Alphabird has acquired the PlaceVine, whose Brand Integration Platform automates the sourcing and management of brand integration opportunities for leading advertising agencies, marketers, and producers. Terms of the deal between the two privately held companies were not revealed.
Social video syndicator Alphabird said the deal moves forward its strategy of building scale and depth within the rapidly expanding social video category, both organically and through strategic acquisitions.
"Social video syndication is really about creating massive engagement with branded video content," says Chase Norlin, CEO of Alphabird. "It's the reason why social video campaigns are delivered on a click-to-play basis and why brands are increasingly gravitating towards engagement-based pricing models. Advertisers don't want impressions, they want to connect to consumers and know that during that connection they have their attention. Attention is the emerging currency of digital advertising."
Alphabird will launch new products using PlaceVine that help brands and producers create these connections with consumers.
The company said its first project would be the PlaceVine YouTube Platform, which enables any producer to submit videos in response to the brand's creative brief and get paid for each view they generate on YouTube. PlaceVine is offering an award pool of $20,000 to the producers who respond to this brief.
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