TubeMogul, the popular online video syndication and tracking service, announced the acquisition of the video analytics company Illuminex. The amount of the money wasn’t disclosed.
If you are a video publisher and want to automatically upload your creations onto the most popular video sharing sites (like Youtube) and track the results then TubeMogul is the service you will use. It’s one of the first services to offer this and it has some impressive clients: Warner Bros, CBS, Wallstrip, Rocketboom, Comedy Central, Universal, National Geographic, etc. (over 40,000 in total).
Illumenix will extend the TubeMogul’s product offering through its suite of patent-pending tools that track data far beyond the traditional metric of video “views”. At an individual video level, Illumenix is able to track viewer engagement, including how much of a video is actually watched, what the most popular segments of a video are, when a viewer clicks away and much more. At a site-wide level, Illumenix is also able to track minutes-viewed by category and viewer behavior around the content as a whole. And in a world where video is embedded everywhere, Illumenix is also able to report on what sites video views are coming from, including referring sites and search terms.
Illumenix is a growing service tracking hundreds of millions of video streams per month. Clients include “Internet Television” pioneer Revision3 and eBaum’s World, a comedy site that averages about 30 million streams a month.
The combined forces strengthens TubeMogul’s market position in video syndication and analytics services competing with others such as Brightcove, VisibleMeasures (which acquired VidMeter sometime ago).
“We are impressed with the Illumenix team and their early traction,” comments Brett Wilson, CEO and co-founder of TubeMogul. “We have overlapping customers that need both distribution and analytics, and a combined entity will solve both problems,” he says.
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