Fullscreen, owned by Otter Media, recently acquired Reelio, an influencer marketing platform.
Reelio operates with data-driven technology to help brands, agencies, and publishers extend their reach to millennial and Gen Z audiences. The financial terms of the deal have not yet been disclosed.
The new acquisition is intended to create Fullscreen’s portfolio of services for brands that would help reach digital creators who target younger audiences. Reelio’s platform will integrate into Fullscreen’s effective immediately. While this transition takes place, Reelio’s existing customer base will continue to have access to its platform and the complete gamut of Fullscreen’s brand services to deliver more value. Reelio has approximately 50 employees who will join Fullscreen’s team and the acquisition will be led by Fullscreen’s General Manager Pete Stein.
“The integration of Reelio’s platform into our network brings us one step closer to building a complete solution for the future of brand marketing, which we believe will be social-first and content-driven,” said Stein. “The strength of Reelio’s data, technology, and team will be a huge asset to our company, and we’re excited to work alongside them as we continue to enhance our influencer marketing offerings.”
Founded in 2012, the startup is described by its investors as “the Match.com of brands and creators on YouTube,” gathering data about video creators and fixing them with marketers who want to use their skills and reach their audience. In the past, Reelio raised $8 million from investors such as e.ventures, and VC firms such as Phillip Schindler, Lorne Michaels, Tremor Video founders Jason Glickman and Andrew Reis, and former Sony Music president Thomas Hesse. The startup stated that it has partnered with clients such as Hearst, Reader’s Digest (now known as Trusted Media Brands), and Specular Theory.
Reelio’s CEO and co-founder, Pete Borum will join Fullscreen in the acquisition process. He said, “Reelio, like Fullscreen, has a focus on quality and relevance over quantity on our platform, ensuring that brands discover talent who are a natural fit for their campaigns and will provide the highest ROI.”