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Tubular Labs announces global, cross-platform reach and engagement metrics in co-development with the GVMA

Tubular Labs announces global, cross-platform reach and engagement metrics in co-development with the GVMA

Neil Patil – April 26, 2019

Three billion viewers worldwide are consuming social video at an undeniably voracious pace, but the ability to measure these audiences hasn’t kept up. The lack of standards in this space hurts media companies and publishers, who can’t realize the true value of their content and audiences, and brands and advertisers, who have no visibility into reach, efficiency and effectiveness across the increasingly complex distributed video ecosystem. In January, Tubular announced the founding of the Global Video Measurement Alliance (GVMA), the first true publisher-brand industry consortium built to establish new standards for the first fully global measurement system for the world’s digital content, starting with video. Today, we announce the first two cross-platform reach and engagement metrics in co-development with the GVMA: De-duplicated unique viewers Minutes watched We are also developing time-based thresholds, which will enable media companies and brands to equate views on across platforms in a true apples-to-apples approach for the first time. These new metrics will be a big step forward in unifying global content measurement. Today Viacom, Ellen Digital Networks and Corus Entertainment join Vice, Group Nine and Buzzfeed as founding members of the GVMA. Viacom, Ellen, and Corus are cutting edge players in the North American broadcasting and media, already investing heavily in digital video to reach next generation audiences with much success, and see the value of bringing broadcast equivalent standardization to the world of digital video. Viacom Digital Studios has achieved incredible growth engaging a new generation of passionate digital-native audiences across the leading social platforms. As we continue to invest in audience development and original premium programming from our flagship brands, we look forward to working with the Global Video Measurement Alliance to establish unified methods of measurement for social video. - Kelly Day, President of Viacom Digital Studios Tubular Labs has been a crucial solution for reporting to our partners on content effectiveness and video performance. We’re excited to participate in the GVMA and this next step towards the unification of global content measurement, allowing us to fully understand, interpret and activate our extensive cross-platform global social reach. - Michael Riley, GM of Ellen Digital Ventures The standardization of social video metrics is long overdue and we’re looking forward to co-developing the new sell-side metrics that will bring uniformity to digital video measurement globally. Dervla Kelly, SVP of Marketing and Head of so.da, Corus’ social digital agency GVMA partners will be granted early access to these metrics into Summer 2019. If you’re interested in receiving exclusive updates from Tubular Labs about our move into measurement, sign up below. 

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Introducing the Global Video Measurement Alliance

Introducing the Global Video Measurement Alliance

Neil Patil – January 30, 2019

With massive growth expectations in digital video comes massive pressure to deliver high CPM video monetization. We know that content and audience are both there, but we have seen recent headwinds in the media industry, further proof that it is still challenging to find the right metrics to accurately measure, understand, optimize and demonstrate digital audience performance. Without a standard for content measurement that proves to brands and agencies the true reach, engagement and effectiveness of any publisher or creator, digital media can’t succeed and traditional media can’t expand its digital investments. Today, we are proud to announce we have joined forces with VICE, BuzzFeed and Group Nine to tackle this challenge. Our first step is collaboration on new global audience measurement standards, through an initiative dubbed the Global Video Measurement Alliance (GVMA). We’re excited to bring together this group and establish the GVMA to help solve this existential crisis in media and provide a trusted standard through which the future economics of digital media will take shape. After a year of research, these top digital publishers embraced Tubular and the GVMA initiative to create new global engagement scoring, providing advertisers with the opportunity to ultimately understand the actual monetary value of their branded content and online video spend. "Existing content measurement solutions do not adequately measure against the KPIs brands are interested in most. We all know the time spent engaging with content is proven to increase brand recall and lift but is still an afterthought,” said Josh Cogswell, President of Digital at VICE. “I’m excited about the opportunity for Tubular Labs and GVMA to help advertisers better gauge our premium, high impact ad opportunities.” “Uniform cross-platform measurement is crucial to establishing the video ad unit economics required for digital media to thrive, and all publishers should be aligned and pushing for consistent standards in 2019 and beyond,” said Edwin Wong, Senior Vice President of Research and Insights at BuzzFeed. “We are excited to join our fellow publishers and Tubular for their new initiative to grow the global measurement standards.” "As audiences continue to shift to mobile, and digital video advertising continues to grow simultaneously, standardizing global measurement is crucial to the evolution of our industry," said Ashish Patel, Chief Insights Officer at Group Nine Media. "We're a data-conscious media company built on mobile video and so we're extremely excited to join forces with like-minded companies to better understand and serve audiences and brand partners around the world." We’re excited in our mission to help create the standard for online video measurement. See what AdAge has to say about this effort. And this is only the beginning. Our next step: the GVMA will continue to expand participation with other media, agency and brand partners and work to finalize metric standards over the first half of 2019. We are full-speed ahead on incorporating our past year of R&D and our continued work with our GVMA partners into the Tubular product offering. Stay tuned in the coming months for more about this. Now our question to you: are you interested in helping drive the initiative that will shift social video into a more dynamic and transparent economy of scale? If that sounds like you, contact Tubular to learn more about how to get involved!

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The New Intelligence for Showrunners

The New Intelligence for Showrunners

Feng Hong – September 12, 2018

If you are reading this, we probably don’t have to tell you the obvious importance of online and social video. Today, social video has already become an integral part of audience engagement for content businesses. That is why Tubular was founded six years ago to develop what is now the most comprehensive online video intelligence platform that measures the performance of over four billion videos across multiple social video networks. But while the importance of social video has become obvious, there is a person behind the scenes (literally) that we need to bring forth and spotlight. This person, termed the “Showrunner”, is a video content strategist making the decisions to create and distribute the right content that is highly engaging. To confidently make those decisions, the Showrunner needs direction around the content that performs, backed by data. This is why we want to announce our New Intelligence, Tubular's improved platform that was developed with the insights-driven Showrunner in mind. Tubular has launched New Intelligence to instantly surface insights that help you confidently make content strategy decisions. Now, customers are provided with instant performance comparisons in three key areas: Content characteristics, such as video duration, day of upload, platform, genre Historical Creator performance trends Video and Creator Intelligence search results 1) Performance Insights This latest version of the Intelligence platform now includes Performance Insights, which visualizes the performance of video characteristics so you can easily identify the types of videos that succeed. Let's see this in action. Let's say you are exploring "react" style videos. In the above screenshot, we used Performance Insights to search for “react” videos and quickly show how different video durations performed on YouTube. We can see that 10-15 minute videos performed the best in terms of views and views per video. This can inspire your strategy for creating your "react" video content. In a few clicks, you’re able to compare video metrics by platform, creator type, genre, duration, day of upload, and other segmentations that matter most in driving optimal performance of your content. "With Performance Insights, I am prepared to quickly respond when asked for the optimal video length for our videos. Insights such as video duration performance guide editorial decision-making and save my team time."  Stephen Reader, Senior Manager of Analytics and Insights at Viacom 2) Compare Mode Secondly, we’ve enabled customers to quickly compare custom sets of Creators, on-the-fly, to visualize historical performance trends. This is particularly useful for checking out your competitive set, hone in on specific date ranges, find peaks and valleys, and dive deeper into the top videos that drove video performance for your competitive landscape. See this in action below.   3) Video and Creator Search Comparisons Finally as part of the New Intelligence, we’ve also made improvements to the search results UI that enable comparisons across any search of videos and creators. Our customers rely on Tubular's measurement of video and creator performance, including metrics of views, engagements, Tubular Video Ratings, and more. With this quick way of generating and comparing metrics side-by-side, video content strategists  And when applying granular search and side-by-side metrics comparisons to Tubular's comprehensive video data platform in the market, our customers can efficiently unearth insights to make key video strategy decisions. Becoming a Better Showrunner For those starting off September with questions to hit the ground running in Q4, might we suggest a little Back to School? We are proud to announce our Learning Lab, an interactive educational curriculum with video guidance and tutorials to get a firm grasp on how to make video content decisions for your Q4 strategy (and beyond). Use Learning Lab to grasp key metrics for measuring video performance, explore best practices in video strategy, access guided walkthroughs for using Tubular’s platform and reinforce top use cases to accomplish your video goals. At Tubular, we believe you should spend less time without direction in video and more time producing results with better content. With Tubular Intelligence, you can finally create with confidence. To learn more about Tubular’s Intelligence platform, check out the product features to see how it can help you. We look forward to serving the market’s leading video insights platform. Sincerely, Feng Hong Product Marketing Manager

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Tubular DealMaker Launch

Tubular DealMaker Launch

Marjaneh Ravai – July 18, 2017

I’m excited to announce the launch of DealMaker! You can read more about it in Variety. Since our founding in 2012, Tubular has helped our customers navigate the complicated and dynamic world of online video. Five years ago, mainstream video was not multi-platform or multi-device, and the goal was largely audience building. Today, the world of online video is vastly different, with 1 Trillion monthly video views, and video being consumed across multiple devices and platforms, and monetizing these views has become an industry priority. Listening to you, our customer, we have noticed an astonishing growth in the rise of and interest in sponsored content. Our publisher customers want to sign more deals, and our brand customers want to effectively plan, run, and report on sponsored video campaigns . Looking at Tubular data, see that sponsored video is projected to get over 24 Billion views in 2017, worth over $1.2 Billion in media value. Today, I am excited to announce the launch of DealMaker, the first and only intelligence product on the market for sponsored content. DealMaker empowers brands and media companies to close more deals, increase ROI, and move their businesses forward together. Tubular’s DealMaker measures over 140,000 sponsored videos, 15,000 brand sponsors, and 15,000 publishers. Brands use DealMaker to find the right media partner for their sponsored video investments and benchmark performance. Media companies use DealMaker to improve their prospecting, pitches, and reporting on sponsored video integrations with brands. In sum, DealMaker takes the guesswork out of forming winning partnerships! I am committed to your success and excited to see you use DealMaker to achieve your partnership goals. Sincerely, Rob Gabel

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Tubular Certified in YouTube’s New Measurement Program

Tubular Certified in YouTube’s New Measurement Program

Alex Watt – June 23, 2017

Today we're excited to announce our new expanded partnership with YouTube as a founding member of their new YouTube Measurement Program (the "YTMP"). Last August you may recall we announced that we would be working closely with YouTube to launch this new Measurement Partner Program. YouTube’s goal in launching the Measurement Program is to work more closely with measurement companies using the YouTube API Services like Tubular, to ensure high quality methodology, accuracy in calculations and clarity in metric definitions. Tubular has been a long-time partner of YouTube’s in YouTube’s Certified YouTube Partner Program, and we’re now excited to take our partnership to new levels as a founding member of their new Measurement Program. As a YouTube Measurement Partner, all of our YouTube metrics will be officially certified by YouTube. Tubular is one of five YTMP launch partners selected by YouTube, and we will be working closely with YouTube to further grow YouTube metrics and create a measurement standard for the video industry Starting today, you will also see a new YTMP membership badge on our website and products - indicating that all of the YouTube metrics and YouTube data that you see in Tubular is specially certified by YouTube for accuracy and are the best available to you in the industry. We look forward to growing our partnership with YouTube as we continue to provide the industry with the right data and metrics to successfully measure digital video content. Stay tuned for more from our partnership with YouTube, and you can read more about the YTMP from YouTube here.

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Tubular and YouTube's Measurement Program

Tubular and YouTube's Measurement Program

Caroline Lu – August 11, 2016

Today, YouTube announced their upcoming YouTube Measurement Program to help participants provide accurate, consistent and relevant YouTube measurement data to their clients and users. We at Tubular are very excited to work with YouTube on the development of this program and to continue to evolve standardized and platform-specific metrics for our emerging online video industry. We’re all living through a once-in-a-generation shift in video from linear TV to internet-enabled video. Tubular estimates that there are over 10,000 independent creators who make a living in online video; 66,000 media companies and brands generate 111 billion views/month; and over 3 million new videos are uploaded to the public every day. However, third party measurement systems weren’t designed for the scale and pace of online video, and so third party standards are now emerging from new providers, such as Tubular. As the online video industry matures and speeds towards 1 trillion video views per month and billions of dollars shift towards online video ads and sponsored integrations, it’s time for us as an industry to get serious about third party measurement. Creators, media companies, brands, and agencies all use data today to make more informed decisions on how to spend their time and money in pursuit of larger, more engaged audiences. But, with the proliferations of platforms and their reporting capabilities, they have trouble keeping up and making sense of it all.   With Tubular Video Ratings, Tubular has a shared goal with YouTube of making the complex online video ecosystem easier to navigate with accurate and consistent metrics to help creators, brands, agencies, and publishers make sense of performance metrics and make informed marketing, production, and sales decisions on video platforms like YouTube. Since we created Tubular Video Ratings, Tubular users have been able to leverage simple, consistent metrics for each platform, and compare performance of content uploaded at different times. Tubular Video Ratings were built because we heard an industry need for a standard way to evaluate content performance on and across platforms, across time. However, the definition of a view differs by platform (autoplay or click-to-play), making it challenging to aggregate and compare Tubular Video Ratings for a creator, brand or property across platforms. For example, BuzzFeed Video’s video below has been posted on multiple platforms, and it’s challenging to aggregate the total views that the video has received across different platforms because of differences in platform view definitions: With the Measurement Program, YouTube will work with measurement companies to ensure high quality methodology, accuracy in calculations, clarity in metric definitions and best practice around user data protection. We think that YouTube’s announcement of their Measurement Program today is just the start, and we look forward to working with YouTube as we continue to evolve Tubular Video Ratings to help equip the industry with the right data and metrics to successfully measure on digital video content. We’re excited to support the YouTube Measurement Program and for YouTube to launch this program later this year!

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Are you ready for the online video #gamechanger?

Are you ready for the online video #gamechanger?

Allison Stern – April 27, 2016

There is no doubt, the online video universe is exploding. With such growth, comes certain challenges and questions. We’ve been hearing from customers and industry experts in the online video space, the most burning question; how do we compare views and engagements across platforms, apples-to-apples? Drum roll… We’re proud to announce Tubular Video Ratings (Beta), a unique group of online video metrics that set the standard for measurement of views and engagements across videos and publishers. By doing so, we provide a clear standard for branded entertainment, media sales, and influencer marketing. We think you’re going to love it, and here’s why: it makes benchmarking and influencer identification so much easier, and faster. I want details... Our new set of metrics includes a simplified first 30-day engagement rating (ER30) and first 30-day views (V30), and can be leveraged to: Quickly identify relevant influencers Evaluate video success using standardized metrics Positively impact ROI of online video campaigns “Show me the influencers!” Here’s an example we prepared earlier that highlights the power of Tubular Video Ratings for effective and fast influencer identification. In March, iJustine raked in an impressive 14.9 million monthly cross-platform views. Before Tubular Video Ratings, this was the go-to metric that you might have used to gauge the potential power of an influencer. Although interesting, this number isn’t exactly compelling. Tubular Video Ratings, however, gives us some additional ammo. Now, we can see that the average video from iJustine reached 571K cross-platform views after 30 days, she also outperforms the competition with high audience engagement after the first 30 days - that’s right, iJustine is 2x better than other creators, across leading social platforms. We can also deep-dive on iJustine by platform: Here, we can see that after the first 30 days of a video, iJustine receives the most average views on YouTube.   So, how does this secret sauce help? Well, it means that brands who want to work with iJustine will know which platforms to target and how much advertising dollars they should flex for branded campaigns. You know I’m all about that benchmarking... Let’s now look at how Tubular Video Ratings supercharges your ability to evaluate the performance of a video. Comparing all-time views in the example above, you might assume that One Direction’s Carpool Karaoke video (60.5M) outperformed Sia’s Carpool Karaoke video (37.6M).  However, One Direction’s video is two months older. With Tubular Video Ratings, we can see that in the first 30 days (V30), Sia’s video actually gained 4.7 million more views than One Direction’s video. Also, we can see that One Direction’s video garnered significantly higher engagement (ER30) than Sia’s video and is also 4.2x more engaging than the average YouTube video. So why is benchmarking important? Think about overall reach measurement for targeted online video advertising. James Corden has successfully developed a digital franchise. Corden’s spin-off micro-series, Carpool Karaoke has a video viewership that is arguably more important than the actual television broadcast. The team that is responsible for James Corden content can use this reach data in marketing and sales materials to show their total audience measurement in comparison to the competition.  This means they can pitch their content to brands and highlight how they fare against the competition so they can better reach their target demographic, which means, you guessed it; cha-ching, higher sales. We’re excited about Tubular Video Ratings because we truly believe it’s going to change the game for the online video world - we’d love to hear what you think.  P.S. If you're already a customer, login to the app to check out Tubular Video Ratings - if you want to learn more about Tubular Video Ratings, fill out this form for a demo.

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September Rankings of Top Video Creators Across Platforms

September Rankings of Top Video Creators Across Platforms

Caroline Lu – October 17, 2015

Tubular Labs releases the top video creators across all platforms and all devices for the month of September.

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Tubular Labs Hires Michael Kamprath as Chief Technology Officer

Tubular Labs Hires Michael Kamprath as Chief Technology Officer

Caroline Lu – October 8, 2015

Tubular Labs today announced that Michael Kamprath has joined the company as its first CTO. Kamprath has over 20 years of experience having most recently served as VP of Engineering at Quantcast where he oversaw software development and multi-terabyte big data analytics. “We are thrilled to have Michael join our company,” said Rob Gabel, Founder and CEO of Tubular Labs. “His experience growing engineering teams from just a handful of employees to over 100 people and his deep expertise in the data measurement and analytics space will be invaluable in taking Tubular to the next level.” “Joining Tubular was an easy decision,” said Michael Kamprath, CTO of Tubular Labs. “With more than 50 million video uploads every month, Tubular is the only company that offers unparalleled cross platform video analytics. It’s exciting to be part of an engineering team that continually innovates and leads the charge in the space.” Prior to Quantcast, Kamprath was at Advertising.com where he led their advanced research team to design, develop and operate the company’s AdLearn optimization system. He stayed in that role for nearly a decade up and through the acquisition by AOL, establishing the company as a leader in data-driven bid optimization and management. Kamprath started his career as an officer in the U.S. Air Force where he held various roles, including doing original research on the impact of space debris and being the program manager for the Taurus space launch vehicle. He holds BSE and MS degrees in Aerospace Engineering from the University of Michigan.

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