Cable Technology Feature Article
Wheelings & Dealings: Tubular Video Marketing Software Attracts $11M in Funding
By Michelle Nicolson, TMCnet Contributing Writer
Video remains one of the hottest online marketing methods, and investors are taking notice. As such, Tubular announced its online video marketing platform has received $11 million in Series B financing for the company from Canaan Partners.
“What attracted us to Tubular is the broad and loyal customer base that the company has built rapidly through referrals, and the richness of the insights provided through its AudienceGraph technology,” said Warren Lee of Canaan Partners.
Tubular also received funding from FirstMark Capital and Lerer Ventures. In additional to the investor news, the company announced the launch of its new product called Tubular Intelligence, which reportedly enables users to gain insights from the engagements of video fans on YouTube, Facebook and Twitter (News - Alert).
“As the $300 billion television market moves online, it fragments exponentially. Video is delivered in varying lengths across an ever-increasing number of devices, apps, social networks and ad formats. Publishers and marketers have had trouble making sense of it all,” said Rob Gabel, founder and CEO of Tubular Labs. “For the first time, Tubular Intelligence demystifies the black box of online video, instantly identifying the video content, creators, conversations and competitors relevant to your brand.”
Tubular’s customer based includes more than 2,000 publishers, including Seventeen Magazine, Jamie Oliver, Vice, AwesomenessTV and Maker Studios. According to the company, Tubular users reach more than 200 million total subscribers, generate two billion views per month and are growing their video views over 50 percent faster than non-Tubular users.
“Today, brands can easily publish video to entertain audiences or inform potential customers,” said Rick Heitzmann of FirstMark Capital. “Content marketing in particular is exploding, and the single most powerful form of content has always been video — sight, sound and motion.”
Tubular’s product line is in the right place and the right time as marketers are challenged by the need to attract audience attention in the growing online and mobile video channels. A recent study by Akamai (News - Alert) found it only took two seconds to lose a potential customer's attention.
Edited by Alisen Downey