Google adds cloud-based tools for online video programs with purchase of Anvato

From the Anvato announcement

Google has taken another step toward becoming a one-stop, cloud-based solution for major media companies.

Late last week, the tech giant announced its acquisition of Mountain View, California-based video platform Anvato. Deal terms were not made public.

Anvato’s Media Content Platform automates the encoding, editing, publishing and secure distribution of video across different platforms, and it will now become part of Google’s Cloud Platform. Previously, Google offered cloud-based rendering, media archiving, video transcoding, distribution and similar services.

This acquisition means that video program producers can now work inside Google’s cloud for most, if not all of their post-production and distribution needs, including video editing, ad insertion and managing one-off or subscription payment.

Founded in 2007, Anvato’s current roster of customers includes NBCUniversal, Fox Sports, Bravo, USA Network, Univision and other large media companies.

With the world of internet-delivered Over-The-Top (OTT) video and television programming growing by leaps and bounds, Google’s biggest cloud competitors are taking steps to grow with it.

As TechCrunch pointed out, Microsoft Azure and Amazon Web Services currently offer such video services as encoding, archiving and streaming. But last fall, Amazon bought Anvato competitor Elemental, pointing to a new portfolio of services.

“Digital video advertising,” Gartner VP Andrew Frank noted via email, “is the fastest growing ad category and a key competitive battleground for Google […] as OTT takes viewers outside the traditional broadcast/cable ecosystem.”