Tuesday, August 14, 2012, 8:49 AM ET|Posted by Will Richmond
Visible Measures, which provides video analytics and operates the Viewable Media video ad network, has raised another $21.5 million, led by DAG Ventures and including existing investors. The funds will be used to drive adoption of the company's products.
Visible Measures' CEO Brian Shin said that the company will achieve 300% revenue growth in 2012, for the second year in a row. That strong growth is aided by the April, 2011 launch of Viewable Media, the company's video ad network that is based on its core analytics platform. Viewable Media differentiates itself as performance-based and positions video ads as content that users can choose from on publishers' web pages. The company said that over one hundred brands and agencies have adopted Viewable Media since launch.
Visible Measures' analytics measures "earned media," the incremental video views attributable to social sharing. Viral video has become a holy grail for many video creators, and although genuine breakout hits are rare, sharing is now pervasive enough as to have a role in campaign planning. Visible Measures' "True Reach" metric, which captures earned views (as well as paid and owned) is accredited by the Media Rating Council and allows advertisers to model how their campaign is likely perform and then measure actual viewership across the platforms.
To date Visible Measures said it has measured almost 3 trillion views from 500 million videos and 10,000 video ad campaigns.