Google looks to boost mobile advertising revenue by buying two startups

The search giant has acquired two-person startup Directr, which helps small businesses create marketing videos using mobile devices, and Emu, a mobile startup that offers a Siri-like tool that offers consumers relevant links.

Zak Stambor

With an eye toward bolstering advertisingrevenue, Google Inc. has acquired two mobile-related startups. Terms of the deals were not disclosed.

Directr is a two-person startup that offers a mobile app for Apple’s iOS platform that seeks to make it easy for small businesses to create short marketing videos using an iPhone or iPad.

While Directr had charged for most versions of its app, Google will make all versions free once the deal closes. The two-year-old company’s two employees will join YouTube’s video ads team.

“For now, everything you love about Directr is staying the same and we’ll continue to focus on helping businesses create great video quickly and easily,” Directr writes in a blog post.

Google also acquired Emu, which offers a Siri-like personal assistant app that can help a consumer perform such tasks as scheduling a lunch date, sharing his location and setting a reminder.

The technology uses artificial intelligence, machine learning, and natural language processing to understand the messages’ content and context. It then adds relevant information—for example, in the case of the lunch date, the addresses of nearby restaurants. That ability to add relevant information could provide Google with another way to deliver mobile ads to consumers.


Google, Mobile, mobile advertising, mobile commerce, online advertising, YouTube