Ernst’s global digital media CEO experience will help Tubular’s business expand internationally, empowering media companies to grow their revenues and brands to increase their investments in digital video
SAN FRANCISCO – February 4, 2021 – Tubular Labs, the world’s leading enterprise SaaS provider for de-duplicated audience measurement across social media platforms, today announced the appointment of Scott Ernst as its new chief executive officer, effective February 16.
Across every medium, premium video consumption is being disrupted by ever-changing consumer behavior. No matter the screen, however, the key metric of success for content creators and brands is attention. There are billions of views every day on social media, making it the world’s largest battleground for consumer attention and the most lucrative medium for audience capture. Yet while savvy media companies such as NBC News are taking a purposeful approach to social video original programming that’s generating millions of dollars in revenue, conservative estimates assert $13.4 billion in revenue is being unrealized in online video, according to an industry report from Vorhaus Advisors.
In October 2020, Tubular Labs introduced Tubular Audience Ratings™ to provide TV-like measurement and insights that address the large revenue gap in online video. Tubular Audience Ratings is the world’s first and only solution for deduplicating viewers and providing unique viewer minutes watched across Facebook and YouTube, with more social media platforms on the way.
“Tubular’s Audience Ratings is a game-changer for media companies and has a newfound product market fit with advertisers. Scott Ernst has the experience to build on Tubular’s success and drive growth globally,” said former BuzzFeed president and Tubular Labs executive chairman Greg Coleman. “Scott is particularly well-suited to guide Tubular’s expansion efforts because of his history leading top-tier insight businesses, working directly with brands, media companies, and agencies.”
Ernst has a proven track record of scaling marketing insights businesses globally. He most recently served as CEO of Macromill, for which he was recruited by Bain Capital to focus the business around global and digital solutions. Under his leadership, the Japan-based Macromill became the fastest growing global marketing research business and resulted in a successful IPO with an enterprise value of over $1 billion.
“I’m impressed by Tubular’s ascent since its founding in 2012, and I believe the company has all the elements required to be a global measurement authority,” said Ernst, who made his first mark on the digital marketing and measurement industry as a founding management team member at Compete, where he drove the go-to-market strategy resulting in the acquisition by WPP’s Kantar. Ernst helped transform Compete into what is now Millward Brown Digital, overseeing the company’s growth from a 20-person start up to over $100 million in revenue and its rise to a recognized leader in digital measurement and insights.
“Tubular provides the only enterprise SaaS platform of addressing the pain points of media companies and advertisers who seek to confidently transact in the digital video marketplace,” added Ernst. “Brands in particular need to understand the reach and audience quality of what they’re buying. I believe Tubular’s audience ratings product is the catalyst for brands to increase digital video investments.”
Tubular Labs is already widely considered to be the measurement authority in global video measurement across social media platforms. The Silicon Valley-based company possesses a world-class team, and is a founding member of the Global Video Measurement Alliance (GVMA), a consortium made up of the world’s leading media companies, brands, and agencies to define the industry standards for digital video. GVMA members include Viacom, Discovery, Ellen Digital Network, Corus Entertainment, VICE, BuzzFeed, Group Nine, Media Chain, BBC Studios, WildBrain Spark, Digitas, Mattel, Freeda, Webedia, Weber Shandwick and Brut.
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