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Visible Measures to Deliver Real-Time Internet Video Experience Data that Truly Measures the Usage of Online Video Content for Advertisers and Content Publishers
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Company Launches with $5.0 Million in Series A Funding from General Catalyst Partners
Spring Voice On the Net 2007
CAMBRIDGE, Mass. and SAN JOSE, Calif.--(BUSINESS WIRE)--Today at the Spring 2007 Video On The Net conference, Visible Measures Corp. formally launched and unveiled its Video Experience Measurement solutions for Internet video audience measurement. Visible Measures' new breakthrough approach empowers advertisers, content publishers and site owners with real-time metrics and optimization to radically enhance the effectiveness of Internet-delivered video advertising campaigns, helping all parties build better content and monetization models.
In a separate press release today (Editor's note: see release entitled, Visible Measures to Provide Brightcove Publishers with Online Video Audience Engagement Metrics), Visible Measures announced a key partnership and industry endorsement for its Video Experience Measurement solutions.
Online video usage is proliferating rapidly and the medium offers new possibilities for precise targeted marketing. In fact, market researcher eMarketer recently reported that Internet video advertising spending will nearly triple in 2007 to $640 million in the United States alone, up from $225 million in 2006. eMarketer further projects that this number will jump to at least $1.5 billion by 2010.
However, advertisers and publishers are struggling to properly understand audience engagement. Video consumption on the Web varies greatly from that of television, and demands a new set of metrics to help predict and analyze the success of online video content and advertisements. Visible Measures bridges that gap with its industry-defining method for Video Experience Measurement that applies deep and real-time optimization capabilities to help companies efficiently improve and monetize the video customer experience.
The traditional method of television audience measurement simply does not work for online video,said Jeff Pulver, chairman and founder of pulver.com and founder of Network2.tv. Broadcasters and advertisers currently use sampling to determine television viewership, which makes sense as there are relatively few channels and standard programming patterns, so the assumptions are often good enough. However, the Internet has created millions of microchannels and one-off videos that can be watched anytime, so content producers and advertisers need a next-generation analytics solution to help them make sense of it all and measure the success of each video.
General Catalyst Partners Provides Series A Funding and Joins Board
Visible Measures also announced $5.0 million in Series A funding from General Catalyst Partners. The funding will be used to support the company's growth and to expand product development efforts. Concurrent with the Series A financing, Larry Bohn and Neil Sequeira, both of General Catalyst Partners, have joined Visible Measures' board of directors.
General Catalyst sees great potential for Visible Measures because it is serving a very immediate need in the growing online video market,' said Bohn.
Visible Measures was founded by startup veteran Brian Shin to help Internet video publishers improve audience engagement and increase video advertising effectiveness. Shin will be speaking at Spring VON in a presentation entitled, "Video Metrics & Measurement", which takes place on Thursday, March 22 at 1:45 p.m.
"With audiences increasingly consuming online rich-media content, publishers and advertisers require a new analytical framework to determine how to efficiently and effectively reach their customers, "said Shin. "Our goal is to become the universally-trusted, independent audience measurement standard that unifies advertisers and publishers. Only with common, insightful metrics will they improve the viewer experience and better monetize their content."
About Visible Measures
Visible Measures Corp. (VMC) offers a breakthrough method for Internet video audience measurement. The company's patent-pending Video Experience Measurement solutions provide independent third party metrics of video viewership to help publishers and advertisers deliver superior customer engagement and increased advertising effectiveness. For more information about how companies and agencies can improve and monetize the Internet video experience, please visit www.VisibleMeasures.com.
About General Catalyst Partners
Contacts
Jackie Sarkies, 617-482-0222
press@visiblemeasures.com
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