Visible Measures Raises $13 Million in Series D Financing
Funding to support growth of the industry’s only enterprise-class social video analytics and advertising platform
Boston, September 22, 2011 -- Visible Measures, the analytics and advertising platform for social video, announced today that it has secured a Series D round of financing of $13 million, led by DAG Ventures with participation from new strategic partner Advance Publications, Inc., owners of Condé Nast, along with participation from existing investors General Catalyst Partners, Mohr Davidow Ventures, and Northgate Capital. Visible Measures has raised over $45 million in total financing to date. The new round of financing will help accelerate the growth of the company’s industry-leading platform for social video analytics and advertising.
“Visible Measures has quietly built out the largest social video platform on the Web, powering video analytics for many of the largest online video publishers, providing industry-wide ‘top video’ charts and measurement, and choice-based advertising designed to programmatically drive Earned Media for advertisers and agencies,” said Brian Shin, founder and CEO of Visible Measures. “DAG Ventures and all of our investors have been incredible partners for us as we have grown so dramatically. Advance Publications, with their incredible breadth of media properties, will be an excellent partner to help us increase the scope of our offerings.”
“We believe that the application of data and analytics will be the catalyst to shift billions of TV ad dollars online over time," said Andrew Siegel, SVP Strategy & Corp Development, Advance Publications. "Visible Measures is uniquely positioned to deliver Google-style ROI measurement across the increasingly sought-after segment known as Earned Media.”
Visible Measures will use this new round of financing to accelerate the development of its patented social video analytics and advertising platform. The patented Visible Measures platform powers some of the Web’s largest properties, including sites from Google, Microsoft, Yahoo!, AOL, Warner Bros., PBS, and hundreds of others. The Visible Measures video dataset now includes performance data on over 400 million videos, and over 300 million unique video viewers cross the Visible Measures platform every month. For context, the top three video properties on comScore’s July 2011 U.S. Online Video Rankings -- Google (including YouTube), VEVO, and Facebook -- saw a combined 271,575 million unique video viewers in July 2011.
In addition to expanding its patented platform, Visible Measures is increasing its sales force and support infrastructure to service its expanding client base. The company now has offices in New York, Chicago, Los Angeles, San Francisco, Detroit, and London, in addition to its headquarters in Boston.
Visible Measures has also made a recent series of leadership hires, including Google’s previous Head of Sales and Enterprise for Google Analytics, Paul Botto, who has assumed the role of General Manager of Analytics & SVP Business Development for Visible Measures. Other recent leadership hires include Steve Carter, General Manager, Viewable Media & SVP Product, Visible Measures (from Tremor/ScanScout, Specific Media, ValueClick), Marc Schraer, SVP Sales & Account Management (from Google/DoubleClick), Lynne Lipinsky, VP Finance (from Tremor/ScanScout), Chris Harris, SVP Engineering (from Yahoo/Maven/SeaChange), and has promoted Seraj Bharwani to Chief Analytics Officer (from Digitas).
Social video advertising is among the fastest growing advertising segments. In 2010, social video advertising views grew over 900% more than search and display impressions. The threshold to make the Ad Age Viral Video Chart, the social video ecosystem benchmark powered by Visible Measures, published in partnership with Advertising Age, reached 750,000+ views in the first half of 2011, over three times the 240,000+ view threshold in the second half of 2009. Further demonstration of the growth in social video is evidenced by Super Bowl ad campaigns, which surpassed 300 million views in 2011, over 100% more than 2010 results. This growth in social video viewership is 2,000% more growth than broadcast television.
About DAG Ventures
DAG Ventures is a venture capital partnership investing in and helping outstanding entrepreneurs create leading, long-term companies across a range of markets. With roots from the 1980’s in cable TV, infrastructure, media, and wireless industries, the partnership today is privileged to work with world-class entrepreneurs as they build tomorrow’s leaders in the information technology, energy, and life science sectors. DAG Ventures invests in companies with proven technology, from the prototype stage onward. For more about DAG Ventures, please visit http://www.dagventures.com.
About Advance Publications, Inc.
Advance Publications, Inc. is a diversified media company with leading positions in national and international magazines through Condé Nast and Parade Publications, daily and weekly newspapers, business journals through American City Business Journals, internet sites including Reddit.com, cable television systems through Bright House Networks, and a significant interest in Discovery Communications.
About Visible Measures
Visible Measures is the analytics and advertising platform for social video. Designed from the ground up to meet the unique challenges of measuring and delivering social video advertising, the company’s patented platform powers the Viewable Media choice-based video ad network. Visible Measures provides its customers and clients with unprecedented visibility into the performance of paid and Earned Media placements and engagement in social video. Visible Measures is a member of the Interactive Advertising Bureau’s (IAB) Digital Video Committee and the Advertising Research Foundation (ARF). To learn more about Visible Measures and explore its industry-wide charts, please visit http://www.visiblemeasures.com.