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GIFs have become a natural extension of language, especially with younger consumers, and Google's acquisition likely signals a new medium that requires search-and needs to be rationalized.
Founded in 2014, Tenor offers a platform for animated GIF searches offered through both its own tools and through an application programming interface that allows integration with third-party tools. Which is apparently a rapidly growing market that Google wants to tap into.
Tenor will continue to operate as a separate brand within Google, the company said in a blog post.
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Today, Google announced that they have acquired Tenor, a popular GIF search engine in order to improve its GIF capabilities in Google images, Gboard, and more.
In addition to assisting Google with surfacing GIFs in image search results, Tenor will be integrated into other Google products, like Gboard. It doesn't hurt that the files are also smaller than videos; making them far more suitable for a mobile first world. Tenor sees itself as a search business that's central to mobile messaging, the company's Chief Business Officer Jason Krebs told Marketing Dive earlier this year. Which only means that it is a matter of time before one of Google's competitors take notice and buy it up as well. The platform said it had over 300 million users a year ago and processed more than 12 billion searches last month.
Prior to the acquisition, Tenor had raised $32 million. "With their deep library of content, Tenor surfaces the right GIFs in the moment so you can find the one that matches your mood", Cathy Edwards, a Google director of engineering, wrote in a blog post. The platform launched sponsored GIFs in late 2017, and has since worked with "dozens of major brands" for sponsored content, as well as set up content partnerships to source images from the likes of 20th Century Fox, 21st Century Fox, DreamWorks, Netflix, NBCUniversal, Paramount, Showtime, Sony, Warner Bros., Viacom, Vevo, etc.
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