×

Zefr Buys Social-Marketing Startup Engodo to Expand Beyond YouTube

Zefr, which has focused on delivering tools for managing and optimizing YouTube videos, acquired social-media advertising startup Engodo as it looks to broaden marketing capabilities across a bigger digital sphere.

Engodo’s system is designed to match up brands on social media with the right creators on Vine, Instagram, Pinterest and Snapchat as well as YouTube, Facebook and Twitter. Zefr issued $886,939 worth of its stock in connection with the Engodo deal, according to an SEC filing; the deal possibly also included a cash component.

According to Zefr co-founder Zach James, Engodo’s focus on social platforms is a “perfect complement” to what Zefr has been doing for years on YouTube. “We saw what they were doing on Instagram, Vine and Snapchat, and knew we had found the right technology team to increase our reach cross-platform to help brands truly identify their biggest influencers,” James said in announcing the deal.

Zefr manages and monetizes professional rights for Hollywood studios and music labels. The company’s BrandID service is aimed at helping marketers identify their biggest fans, influencers and topics on YouTube and engage with them.

SEE ALSO: YouTube Software Developer Zefr Raises $30 Million Round Led by IVP

Deal comes after Zefr in February raised $30 million in a new financing led by Institutional Venture Partners that included participation from existing investors U.S. Venture Partners, Shasta Ventures, First Round Capital and Richmond Park Partners. It has raised about $53 million to date. Subsequently Zefr sold the MovieClips YouTube channel to Comcast’s Fandango.

Engodo’s three founders — Trygve Jensen, Brock Luker and Neal Williams — are joining Zefr as part of the acquisition. Zefr is based in Venice, Calif., with offices in New York, Boston and Chicago, and will retain Engodo’s office in Provo, Utah.

“Zefr is the thought leader connecting brands and fans through technology. We knew we could do more with Zefr, and we wanted to be part of that growth,” Jensen said in a statement. “The opportunity provided by combining Zefr’s leadership and Engodo’s assets completely changes the landscape of influencer marketing.”

Zefr’s media customers include Universal Pictures, Paramount, Warner Bros., Lionsgate, MGM, The Weinstein Co., NBCUniversal’s Bravo, Broadway Video’s Saturday Night Live, Sony Music and Warner Music Group. The firm says it manages more than 375 million online videos and tracks over 31 billion video views a month.

Privately held Zefr does not disclose financials but claims it has doubled annual revenue in each of the last three years. The firm was founded in 2009, initially launching as the MovieClips channel on YouTube.

More Digital

  • BTS World

    BTS World Mobile Game From K-Pop Group Rockets to No. 1 Spot on App Charts Worldwide

    BTS, the biggest K-pop group in the world, now has the biggest app in the world. “BTS World,” a mobile simulation game that lets fans virtually become the South Korean pop stars’ manager, quickly rose to the top of Apple’s App Store charts in multiple countries just hours after its release on Wednesday, June 26. [...]

  • Discovery Names Andrew Georgiou Eurosport and

    Discovery Taps Andrew Georgiou as Eurosport and Sports Rights Boss

    Andrew Georgiou has been appointed president of Discovery-owned Eurosport. The sports channels and streaming service has been without a chief since Peter Hutton left for Facebook. Georgiou assumes a wider role than Hutton, running Eurosport as well as overseeing sports rights and marketing across Discovery. It has been moving aggressively into the sports sector, licensing [...]

  • Can a Studio Make Movies for

    Listen: Can a Studio Make Movies for VR?

    STX Entertainment is best known for movies like “The Upside” and “Ugly Dolls,” but it also has a division dedicated to creating virtual-reality movies like the recent action short “The Limit.” STXsurreal is working on over a dozen films in a variety of genres, according to its founders, Rick Rey (pictured, right) and Andy Vick. [...]

  • Kathryn Friedrich

    Condé Nast Entertainment Taps Ex-RYOT Studio Head Kathryn Friedrich for New Role

    Condé Nast Entertainment hired Kathryn Friedrich, a YouTube and Google alum who most recently headed Verizon’s RYOT Studio, to the newly created role of EVP, operations and general manager. Friedrich started in the new gig this week, reporting to Condé Nast Entertainment president Oren Katzeff, who joined the company last year from Tastemade. Based in [...]

  • NRA TV

    NRA Scuttles Original Production for Streaming-Video Site

    The NRA will shut down production of new content for its streaming-video NRATV outlet, The New York Times reports. The report said the gun-rights lobbying organization may continue to run older content on the broadband outlet, but it will no longer feature Dana Loesch and other regular hosts in live programming. The demise of programming [...]

More From Our Brands

Access exclusive content