Visible Measures, which is mounting its first real PR push at the DEMO conference today, has a lot to announce: Its product, for one, which has been on the market for a while, albeit somewhat under the radar, plus some $13.5 million in Series B funding from MDV-Mohr Davidow Ventures and General Catalyst Partners. Oh and it also acquired Vidmeter, a small startup that produces a Billboard-type list of the most popular videos on the web.
Visible Measures founder and CEO Brian Shin declined to provide details of the Vidmeter acquisition, but said it amounted to “a long-term relationship.” Vidmeter and its sister site, Vidmetrix, now have taglines saying they’re “a service of Visible Measures.”
Vidmeter’s services are quite similar to TubeMogul, a startup also doing a product launch at DEMO today (our story). Both companies help publishers send their video to lots of different sites so as to get the biggest audience. Boston-based Visible Measures, on the other hand, gets deeper into a video by partnering directly with a video-hosting service like Brightcove to watch what a viewer does in a video from the chrome of the video player. It’s a more intensive and less viral approach, but obviously provides better access to behavioral data than scraping play counts and such from YouTube (see screenshot below). With the acquisition of Vidmeter, Visible Measures can now offer both approaches.
We wrote about Vidmeter quite a lot last year, for its upload, tracking and analysis tools. At one point we actually played around with embedding its top videos list as a permanent widget on our sidebar.
Of the direct comparison with TubeMogul prompted by the coinciding DEMO launches, Shin said, “Our target is really more on the large media customers and the major advertisers, I think.” But while Visible Measures had boasted about “big, ‘three-letter’ media companies using its product” when we saw them at an event last year, today it listed Funny or Die, Hill Holliday, HoneyShed/Droga5, Boston.com and Streetfire.net as its flagship customers. TubeMogul, meanwhile, launched with Vuguru, Next New Networks and CBS Interactive.
But Shin also said he thought the coincidence of the two companies launching at DEMO would draw attention to the video metrics market, and we agree. We’ve said more than once we think this is an important emerging category. comScore, out of the big web analytics firms, is taking a video-specific approach, measuring video streams rather than page views with its irregularly released Video Metrix reports. Another startup in the space is divinity Metrics (our profile).