Tubular Launches Video Content Rating Service

Online video intelligence provider Tubular Labs has launched a video ratings metric scoring online videos, publishers and influencers according to views and engagement.

The firm provides intelligence for more than 4,000 video creators and 100 enterprise customers, tracking two billion videos across 29 platforms, including YouTube, Facebook, Twitter, Vine, Instagram, AOL and Yahoo.

The new service benchmarks engagement and views for video content (not ads) 'across the entire video ecosystem'. Ratings are based on data for 100 million videos uploaded to YouTube, Facebook and Vine, and 5 million brands and influencers.

Tubular Video Ratings comprise two scores: the ER30, measuring a video or publisher's engagement rate as a multiple of the market average; and the V30, counting the number of views a video gets in 30 days, or a publisher's average number of views in that time per video.

Chris Dorr, Executive Director of global online video trade association GOVA, says the ratings are 'the first 3rd party measurement that tracks and verifies branded content performance across all video platforms'. He adds: 'For the first time, brands and publishers will have a common set of numbers to measure their businesses'. Rob Gabel, CEO and founder of Tubular Labs, says the online video industry currently captures 'just 12% of the potential $6.3bn cross-platform branded content opportunity' - and that the new Ratings will 'help unlock the other 88% by enabling customers to more effectively measure their online video success, close more deals faster, and positively impact their ROI'.

The company is online at www.tubularlabs.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.