Published: Thu, March 29, 2018
Money | By Michele Stevens

Google acquires Tenor to improve mobile GIF sharing

Google acquires Tenor to improve mobile GIF sharing

However, financial terms of the deal were not disclosed. "We've continued to evolve Google Images to meet both of these needs, and today we're bringing GIFs more closely into the fold".

"Tenor surfaces the right GIFs in the moment so you can find the one that matches your mood", Cathy Edwards, director of engineering at Google Images, said in a post.

This does not mean that Google is maintaining separate indexes for desktop and mobile.

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The news underscores the importance of visual shorthands like GIFs in communicating on mobile as well as Google's desire to not be shut out of an increasingly popular mobile marketing tactic. Company reps previously told Quartz that it aims to put a Tenor GIF search box in every keyboard and interface, mirroring the ubiquity of Google's search box.

Clearly, we can expect more GIFs in various Google services and apps in the future.

The two companies appear to be well-aligned.

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Companies in all industries should take this change seriously, as their ranking in the search engine could directly impact their business. The company learned early on that less is more when it comes to search. They pay the firm up to $500,000 to run sponsored GIFs, short moving digital images, inside search results.

To pull in revenue, Tenor has been partnering with companies such as Dunkin' Donuts and Warner Bros to launch GIF campaigns that can touts their brands and upcoming products. In addition, 22% of the group has sent branded emoji, emoticon or image content in a message. Magid found that 43% of consumers believe GIFs help them communicate better, compared with 9% who think they do not help them communicate better. For example, it began to boost the rank of mobile-friendly webpages on mobile search results back in 2015, and more recently said it was adding a signal that uses page speed to help determine a page's mobile search ranking.

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