Not content with only going after TV advertisers’ budgets, YouTube is also chasing down dollars from smaller advertisers who might already be spending money in digital but not yet on video.

The Google-owned video service has acquired mobile video startup Directr, the companies said on Wednesday, part of an effort to make it easier and cheaper for small businesses to create video ads. The two-year old Directr currently offers tools for small- and medium-sized businesses to create low-cost videos for a monthly fee. YouTube plans to continue to offer those tools but now at no cost.

A YouTube spokesman declined to comment on the deal’s price and referred a request for comment to the company’s announcement.

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