Tubular Raises $11M, Courts Enterprise Companies with New YouTube Data Tool

/ Apr 22, 2014

tubularlabs

Tubular Labs, a provider of YouTube data and services, has raised $11 million in a Series B round led by Canaan Partners.

Existing investors FirstMark Capital and Lerer Ventures also contributed to the round, which will go toward continued product development, as well as making more sales and marketing investments, according to Tubular CEO Rob Gabel.

To date, Tubular Labs’ primarily data product has been its Audience Dashboard, which has allowed individual creators and brands to access data and trends as it relates to their own channels as well as those of their peers/competitors. If you run a YouTube channel, and wanted to know things like the demographic makeup of your audience or how you are faring in terms of viewership, the Audience Dashboard would be something you could use.

Since launch, Tubular Labs has cultivated a client list that includes major MCNs AwesomenessTV and Maker Studios, as well as brands and media companies ranging from Seventeen Magazine to Vice Media. Overall, the company says there are more than 2,000 publishers plugged into its data engine, cumulatively reaching more than 200 million subscribers.

And now, Tubular is hoping to attract more big-name clients.

In addition to the financing, the startup is formally launching Tubular Intelligence, a new tool aimed squarely at enterprise-level companies looking to learn more about YouTube.

By tracking the viewing history of 150 million unique viewers across YouTube, Facebook, and Twitter, as well as the performance of the largest 1.8 million channels on the world’s biggest video site, Tubular has built a data engine that allows brands, agencies, publishers, or any other major company interested in YouTube to learn about who and what is successful on YouTube.

The depth of data the Tubular Intelligence platform provides can be staggering. For instance, not only do clients have access to the usual stuff like the audience makeup of a creator’s channel or how many subscribers he or she has accumulated in the past 30 days, but they can also see how many fans follow that creator on Facebook and Twitter, as well as how much of his or her subscriber and view growth happened in the last 30 days.

Those looking to work directly with creators can also see stats for views per video or engagement percentage, as well as who’s rising on YouTube (based on subscriber and view growth in the past 30 days). There’s also an “influencer score” that measures how much sway the creator holds over his or her audience.

For companies interested in buying media against popular content and creators, Tubular Intelligence is suited up for that as well.

It starts with Tubular Intelligence search, which sifts through an index of more than 470.3 million “top” videos, according to Gabel. For instance, if you wanted to pull up comedy videos that appeal to females and have generated at least 100,000 views and/or were uploaded in the past seven days, with Tubular Intelligence, you can. In fact, if you wanted to pull up a list of creators within a specific index that had the most number of videos with 100,000 views, you can do that, too.

If you then wanted to run a TrueView ad campaign targeted to those videos or creators’ channels, there’s an “Advertise to This Audience” button that directs you to TrueView to make it happen.

Or, if you’d rather Tubular Labs take care of it, the company’s offering includes full-service consulting and paid-media planning and optimization (in addition to content strategy).

Which is all to say, Tubular Labs is going to enterprise market with a very comprehensive YouTube data platform — one that it says it will continue to add to. (Example: There’s a social function that allows clients to search through YouTube comments for key words. Eventually, Gabel says Tubular will expand that capability to Facebook and Tumblr posts, tweets, and the social web in general.)

“We want to help companies make ‘Moneyball’ smart decisions,” says Gabel. “Whether that’s via paid ads, brand integrations, working directly with creators, or benchmarking what’s working, we are proud to go to market with a comprehensive video intelligence and marketing suite that can do all of that.”

Previously, Tubular Labs had raised $3.15 million from a group of investors that included High Line Venture Partners and angels like Allen DeBevoise*, Dean Gilbert, and Matt Coffin.

* Allen DeBevoise is an investor in VideoInk

Tags: , , , , , , , , , ,


  • So channels sign up with MCN’s, the MCN’s allow this company to access the data of the channels signed up to the MCN’s (they couldn’t access mine since I’m not in an MCN). So essentially this is leveraging the content creators yet again – this time against themselves so that they can sell the data… am I getting this right?

    • Guest

      They have data on 2 million channels. There is no way they are getting that much data from MCNs. It is likely they are scraping publicly available data and mixing it together with other insight databases.

shomi

Plug Pulled on Canadian SVOD Service Shomi

 
Twitter

What’s Trending on the Twitter Sale

 
Machinima Logo

Machinima Teams with SiriusXM for Daily Esports Radio Show

 
Hearst

AwesomenessTV, Vice, Complex to Power New HearstLive...

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
dirty-30-hannah-hart-mamrie-hart-grace-helbig

VIDEO: ‘Dirty 30’ Confessions with Stars Hart,...

 
facebook-thumbs-down

Facebook Says It’s Sorry It Vastly Overestimated Video...

 
craig-piligian-pilgrim-media-group

Pilgrim Media Group CEO Craig Piligian (‘The...

 
youtube-heroes-for-change

Heroes or Rats?: YouTube Unveils New Program for Creators Who...

 
Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...

 
jared-feldman-and-sam-hui-ph-d-at-the-2014-canvs-launch

How Canvs Media is Harvesting Emotional Insights on YouTube,...

 
marlon-wayans

Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall

 
huffpost-ryot-aol

HuffPost RYOT Launching Virtual Reality Comedy Series and News...

 
youtube-vote-irl

YouTube Launches #voteIRL Campaign Targeting Digital-First Generation

 
tyler-oakley-camp17

How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...

 
charlie-sheen-anger-management

Charlie Sheen to Star in Crackle Feature ‘Mad Families’

 
filmbuff_videoink_300x250

Gunpowder & Sky Buys Distributor FilmBuff As Vision for...

 
toy-freaks-youtube

Toy Freaks Top Viewed YouTube Channel in August According to...

 
jeffrey-tambor-transparent-amazon

Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...

 
Twitter

Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff

 
youtube-sad-face-error

Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

 
Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down

 
raised-firsts-branded-tv

Who Is Winning The Marketing Revolution And Why?

 
shes-gotta-have-it

Netflix Orders ‘She’s Gotta Have It’ Series...

 
swedish-dicks-peter-stormare-keanue-reeves-viaplay

What Is ‘Swedish Dicks’ and Who Is Selling It?

 
seamlessly-she-monica-potter-aol-partner-studio-gmc-acadia

How GMC is Using the AOL Series ‘Seamlessly She’...

 
Netflix_new

Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries

 
vincent-cacace-vertebrae

Getting to the Spine of VR’s Monetization Challenges with...

 
meredith_brandfront_videoink_300x250

Meredith Hosted Its Own “Front” Stacked with 20 New Series

 
complex-networks-hearst-verizon

Verizon and Hearst Move RatedRed.com and Seriously.TV Under...

 
Twitter

Twitter Launches Live Streaming Apps for Amazon Fire, Apple TV...

 
YouTube Community

YouTube Fights Back Against Social Media Rivals with Community Feature

 
Casual Hulu

Vimeo Opening Television Store with Lionsgate Content, Launching...

 
A Perfect Day in LA Tastemade Jaunt VR Virtual Reality

From Donuts to Malibu, Tastemade and Jaunt Get Immersive in...

 
Defy Media

Defy Media Close $70 Million Series B Funding Round

 
YouTube Space LA Halloween Set 2016

YouTube Spaces Team with Jason Blum (‘The Purge’)...

 
Yahoo Esports

‘Yahoo Esports Live’ Serves Up Reeses Puffs with...

 
univision

Univision and Lionsgate Team for SVOD Movie Service for U.S. Hispanics

 
People Entertainment Weekly PEN

People/Entertainment Weekly Ad-Supported OTT Service Preps for Launch

 
George_Kliavkoff Jaunt VR

Jaunt VR Hires Hearst Exec George Kliavkoff as CEO

 
Making a Murderer Netflix

‘Making a Murderer’ Scores for Netflix at Creative...