Online video tracker lands $13m financing

US-- Visible Measures, a company that has developed a patent-pending approach to measuring online video audiences, has raised $13.5m in venture capital financing.

Using a plug-in installed in internet video players, Visible Measures can track user interaction with a video stream, from how long it is watched, to which sections are most replayed.

This data is then combined with third-party sources such as geographic and demographic overlays, to give more colour to the raw behavioural information.

“While consumer demand for internet video continues to grow unabated, the revenue generation engines are just beginning to get started,” said founder and CEO Brian Shin.

Medium and audience fragmentation has hindered monetisation efforts so far, according to Yankee Group analyst Anton Denissov. “Advertisers and publishers need new tools to tell them how and what consumers like to watch, and where to place the ad to maximise consumer engagement and ad revenue,” he said.

The series B financing round was led by Mohr David Ventures with participation from General Catalyst Partners, which was the lead investor in Visible Measures' first funding round in early 2007.

The company also announced today the acquisition of Vidmeter, a viral video ratings and distribution service.

Author: Brian Tarran

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