Gaining advanced branching video technology as well as customers including Mercedes, EMC Dell and eBay, video technology provider Kaltura has acquired interactive personalised video start-up Rapt Media.
Rapt Media, which was founded in 2011 and raised $12 million in funding, offers customers interactive video technology for a range of uses cases. The acquisition, for an undisclosed amount, of Rapt Media’s branching video tools, in which viewers are guided through different video paths depending on their behaviour or selection at each level, are seen as a natural addition to Kaltura’s existing range of video engagement capabilities, including its interactive video quizzes, editing tools, in-video calls-to-action.
“What an honour it is for our vision and technology to be recognised by a video technology powerhouse like Kaltura,” said Rapt Media CEO Erika Trautman. “I am excited that Rapt Media customers can now benefit from Kaltura’s wide range of video solutions and easily expand their video strategy to support any use case that may arise today and in the future.”
“We are excited to acquire Rapt Media and incorporate its unique video-branching technology into our portfolio of video solutions for any organisation,” added Ron Yekutiel, chairman, CEO, and co-founder of Kaltura.
“Video is the most engaging medium, and videos that are personalised and interactive make for the most lean-forward and engaging experiences of them all...we are leading the charge in video interactivity and personalisation and investing heavily (and acquiring) in the areas of smart video analysis, analytics, and AI tools. Our goal is to automate the real-time creation of personalised video and extraction of rich metadata, to optimise their delivery at the right time to the right audience, and to offer them the most engaging video experience.”
