Name: GIFのビジネス。今と昔 (The business of GIFs: Then and now)
Uploaded: 2021-01-14T07:38:32.000Z
Duration: 5 min 14 s
Description: VoiceTubeの動画で発音を聞きながら英語表現を覚えよう！学べる英語：

the GIF is one of the Internet's most
loyal friends. And the story of people

trying to make money off the GIF is one
that goes back to the earliest days of the internet.

基礎受動態

The graphics interchange
format was invented by this guy in 1987.

It wasn't long before people try to use this technology for business.

The biggest operation was a website
called Animation Factory which produced

and sold GIFs of every imaginable variety.

"It seems like they set out to try and
animate the entire world, starting with

the most arcane and bizarre
ideas they could think of."

That's Alex Goldman he's the co-host of
one of my favorite podcasts called Reply All

He recently ran a story about Animation
Factory's rise in the late '90s.

"I gotta say my favorite is: there is a
faceless man and he sort of wriggling

"There are tens of thousands the owners
say that there's something like half a

"There was a time on the internet when
these animated GIFs

wre the thing you would decorate your
website with. There was no aesthetic for the internet."

Who knows who needed this
image of a guy with an automatic hammer machine

but someone did and Animation
Factory was there to make it.

"The business model of Animation Factory was
if if there's something that someone may

have wanted one of, we're going to make
15 of that thing."

"amazingly that was a viable business
strategy in like the late 90s early 2000s."

Alex said that he heard from
someone who was on the board of the

company that owned Animation Factory in
the early two thousands.

"He told me that animation factory in at
a day was making about 2 million dollars a year in profits."

"I mean the internet of the late nineties
and early two thousands was a pre blog world.

"it was before the internet had templates
that allowed people to easily make

mid 2000s, web design was informed by
professional standards. Blogs showed up

with their standardized templates and
GIFs lost their place as the design

then something started happening around
the late 2000s that would pave

the way for a GIF renaissance: Bandwidth
improved and people started making GIFs

out of existing video content, not for
web design purposes but solely as a mode of expression

the rise of places like Tumblr and Reddit
meant there were more places to put

these little bite-sized expressions.
GIFs were back.

The gift Renaissance also spurred on
some huge business ventures surrounding

"We're biologically wired for visual
consumption and communication."

That's Adam Leibsohn, the chief operating
officer of Giphy which is the biggest of

the new GIF companies. They're basically
a GIF search engine and they plan to

make money by partnering with huge
brands to create GIFs of that brands

content that people can share in their
day-to-day communication.

"So, traditionally an advertiser would
have to spend a lot of money to get

their message through the market and
they're using all this stuff to

interrupt your experience and they're
just hoping that like that message will

sink in. And we're making it a bottom-up
approach in that we're making this

content accessible and expressive. People
are taking those branded objects--that

piece of Game of Thrones, that clip of
Seinfeld, and they're sending it to their

friend. Instead of the brand shoving the
message on somebody's throat, people are

the ones being the brand ambassadors. They are
self identifying with the content

they're endorsing it because they sent
it to you and you're both bonding over it

emotionally because you're using it to
communicate."

So while you might send a GIF of Zach
Braff expressing exactly what you need

to tell a friend, Hulu sees this as
advertising for their show scrubs.

If advertisers looking for "engagement"
with their content

it doesn't get much better than this. Big
production studios see this is a way of

sneaking little advertisements in to
your email and text feeds and they may

be willing to pay big bucks for
partnerships with places like Giphy.

But as of now there are no paid gifts on the
site and Giphy says that they don't

have specific plans on if or how they
will mark sponsored gifts as advertisement

For now they seem to be focused on
making GIFs ubiquitous and accessible

"You can't
buy an ad inside of our iMessage

conversation that's just never gonna
happen."

'And venture capitalists seem to think
that this is a safe bet as well: Giphy is

valued at 300 million dollars
even though doesn't even make money yet.

"Everyone searching for content anyways,
everyone searching for expressive

they're really searching for that
content translated or sort through the

lens of whatever is the cultural
phenomenon of the moment whether it's

Game of Thrones or some other new movie
or some other big TV show. From an

advertising standpoint what we're
suggesting is we should be doing more."

字幕リスト動画再生

GIFのビジネス。今と昔 (The business of GIFs: Then and now)

sort

phenomenon

content

insane