Google now focuses on GIFs, acquiring the Tenor search engine. The terms of the agreement were not disclosed. The San Francisco-based company offers a search engine for GIFs as well as an Android and iOS keyboard app that allows users to easily access GIFs from any app.
Google now focuses on GIFs, acquiring the Tenor search engine. The terms of the agreement were not disclosed.
Chi Tenor acquired by Google
Founded in 2014, Tenor is one of several GIF-focused platforms that have come to the fore in recent years. The San Francisco-based company offers a search engine as well as an Android and iOS keyboard app that allows users to easily access GIFs from any app.
Tenor states that about every month they are carried out 12 billion searches by 300 million users and this pool of users that Google is trying to tap intoIn fact, Tenor already claims a number of important partners including Apple's iMessages, WhatsApp, Facebook, Twitter and Google itself through Gboard.
According to Google, Tenor will continue as it is and keep its separate brand. "We look forward to investing in their technology and in relations with content partners and APIs "he noted Cathy Edwards, technical director of Google Images, in a blog post. The founder of Tenor, David McIntosh, who also managing director of the company, will continue to lead Tenor together with his co-founders Erick Hachenburg and Frank Nawabthe.
However, it will be interesting to see if this acquisition will lead Google rivals like Facebook or Apple to remove support for Tenor in the future.
The success of the GIFs for 30 years
The fact that the humble GIF continues to thrive more than 30 years after the format of the file was first introduced remarkable. But in an era of ubiquitous mobile and computer messaging, the expressive and emotional qualities offered by a small animated loop photo are clearly a great attraction for consumers and therefore also for technology companies and investors.
Tenor had raised about $ 32 million in equity funding, while Giphy, based in New York, had raised about $ 150 million. Interestingly, in 2016, the venture capital of Alphabet GV (formerly Google Ventures) had invested in Giphy.
Google acquires Tenor to monetize Gifs
Tenor made the first attempts egto monetize its service in April 2017 with the launch of real-time analyzes, while later launched GIFs sponsored by major brands, like Dunkin ’Donuts. Tenor also recently announced the adoption of the augmented reality with a new software development kit that allows Apple's Unity and ARKit developers to integrate GIFs into AR applications.
Put simply, GIFs are a hot and monetizable topic and Google wants to get into action. The Internet giant plans to integrate Tenor's search intelligence into Google Images, while also planning to extend them to other Google products like Gboard, which already offers Tenor support.
"When we started Google Images, we focused on simplifying the search for photos and images from all over the Web", added Edwards. "But with the evolution of the web and the modification, with mobile devices, of the way people search, the way people use Google Images also changes. Most people now use Google Images to find more information on a topic and to help them communicate and express themselves and find millions of GIF searches every day. "