January 28, 2008

Visible Measures Raises $13.5 Million B Round; Releases Software To Track Video Engagement

Erick Schonfeld

7 comments »

Video is one of the biggest opportunities on the Web, but it is also one of the biggest black holes. Just because someone hits play on a Web video doesn’t mean they watch it all the way to the end. Boston-based startup Visible Measures is going to try to rectify that with new audience behavior measurement software it will be launching at this week’s DEMO conference. The data-collection software captures every play, pause, rewind, and e-mail-to-a-friend button that viewers click on while watching videos on a given site. Video sites with a higher level of engaged viewers will be able to then take that data to advertisers and try to negotiate for higher ad rates.

Visible Measures is also announcing a Series B financing today of $13 million, led by Mohr Davidow Ventures. General Catalyst, who led the company’s $5 million Series A in March, 2007, participated in this round as well.

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micfo.com

January 28th, 2008 at 4:47 am

I don’t see any unique features there.
JF

January 28th, 2008 at 6:07 am

Micfo,

Who else does this for video? I think this technology could fundementally change the economics of online tv. What was once hype can now be measured, maybe not to a fine degree like adwords, but certainly better than existing CPM’s. In any case its a huge market, they have a unique value prop, and a stellar logo, nothing but big things for them going forward.
corwin155

January 28th, 2008 at 7:49 am

just a fancy way of tracking your ever click
FaceySpacey Web Development

January 28th, 2008 at 8:13 am

These containers that companies can make for analytics (e.g. Clearspring’s container you load .swfs into) seem to be a very successful business model. Offer some tools for free, but ultimately control the container .swf!

My Clearspring killer, OrganicIncentive.com, does the same thing. Feel Free to check it out.

James
from
FaceySpacey.com, Your One Stop Social Media Shop
J. Hertzon

January 28th, 2008 at 9:28 am

Micfo sounds under-informed, and JF sounds like a corporate shill. I side with JF though, no matter. Advertisers and ad agencies are going nuts trying to measure what is really important. Today, that is measured in views or click-throughs. Advances like these track what is really important - did the user watch the whole thing? If all they did was press Play, and then switch pages, perhaps the advertiser is getting the short end of the stick, or maybe they should learn how to make more interesting ads!
Jasper K.

January 28th, 2008 at 10:47 am

This article sounds a little vague, but if they can measure what people do with video, and they’ve got that much funding, it seems pretty interesting. Doesn’t seem like quantcast though.
Carlos

February 27th, 2008 at 12:06 pm

So, at the end of the day, does anyone really knows how this operates? Is this a spyware-like solution that gets installed in someones computer (i.e user will allow for their behavior to be tracked)? Or if not, and if this is happening at the host, how does the company can see when a user views the video on a partnering site (i.e youtube)?