With Release of Tubular Video Ratings and Media Property Scoring, the Company Solidifies Its Position as Leading Provider of Cross-Platform, Online Video Measurement
MOUNTAIN VIEW, Calif. – Tubular Labs, the worldwide leader in online video intelligence, announced it has raised $10 Million in financing led by Marker LLC, bringing the company’s total funding to date to $31 Million. Tubular Labs previously raised $21 Million from FirstMark Capital, Canaan Partners, Lerer Hippeau Ventures, SV Angel, and others.
“Our goal since the beginning has been to help brands and publishers grow their online audiences”
“Our goal since the beginning has been to help brands and publishers grow their online audiences,” said Rob Gabel, CEO and founder of Tubular Labs. “Today, with more than 55,000 publishers generating over 99 Billion monthly video views, online video has reached critical scale. What’s missing is monetization of branded content. We’re thrilled to partner with Marker and will use this new funding to expand our offerings, enabling publishers to effectively prospect, pitch and report on branded content.”
“Tubular is a pioneer and the clear market leader in a rapidly growing, increasingly diverse and critical online video industry,” said Rick Scanlon, co-founder and partner at Marker LLC. “Over the last three years, the company developed a solution that tracks more than 2 Billion videos across 30 social platforms, its customer base has grown by more than 10 times and it is now considered the standard in cross-platform video intelligence.”
“We led Tubular’s Series B two years ago because we could see the rapidly growing demand from brands and agencies for actionable data and insights for their investments in video,” said Warren Lee, general partner at Canaan Partners. “The Tubular team has made phenomenal progress since then and has demonstrated the vision, insights, and execution required to address this critical need.”
Tubular also launched Media Property Rankings today. For the first time, major media companies can see their total monthly views across all online video properties, ranked against their competitors. Buzzfeed topped the list with 4.7 Billion views in April across their 94 online video publishers. Time Warner ranked #2 with 2.2 Billion April Views across their 148 online video publishers. Walt Disney, Comcast, and The LADBible rounded out the top 5. The rankings are a powerful at-a-glance tool for media companies to gauge how they’re performing vis-a-vis competition in the quickly accelerating online video space.
This news comes on the heels of the recent launch of Tubular Video Ratings, which benchmarks the reach and engagement of the world’s videos, creators, brands and categories. The ratings are used to effectively plan and report on influencer marketing, branded video sales, and for data-informed content decisions. The ER30 metric or Engagement Rating 30 measures a video or publisher’s engagement rate benchmarked against all content (e.g. 2.2x more engaging than average). The V30 metric measures the number of views a video gets in 30 days, or the average number of views per video a publisher gets in a 30-day window.
“Branded video is a big and rapidly growing marketplace. Audiences love it and brands get unprecedented depth of reach and engagement,” said Chris Dorr, executive director of GOVA the trade association for global online video. “Tubular Video Ratings is the first third-party measurement that tracks and verifies branded content performance across all video platforms. For the first time, brands and publishers will have a common set of numbers to measure their businesses. This is an exciting development for GOVA and its member companies.”
About Tubular Labs
Tubular Labs is the worldwide leader in online video intelligence, serving over 4,000 video creators and 100+ enterprise customers to date, including Viacom, Warner Bros., Scripps, Activision, AwesomenessTV, Maker Studios and Fullscreen. Tubular’s audience and content insights empower enterprises to refine their content and distribution strategy, find and partner with influencers, and optimize their paid media campaigns.
The company provides intelligence to the entire online video ecosystem through powerful software and services and insightful thought leadership (www.reelseo.com). Tubular Video Ratings are the only standardized industry benchmark that rate the world’s videos based on views and engagement. Tubular Ranking Center provides an at-a-glance view of top creators and brands across platforms and verticals. Only Tubular analyzes the engagement of over 400 million viewers and tracks 2 billion videos across 29 platforms, including YouTube, Facebook, Twitter, Vine, Instagram, AOL and Yahoo.
