Internet video is booming. Scheduled, unidirectional TV is giving way to platforms like Snapchat, YouTube, and Apple TV, and every type of video content will make its way online in the future.
Tubular Labs wants to be the go-to company for tracking and analyzing the data about all that video and the conversations around it. It wants to help clients extract meaning from the data, and help them make plans accordingly. And it has very recently raised $7 million from existing investors Canaan Partners and FirstMark Capital.
Tubular currently tracks video on 34 platforms, including Facebook, Periscope, and Meerkat. It captures metrics like the number of times a video has been viewed and how many times it’s been shared. It measures the amount of viewer engagement, tracks the content of the comments, and makes recommendations based on that analysis.
For instance, one of the company’s clients, the cable channel HGTV, wanted to know how it could reach millennials in the home and garden video category. Tubular found out that millennials are most interested in the DIY (Do it Yourself) aspect of gardening and advised HGTV to create a YouTube channel about DIY gardening.
So HGTV created a network called HGTV Handmade, which, Tubular says, has grown to 250,000 viewers within a year.
Tubular’s formula must be working, because the company has some big names on its client roster. These include Comedy Central, Pepsi, Activision, Conde Nast, Hearst, and Time.
Cofounder Allison Stern told VentureBeat the new capital will be used to develop the systems to track more kinds of video and provide new metrics to clients. “We want to be Nielsen with a recommendation engine,” says Stern. To build these systems, the 45-person company will hire some new people, Stern says.
The Mountain View, California-based company has raised a total of $20 million.
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