Visible Measures Raises $13.5 Million B Round; Releases Software To Track Video Engagement

Video is one of the biggest opportunities on the Web, but it is also one of the biggest black holes. Just because someone hits play on a Web video doesn’t mean they watch it all the way to the end. Boston-based startup Visible Measures is going to try to rectify that with new audience behavior measurement software it will be launching at this week’s DEMO conference. The data-collection software captures every play, pause, rewind, and e-mail-to-a-friend button that viewers click on while watching videos on a given site. Video sites with a higher level of engaged viewers will be able to then take that data to advertisers and try to negotiate for higher ad rates.

Visible Measures is also announcing a Series B financing today of $13 million, led by Mohr Davidow Ventures. General Catalyst, who led the company’s $5 million Series A in March, 2007, participated in this round as well.