U.K.-based multi-channel network BuzzMyVideos has purchased Italian tech startup MakeTag, the network has confirmed.
The move marks the MCN’s first acquisition, and comes as it looks to expand its creator network and digital video reach across Europe and beyond.
BuzzMyVideos — founded in 2012 by former Google execs Paola Marinone and Bengu Atamer — currently represents 5,200 influencers from 100 countries. Among its top talents are Turkish gamer New Game New Day (real name Enes Batur, pictured, with 995,000 subscribers and 266 million views on YouTube) and German’s PortraitPainter Pabst from Germany (202,000 subscribers, 27 million views).
In November, the MCN reported it had hit 500 million monthly views across all channels, and has set a goal of reaching more than 600 million monthly views in Q1 2016. Most of that traffic (80%) comes from outside the U.S.
The purchase of MakeTag (which includes the company’s tech team) is engineered to help the network reach those targets. The company creates tools that allow video creators to add tags to their videos in real time and distribute it to social networks, websites and mobile apps. The interactive video means a viewer can engage more with the content and, like a videogame, provides an easier call-to-action for advertisers.
Along with the acquisition, BuzzMyVideos will also invest in a new international development hub in Cagliari, Sardinia, and will be hiring more developers to boost its tech capabilities, the company confirmed in a media statement.
The network declined to disclose the price associated with the acquisition.
In an earlier interview, a rep for BuzzMyVideos identified Turkey and Italy as core growth markets, as well as both Spanish and English-speaking markets.
The MCN joins a number of international networks looking to capture a larger share of digital video traffic globally. Last year, Swedish media company MTG purchased a majority share in Europe’s largest MCN Zoomin, as well as Splay, while Collective Digital Studio merged with German MCN Studio 71 to form CDS71.
Media buying agency ZenithOptimedia predicts that daily views on global digital streaming video will increase by nearly 20% this year, with more than half of that growth coming from mobile devices. Meanwhile, global ad spend on online video is expected to increase from 8.8% in 2012 to 12.8% in 2017.
Pictured: Combined BuzzMyVideos and MakeTag team