By Sahil Patel
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