YouTube adds Directr business video firm to ad division
YouTube has acquired video ad startup Directr, a firm which works with small businesses to make promotional video content.
The Google-owned video platform bought Directr for an undisclosed sum and will integrate it into the video adverts division.
YouTube will build on the firm’s iOS mobile app from which businesses create and publish video content.
A Directr statement said: “Our small band of scrappy film lovers set out 2 years ago to help regular folks make great video. Today, we are incredibly excited to take the next step on that journey and announce that we are joining the video ads team at YouTube.
“For now, everything you love about Directr is staying the same and we’ll continue to focus on helping businesses create great video quickly and easily. One immediate bonus: Directr will soon be all free, all the time.”
It added: “A heartfelt thank you to everyone who’s downloaded and used Directr - we are grateful for your support.”
The news comes after YouTube acquired game streaming site Twitch for $1bn earlier this year.
These purchases will put YouTube on the way to becoming the “world’s biggest video platform in five years” as predicted by Jeffrey Katzenberg, CEO of DreamWorks at this year’s Cannes Lions Festival.