×
You will be redirected back to your article in seconds

Giphy Partners With Vimeo to Combine Gifs With Videos

Gif powerhouse Giphy is getting ready to more closely align itself with existing video platforms: Giphy launched a partnership with IAC-owned Vimeo Thursday that will combine Gifs with Vimeo videos, giving users the ability to switch between short Gif clips and the original source videos, complete with sound.

At the center of the new partnership is Giphy’s new embed player, which the company is promoting as a simple way to bring Gifs to third-party websites. The new version of the player, which launched Thursday, also includes the original video for any Gif that was generated from a Vimeo video. Users simply have to click on the Vimeo icon within the player to switch to the video to watch the clip in its entirety.

“Gifs and videos always had a relationship,” said Giphy’s director of brand strategy Julie Logan. With the new player, Vimeo now wants to make this a two-way street, and help video producers drive traffic to their original works. That’s especially helpful if those original videos are part of a branded content deal, and every video view may be important to their bottom line. “It’s going to be a powerful tool for creators,” she said.

However, there’s one caveat: Giphy is only able to embed both the Gif and the source video if it actually knows which Gif a video is from. The company already encourages uploaders of Gifs to link to the source of a video, and Giphy’s Gif creation tools automatically add such a source link — but Giphy isn’t able to embed the original video if a user happens to upload a Gif from a Vimeo clip without mentioning or even knowing the source.

Ultimately, Giphy may add some kind of automatic fingerprinting or content recognition solution to its service to automate this process, said Logan. “This is the first step for us.” The company also plans to add support for additional video hosting platforms to its embed player in the future, said Jason Stein Giphy Director of Business Development: “We ultimately want this technology to work across the internet.”

More Digital

  • Missing Link Laika Studios

    ‘Missing Link’ Again Tops Studios’ TV Ad Spending

    In this week’s edition of the Variety Movie Commercial Tracker, powered by the TV ad measurement and attribution company iSpot.tv, Annapurna Pictures claims the top spot in spending for the second week in a row with “Missing Link.” Ads placed for the animated film had an estimated media value of $5.91 million through Sunday for [...]

  • Sirius Logo

    SiriusXM Unveils $8 Essential Plan for Consumers Without Cars

    SiriusXM wants to cater consumers without cars, or cars without compatible stereos, with a new $8 plan for mobile and in-home listening. Dubbed SiriusXM Essential, the plan offers access to 200+ channels featuring the network’s entire music programming, as well comedy, news and select sports channels. Consumers will be able to test the new plan [...]

  • Mueller Report Book Editions Top Amazon's

    Mueller Report Book Editions Shoot to Top of Best-Seller Lists at Amazon, Barnes & Noble

    Robert Mueller is now a best-selling author. Book publishers’ forthcoming editions of the special counsel’s report zoomed to the top of the Amazon’s and Barnes & Noble’s lists of book best-sellers Friday. That comes a day after the report was publicly released, culminating the nearly two-year investigation into Russian interference in the 2016 U.S. election [...]

  • Marques Brownlee - Retro Tech

    YouTube Orders Marques Brownlee 'Retro Tech' Original Series

    YouTube has turned to one of its homegrown stars — technology vlogger Marques Brownlee, aka “MKBHD” — for its newest original series. The video platform has greenlit series “Retro Tech” featuring Brownlee, in which he’ll unbox and review vintage technology products that have defined pop culture. The show, slated to debut in December 2019, follows [...]

  • Netflix Tests Random Episode Button in

    Netflix Starts Testing Random Episode Button

    Netflix is testing a button to play random episodes of select TV shows, the company confirmed Friday morning. “We are testing the ability for members to play a random episode from different TV series on the Android mobile app,” a Netflix spokesperson told Variety. “These tests typically vary in length of time and by region, [...]

  • Netflix Our Planet Sophie Darlington

    Netflix's 'Our Planet' Roars to Life With Work by Top Wildlife Cinematographers

    In terms of scope, production time and — very likely — budget, Netflix’s “Our Planet” is one of the most ambitious projects from the streaming service to date. Narrated by David Attenborough and made available worldwide on April 5, the goal of the eight-part series is to capture diverse habitats across the globe and highlight [...]

More From Our Brands

Access exclusive content