Tenor Inc

Tenor — the startup founded in 2014 developing the platform for indexation and keyword-based search (usually describing an emotional status of the user) web animation in the GIF format.  By the end of March, 2018 at least once a month more than 300 million users who make over 12 billion search queries address service. The Tenor service has a version for browsers and mobile application. The Giphy service is considered one of main competitors of Tenor.

History

2018: Google purchased Tenor

At the end of March, 2018 the American company Google announced Tenor purchase, but did not set the price of the transaction, as well as other terms of agreement. It is known only that Google will save the Tenor brand and will use technologies of the company in the service of search of images Google Images.

Google purchased the platform of search of web animation Tenor

Thanks to the extensive library of content Tenor displays suitable for GIF animation for each case that users could find what corresponds to mood. Tenor will help to improve efficiency of a Google service of Images and other products using GIF animation as, for example, Gboard [the corporate keyboard of Google for Android - a comment of TAdviser] — Cathy Edwards, one of heads of department of Google Images noted.

Tenor works with advertisers and inserts specially created animation in search issue. In March, 2018 the Bloomberg agency reported that the companies pay Tenor from 100 to 500 thousand dollars for advertizing in GIF анимациях which join in results of search issue.

With respect thereto Tenor purchase by Google company at which the most part of income is the share of advertizing looks logical. Google constantly looks for new methods of interaction with marketing specialists against the background of strong competition from Facebook, Amazon and Snapchat, notes the Quartz edition.^[1]

Notes