Visible Measures Raises $21.5 Million Growth Round

August 14, 2012

Funding to accelerate worldwide growth and adoption of industry’s leading analytics-driven digital video advertising platform
Boston, August 14, 2012 ― Visible Measures, the innovation platform for video, today announced that it has secured a growth round of $21.5 million, led by DAG Ventures with strong participation from existing investors Advance Publications, Inc., owners of Condé Nast, General Catalyst Partners, Mohr Davidow Ventures, Northgate Capital, and new investor Commonfund. The new funding will further accelerate the already rapid growth and adoption of the industry’s leading analytics-driven digital video advertising platform among brand advertisers and premium video publishers.

“Our wonderful team at Visible Measures has been building spectacular momentum over the past few years, and this year we’re on track to surpass 300% revenue growth for our second consecutive year.” said Brian Shin, founder and CEO of Visible Measures. “We’re fortunate to have such incredible investors and partners who recognize Visible Measures’ singular opportunity to change the game in digital video, with the industry’s only premium choice-based video platform for advertisers, the industry’s first choice-based video monetization solution for publishers, and our vision to power it all with our massive, exclusive video dataset and analytics platform.”

Over one hundred of the most influential brand advertisers in the world like P&G, Ford, Goldman Sachs, Microsoft, and Unilever, as well as media agencies such as Starcom MediaVest Group, Zenith-Optimedia, GroupM, and Omnicom, have adopted Visible Measures’ ad platform, Viewable Media, to promote their video ads as content across hundreds of premium media properties. By leveraging Visible Measures’ exclusive video dataset, brand advertisers can optimize their video campaigns for earned viewership by reaching the right people at the right time.

In addition to enabling brand advertisers and their agencies to maximize brand building efforts in video, Visible Measures helps premium publishers increase monetization with choice-based video advertising. Hundreds of premium publishers such as Condé Nast, Rodale, Kiplinger, RealClearPolitics, Deca, and many others have found significant net-new revenue streams with Visible Measures’ revolutionary choice-based video promotion technology. By working with Visible Measures, these premium publishers have immediate access to branded video content from leading brand advertisers.

“Online video ad spending is projected to approach $10 billion within five years, so Visible Measures’ opportunity in video is massive,” said Larry Bohn, Managing Director of General Catalyst Partners. “Visible Measures is the only video technology company that combines big data and analytics with digital video monetization and advertising, giving the company a phenomenal opportunity to transform the industry.”

Founded in 2005, Visible Measures was built from the ground up to handle the unique challenges of discovering, measuring, and analyzing video performance and audience preference for video publishers and brand advertisers. In 2011, the company launched its choice-based video ad platform, Viewable Media, enabling brands to promote their video ads as content across premium publishers at scale for the first time, all by leveraging Visible Measures’ exclusive video dataset.

In addition to helping brands and agencies innovate their digital video brand building programs, Visible Measures has helped the advertising industry at large innovate the way it measures digital video performance by inventing new, actionable metrics. These metrics include video engagement, which shows how people interact with video ads and content, True Reach™, the world’s first Media Ratings Council-accredited performance metric for paid, owned, and earned media, and Share of Choice™, a first-of-its-kind metric to measure relative brand health in choice-based video. Leading business and advertising publications depend on Visible Measures’ metrics for top video charts that show comparative performance across industry segment marketers, including Advertising Age, The Wall Street Journal, Variety, Autoweek, iMedia, Business Insider, and others.

Headquartered in Boston, Visible Measures has grown to surpass 100 employees across seven offices in North America and Europe, more than tripling its headcount from just two years ago.

About Visible Measures

Visible Measures is the innovation platform for video. Leveraging its patented, proprietary video analytics technology, the company has developed the largest video data footprint in the world. Visible Measures uses this unprecedented video dataset to power its choice-based video ad network, Viewable Media, which delivers video ads as content while optimizing earned viewership for Fortune 500 brands and agencies. Premium publishers use Visible Measures’ revolutionary choice-based video promotion technology to generate significant new revenue streams. Visible Measures has invented a number of digital video metrics for the advertising industry, including the world’s first accredited viewership and earned media metrics, which fuel top video charts for Advertising Age, the Wall Street Journal, Variety, Autoweek, iMedia, Business Insider, and others. To learn more about Visible Measures and its innovation platform for video, please visit