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Zoom acquires video production assets from Liminal

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Zoom acquires video production assets from Liminal


Video meeting platform Zoom announced today that it has acquired assets from Liminal, a video production technology startup built largely off of Zoom’s SKD.

Two Co-Founders of Liminal, Andy Caluccio and Jonathan Kokotajlo, will also join Zoom as part of the transition.

Liminal’s solutions include their ZoomOSC and ZoomISO apps, which help connect Zoom with event control systems and hardware used for professional presentations in theaters, broadcast studios and other creative enterprises.

This addition caps off a series of events upgrades Zoom has implemented throughout 2021. Last summer, they rolled out Zoom Events, for all-inclusive virtual experiences, as well as ticketing, billing and access, all from a single portal.

More recently, they announced a pilot program for post-session ads that will enable events hosts to further monetize virtual conferences and events.

Why we care. Throughout most of the year, it looked like Zoom’s building out of Zoom Events was a pivot so that a leader in virtual communications during the pandemic could remain relevant when the world “opens back up.” 

By the end of 2021, with Delta and Omicron variants surging, virtual and “always-on” remote-access experiences look much more like a permanent part of every event marketer’s toolkit.

The new Liminal assets help solve for better production value on virtual events, as well as helping the workflow of the remote staff in producing these events.

Read next: 2022 Predictions: Customer Experience & Digital Experience.

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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MARKETING

Amazon announces AWS Clean Rooms

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Elon Musk has acquired Twitter

This week, Amazon announced AWS Clean Rooms, a service that will enable customers who use AWS Advertising and Marketing, as well as other data and media partners, to build data clean rooms. These clean rooms, which can be built in minutes, will keep data secure, while advertisers can use insights from the data to optimize campaigns and make other advertising and marketing decisions based on these insights.

“Using AWS Clean Rooms, customers can collaborate on a range of tasks, such as more effectively generating advertising campaign insights and analyzing investment data while improving data security,” said Dilip Kumar, vice president of AWS Applications, in a company release.

AWS Clean Rooms will become available in early 2023 in some U.S. markets, as well as in Europe and Asia Pacific markets.

Why we care. Through a number of partnerships over the last year, clean rooms have become more widely available for campaigns on the open web, as well as within “digital giants” (aka walled gardens) such as Amazon.

By including partners across identity, measurement and media, AWS can provide clean rooms for advertisers to execute campaigns outside of Amazon while gaining intelligence on campaign performance, all while keeping customer data secure.

Media partnerships. For instance, Fox Corporation is on board with their sports, news and entertainment properties. “It can be challenging for our advertising clients to determine how to best leverage our deep, differentiated set of data sources to optimize their media spend across our combined portfolio of entertainment, sports, and news brands, which reach hundreds of millions of monthly viewers,” said Lindsay Silver, senior vice president of data and commercial technology at Fox Corporation, in a release. “AWS Clean Rooms will enable data collaborations easily and securely in the AWS Cloud, which will help our advertising clients unlock new insights across every Fox brand and screen while protecting consumer data.”

Additionally, DISH Media will allow advertisers and agencies to run their own analysis in AWS Clean Rooms to optimize future campaigns across their audience of 31 million consumers.

Identity. Amazon says new identity capabilities will roll out to advertisers in the coming months to help brands match and link customer records across channels without compromising anonymity. They’ve announced information services company Experian as an AWS Clean Rooms partner in helping brands enrich their first-party data.

“By combining Experian’s identity resolution capabilities with AWS Clean Rooms, customers can securely unify and analyze their collective data to derive deeper insights and deliver more personalized customer experiences,” said Aimee Irwin, senior vice president of strategy and partnerships at Experian, in a statement.

Measurement and analytics. Comscore is also signed on as an AWS Clean Rooms partner. This means that they will be using the AWS cloud to host brands and connect them to Comscore’s Media Metrix suite, powered by Unified Digital Measurement 2.0 and Campaign Ratings.

These partnerships insert the AWS Advertising and Marketing cloud into the digital ad ecosphere at a time when privacy and first-party enrichment are top priorities for brands.

Dig deeper: Why we care about data clean rooms


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About The Author

Chris Wood

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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