AOL Buys Kanvas, Ups Multimedia Mobile Experience
Not unlike other content editing tools on the market, today, Kanvas’ flagship product features different editing modes for users to craft “artsy” GIFs, slow motion and time-lapse videos, animations, drawings and slideshows.
Kanvas Keyboard lets users share animated GIFs and stickers in any mobile conversation, while Kanvas for Messenger gives users access to multimedia editing tools directly from Facebook Messenger.
Already headquartered in New York City, Kanvas Labs will be integrated into AOL’s global headquarters in the Big Apple.
These days, GIFs — short for graphics interchange format — are everywhere.
Somewhere between a still picture and an animated video, the hypnotically looping formats have long since overtake the Web, including countless ad campaigns.
Adidas, for instance, recently offered users an embeddable GIF of their experiences interacting with a broader Boost campaign. “Boost Yourself” booth photographs were transmitted to virtual Boost capsules on the campaign’s visual wall.
Hulu recently launched a Gif search engine powered by Tumblr, which lets people search and discover TV-related GIFs by Shows, Actions, and Reactions.
Even Facebook recently softened its GIF policy to allow them in Page posts and “boosted” posts. Early brand partners include Wendy’s and Kuat, one of Coca-Cola’s Brazilian soft drink brands.