Visible Measures raises $10 million

Chris Caceres · March 26, 2009 · Short URL:

Measurement firm for Internet video publishers raises Series C round

 Visible Measures, a third-party measurement firm for Internet video publishers and advertisers, has raised $10 million in Series C funding. 

Northgate Capital led the round, along with participation from existing investors General Catalyst Partners and Mohr Davidow Ventures.  To date, Visible Measures has raised over $29 million.  

Founded in 2005, Visible Measures tracks more than 100 million videos across 150+ video sharing sites.  The company announced in September of 2008, that MTV Networks adopted its services for Internet video measurement.  

A great example of Visible Measures’ services can be seen in the case study of the viral Nike video in which Kobe Bryant jumps over a speeding car.  Visible Measures identified that the video was placed in over 250 unique locations across the Web.  Nike, placed the video in only 12 of those locations.  Visible Measures also tracked the video was viewed 16 million times and attracted 35,000 comments.  The company can identify whether those views were the original Nike seeds, or viral copies.  

The Boston based company, plans to use the funding to continue growth collaborating with large brand marketers and video publishers.

Check out Kobe jump over the car!

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Visible Measures’ technology provides analytics solutions to video publishers and video advertisers via a web-based suite of tools. First, video publishers and advertisers can utilize a Visible Measures plug-in that is compatible with most online video formats. As data is collected, subscribers can access rich behavioral and demographic data via Visible Measures’ web-based reporting suite. The company also allows its customers to leverage the data collected in their operations via the available APIs and data services included in Visible Measures’ reporting tools.

Founded in 2005, Visible Measures provides new capabilities and metrics that allow Internet video publishers and advertisers to understand audience behaviors and more accurately predict and analyze the success of Internet video programs. We accomplish this by capturing and measuring every video interaction in every video from every viewer, from play to pause to rewind to forward-to-a-friend and more. We work closely with our customers and partners to provide high value, high impact solutions to the challenges of audience valuation and content monetization.