Brightcove and Ooyala, online video tech rivals that were used to throwing fists, are now joining hands. Brightcove announced a deal to acquire the online video platform business of Ooyala Inc. for about $15 million — $6.25 million in cash and the remainder in Brightcove shares.
The complications of dynamic ad insertion is one factor keeping local broadcasters from making a bigger run at OTT. But with the promise of higher CPMs from ad targeting as motivation, broadcasters and vendors say solutions are on the horizon.
During the fourth quarter, brands saw average video viewing time double to just over two minutes, as the overall number of views also doubled. This suggests marketers are improving the quality of their content and connecting with receptive audiences, according to the latest quarterly study from Web video ad and analytics firm TubeMogul and video provider Brightcove.