Visible Measures is another video analytics company, one we haven’t covered yet. It’s looking to provide tools for large publishers and advertisers to track and then adjust the effectiveness of videos. The Cambridge, Massachusetts-based company has raised just under $6 million from General Catalyst Partners. It says it has big “three letter” media companies using its product.
It’s one thing to talk about how well your video is doing, it’s another thing to have cold hard numbers. In the late 90s when everyone was throwing money at the web, it was a wait and see scenario. In the end a ton of investors were burned and the reputation of internet businesses was tarnished. Video online and Google’s unbelievable stock prices are causing investors to salivate once more at the prospects of cashing in on web2.0. Hopefully with metrics for success, like the one that Visible Measures is producing, we can tell what is and isn’t working in terms of online video. Money can move from those with great hype to those with great content.