore's Validated Campaign Essentials for audience and demographic targeting. Read the full article »

Hulu Attracts at Least Three Bids

| | The Wall Street Journal - Amol Sharma and Christopher S. Stewart
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DirecTV is among the bidders for the Hulu video site. The video company's owners, 21st Century Fox, Walt Disney Co. and Comcast, will review options and enter an agreement with one of the prospective buyers by Friday. Industry analysts speculate that bidders either want to leverage Hulu to deliver video content or use as a stand-alone online video service for viewers who don't subscribe to pay television options. Read the full article »

YuMe Targets $65M IPO

| | Multichannel News - Jeff Baumgartner
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YuMe has filed with the New York Stock Exchange for an initial public offering to raise $65 million. Trading under the YUME symbol, YuMe has a proprietary platform that delivers targeted digital video advertising campaigns to IP-connected devices. The video companies competitors include Hulu, Google's YouTube and DoubleClick and Tremor Video. Read the full article »

Video-Ad Companies Will Consolidate Display, Says Dave Morgan

| | AdExchanger - John Ebbert
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There is a fair amount of venture investment in video companies, especially companies focused on video-ad serving technologies. Recent IPOs within the video advertising sector signify the strength of the business vertical and should enable marketers to see a significant development within digital video advertising. Read the full article »

Tremor Video Files for IPO

| | All Things D - Peter Kafka
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New York-based Tremor Video has filed a S-1 for an IP> Tremor runs video ads on more than 500 websites and mobile apps. The video company wants to raise at least $86 million through the IPO and plans to trade on the NYSE. Industry analysts expect other video companies, including YuMe and Adap.tv, to also file for an IPO later this year. Read the full article »

Hulu video site auction attracts four bidders: sources

| | Reuters - Ronald Grover
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Four separate entities have placed bids for the video site. The bidders are former News Corp president Peter Chernin, the Guggenheim Digial Media private equity fund, DirecTV, and Time Warner Cable Inc. This video company has two forms of revenue - advertising and paid subscriptions. Hulu has approximately 3 million subscribers paying for the premium services. Read the full article »