Every marketer's heard the message — you need more video content and you need it now. 

Until cloud computing, incorporating video content was difficult and expensive to do. While challenges remain, it’s getting cheaper, with more companies entering the market. 

The latest contender? Google.

The company announced it has agreed to buy Anvato, provider of a video encoding, editing, publishing and distribution platform in the cloud.

In a statement about the buy, Google said the Anvato software and team would join the Google Cloud Platform.

Anvato's Over-the-Top Offerings

Founded in 2007 by Alper Turgut, the Mountain View, Calif.-based Anvato’s Media Content Platform creates multiple adaptive bitrate streams for uninterrupted playback on any device or website.

It serves both publishers and advertisers by providing a media content platform with live and on-demand video management, syndication, monetization and analytics.

The platform enables broadcasters to capture live broadcasts, edit live and syndicate to web and mobile devices in near real time. Publishers can monetize live streams with dynamic and user-targeted ad insertion. It also allows advertisers to track campaign effectiveness and optimize ad revenue.

Google did not reveal financial details of the deal. According to LinkedIn the company has less than 50 employees and has raised $2.55 million in two funding rounds since its founding.

While small in size, in terms of what Anvato brings to the table product-wise, it is punching above its weight. Anvato counts a number of large media companies as customers including NBCUniversal, MSNBC, CBS, Univision and HGTV among others.

In a blog post about the deal, Belwadi Srikanth, senior product manager at Google explained that the acquisition is a response to the growing use of over-the-top (OTT) technologies which have emerged as a critical platform for delivering rich audio, video and other media via the internet.

Over-the-Top Technologies enable the delivery of media assets over the internet without the involvement of a multiple-system operator in the control or distribution of the content — in other words, users get the content they want without the need to subscribe to any service.

“With OTT adoption rapidly accelerating, the Cloud Platform and Anvato teams will work together to deliver cloud solutions that help businesses in the media and entertainment industry scale their video infrastructure efforts and deliver high-quality, live video and on-demand content to consumers on any device — be it their smartphone, tablet or connected television,” Srikanth wrote.

Google Cloud Makeover?

Anvato provide a clear piece to the Cloud Platform for Google, whose lack of mainstream video offerings made it a hard sell for media companies. 

In comparison, Microsoft already offers media and video streaming services through Azure Media, and Amazon offers both dedicated media services through its web platform and owns a company called Elemental, which offers comparable services to Anvato.

In a statement about the acquisition, Zacks Equity Research said it expected the buy would help Google’s cloud business win video-dependent industries as it will now be able to offer scalable media processing and workflows in the cloud.

Google hasn’t divulged its plans for Anvato yet, but with video creeping into every part of the enterprise and quality video streaming across devices increasingly important, we can expect to hear more news from the video streaming world in the months to come.