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Tubular Labs Launches Tubular Video Ratings
[April 27, 2016]

Tubular Labs Launches Tubular Video Ratings


Tubular Labs, the worldwide leader in online video intelligence, today launched Tubular Video Ratings, a unique and standardized metric that rates every online video, publisher, and influencer according to views and engagement. This is the first time that engagement and views for video content (not ads) are benchmarked across the entire video ecosystem providing a clear measurement of success for branded entertainment, media sales, and influencer marketing. The Tubular Video Rating is scored across 100 Million videos, and 5 Million brands and influencers. It covers videos uploaded to YouTube, Facebook (News - Alert), and Vine.

"Branded video is a big and rapidly growing marketplace. Audiences love it and brands get unprecedented depth of reach and engagement," said Chris Dorr, executive director of GOVA the trade association for global online video. "Tubular Video Ratings is the first 3rd party measurement that tracks and verifies branded content performance across all video platforms. For the first time, brands and publishers will have a common set of numbers to measure their businesses. This is an exciting development for GOVA and its member companies."

"Our customers - global brands and media companies - frequently ask us how they are performing in online video, not only in terms of views and uploads but in terms of true audience engagement," said Rob Gabel, CEO and founder of Tubular Labs. "At Tubular, we know that the online video industry today captures just 12% of the potential $6.3B cross-platform randed content opportunity. Tubular Video Ratings will help unlock the other 88% by enabling our customers to more effectively measure their online video success, close more deals faster, and positively impact their ROI. "



How It Works

Tubular Video Ratings are a benchmark designed to enable brands and influencers everywhere to rate their video content against competitors, categories, and peers to see how they stack up in terms of views and engagement.


Tubular Video Ratings provide key metrics for cross-platform views and engagement. The ER30 measures a video or publisher's engagement rate benchmarked across all content (e.g. 2.2x more engaging than average). The V30 measures the number of views a video gets in 30 days, or the average number of views a publisher gets in 30 days per video.

"Standardized ratings have been much talked about by online video publishers and TV broadcasters as well as brands," said IAB NewFronts Creator, John McCarus. "However proving the effectiveness of online video has been a hurdle. Tubular Video Ratings get us over that hump."

Early beta users have already put the V30 into action, using it to identify rising star talent, and show the value of digital influencers to brands and casting departments. One user noted, "Before Tubular Video Ratings, we couldn't easily tell how many views a publisher's video is expected to get or how engaging their content is compared to other publishers. Using Tubular Video Ratings, we can make more informed decisions on who to work with and how successful the partnership will be."

To learn more about Tubular Video Ratings, please click HERE.

About Tubular Labs, Inc.

Tubular Labs is the worldwide leader in online video intelligence, serving over 4,000 video creators and 100+ enterprise customers to date, including Viacom (News - Alert), Warner Bros., HGTV, Activision, AwesomenessTV, Maker Studios and Fullscreen. Tubular's audience and content insights empower our customers to refine their content and distribution strategy, find and partner with influencers, and optimize their promotion budgets. Only Tubular analyzes the engagement of over 400 million viewers and tracks 2 billion videos across 29 platforms, including YouTube, Facebook, Twitter (News - Alert), Vine, Instagram, AOL and Yahoo.


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