By Sahil Patel
Since its launch, Tubular Labs has been known as one of the top companies to help creators, media companies, and brands better understand their YouTube performance. But as anyone would tell you, there exists a world of video beyond YouTube, and now, Tubular says it can measure that, too.
Presenting at the Media Insights and Engagement Conference, Tubular says its software now tracks 1 billion videos across more than 30 video platforms, including social sites like YouTube, Facebook, Vine, Instagram, and Twitch, “premium” online-video networks like AOL and Vimeo, and even a few sites from TV networks like MTV and CNN.
The goal is to provide a more holistic understanding of who is watching what and where, based on the 2.3 million creators — which can range from individual stars on YouTube to media companies — tracked by Tubular. If 21,000 of the 2.3 million creators are regularly pulling in 1 million views per month on the web, it’s important to know how and where those views are being generated, says the measurement startup.
“Digital video is TV for the social media generation. It’s the next great advertising frontier,” said Tubular Labs co-founder and VP of marketing, Allison Stern, in a statement. “There’s a measurement gap and we’re going to fill it — to provide much needed insights to brands, agencies, and media companies.”
Early clients for this new cross-platform measurement capability include DigitasLBi, Pepsi, Comedy Central, Activision, and HGTV — though I imagine a few more will be joining the fold soon.
Overall, Tubular serves more than 2,500 media companies, brands, and video creators.