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Visible Measures and TubeMogul measure video usage

Demo 08 had its share of video-oriented applications, but two stood out because they deal with the non-creative side--managing deployment and analyzing the performance of video content.Visible Measures introduced VisibleSuite, which measures the in-stream video viewing behavior of Web audiences.
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Written by Dan Farber, Inactive on

Demo 08 had its share of video-oriented applications, but two stood out because they deal with the non-creative side--managing deployment and analyzing the performance of video content.

Visible Measures introduced VisibleSuite, which measures the in-stream video viewing behavior of Web audiences. The hosted service captures viewer interactions, tracking play, pause, rewinds, forward and other functions such as share with a friend.

VisibleSuite is already in beta test with Boston.com, Brightcove, Funny or Die, Hill Holliday and other companies. The company garnered $13.5 million series B funding, led by Mohr Davidow Ventures with participation from Series A investor General Catalyst Partners. In addition, this week Visible Measures acquired Vidmeter, which gathers data from the Web on video usage to determine the relative popularity of a video.

TubeMogul introduced a service that allows video producers to deploy their content to a broad variety of video sharing sites with a single click and has an analytic dashboard for tracking the performance of videos. TubeMogul doesn't get inside the videos like Visible Measures, but customers can see when, where and how often videos are watched, track and compare viewership trends, measure marketing campaign impact, collect competitive intelligence, and share the data with others. The company has 15,000 video creators using the service, said Brett Wilson, CEO of TubeMogul.

TubeMogul compares and contrasts viewership data across video sharing sites.

The company has had a free version and just released premium services, starting at $500 per month, that include advanced data analytics, demographic and geographic reporting, video transcoding, scheduled video deployment, multi-campaign functionality, and reports that aggregate viewership information based on keywords.

Beta users include CBS Interactive, Next New Networks, Vugulu and major advertising agencies, and TubMogul closed a series A round of financing, Wilson said.

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