Blog Post

3 Up-and-Coming Video Analytics Startups

Today web analytics giant Omniture said it would start tracking video, joining video-focused startups like Visible Measures and TubeMogul as well as leading research firms comScore and Nielsen.

Omniture’s announcement gives us a good reason to round up a few up-and-coming video analytics startups we’ve run into over the last couple months. Click on the thumbnails to see a sample screenshot from each company.

divinity.pngdivinity Metrics
Location: San Francisco
CEO: Rajeev Kadam
Employees: would not disclose
Funding situation: “pre-Series A”
Customers: would not disclose, but said some advertising agencies and television networks are beta-testing
Company blog
Description: Tracks official and unofficial videos for content producers and advertisers, is launching this week a brand index to track the companies that get the most mentions (both positive and negative) in online video.

Location: Montreal
CEO: Loic Guillard
Employees: 7
Funding situation: seed money, raising additional capital now
Customers: Worldwide Entertainment Group is beta-testing
Company blog
Description: Similar to Visible Measures, requires a video player that takes note of watchers’ activities.

Location: Cambridge, Mass.
Employees: 5
Funding situation: raising capital
Customers: opened to the public on Feb. 25
Company blog
Description: Service allows users to keep track of their presences on YouTube, MySpace, Flickr, Revver and Dailymotion.

What are the exits for these? Well, Visible Measures acquired Vidmeter, but longer term it’ll probably be the bigger analytics firms and companies like Google. Right now I think it’d be good for these companies to get some more traction before they worry about raising money and all that comes along with it.

11 Responses to “3 Up-and-Coming Video Analytics Startups”

  1. JohnM and JohnnyBoyD,
    We at TubeMogul have had a few issues in the past several weeks, but you’re incorrect to note that it’s an issue with scraping technology. The reality is that our data from video sharing sites is only as good as the data these partners provide us. For example, YouTube stats got funky on us Feb 11, which they were great to point out in an alert on their site ( But other data issues go unannounced. Try going to Yahoo! video, choosing a video, and clicking refresh several times and watch the counter. The views often go up and then back down (this is a known issue and they are working to fix it).

    The good news is that everyone recognizes the need for better data, and this is a priority for both the video sharing sites and the analytics providers. It’s also relevant to note that advertisers and agencies are used to much looser data from large, well-established analytics companies, whether it be on clicks or television viewing, and many analytics companies have recently been castigated for inaccuracies.

    We recognize the recent data issues in our reporting and have been working closely with our partners to resolve any issues so that as this nascent industry grows, their will be complete confidence in the metrics.

  2. Patrick – We have been talking a lot internally about providing that feature. We are planing to add it eventually. But since we support all sorts of assets (photos, blogs, music ) and not just videos, it makes it a little more challenging to implement. We are also looking at users feedback to help us decide when and how. So it’s not our top priority now, but it’s up there (your comment just added a +1 vote to it though :-) ).

  3. Liz,

    Thank you for mentioning

    I wanted to point out a couple of things about Traackr.

    We are not providing stats just for videos but also allow our users to track the rest of their digital creations: photos, blog, music …

    And while analytics are a big part of what we do, our goal is to really help content creators better understand who their audience is, offer strategies to improve net influence and help them promote themselves better.

    So come visit us and register … it’s free!

  4. I have to agree with Loic’s last comment. The video analytics universe is quite confusing at the moment for most people. We’re seeing segmentation of the industry with different technological and market approaches.

    A few years back, you would only rely on logs, which is still good for some technical purposes. But today, more innovative and efficient approaches are using tags and analyzing user behavior.

  5. LucasM

    I don’t think Traackr goes in the same category as TubeMogul or Vidmetrix. They seem more interested in measuring the digital footprint of their users than simply how their videos perform. They call it users’ Social Net Worth. Sounds interesting but I’m not sure what’s behind it. I signed up for an account so I guess I’ll see when my stuff gets on Traackr…

  6. I think we have to inform people about different tools that measure online video or it will become confusing. Like it is for Webanalytics technologies » site centric, server centric (logs), user centric (panels).

    Streametrics and Visible Measures analyze online video behavior in terms of time and content consumption. Those two companies develop advanced tracking reports for publishers and advertisers. They track specific interactions within the video (play, pause, skip, rewind, fast-forward, connections, completions, duration, geolocation).

    Tubemogul and Traackr as for Vidmetrix (acquired by Visible Measures) are offering a free service that provides a single point for deploying uploads to the top video sharing sites and gives basic analytics on views (play clicked), comments and ratings.

    Divinity Metrics “would not disclose ;-)” seems to be more in relation with targeting online audience by positioning brand video across the Web. In other terms knowing from where and who is consuming a certain brand video when it’s getting lost over a large amount of Web site.

    What do you think?

  7. JohnnyBoyD

    First poster is right on their data. It is okay at best. They need to fine tune their scraping technology because half of the time the charts are completely off the wall. If I was a content creator dependent on advertising, there is no way I could rely on that data. Looking forward to the newcomers having more depth.

  8. JohnM —

    Hey, it’s still part of this space. We are starting to see a split between internal publisher video analytics and external analytics, just like everywhere else. I agree TubeMogul does need to get deeper data, though.