Vidooly aims to bring actionable marketing analytics to online video content providers

We are a screen-obsessed generation and we like all the information floating in the universe to be presented to us in bite-sized pieces across all our preferred screens. Essentially, we love to watch videos. Vidooly, a startup that provides video marketing and analytics solutions, witnessed the rise of original content creators online, mobile internet, video platforms, OTTs, new age media companies and social networks and created a platform for companies to help them understand their audience better and help them further scale their video business.

Vidooly is a brainchild of founders Subrat Kar, Ajay Mishra and Nishant Radia. All three of them are engineers with experience of working with several .coms including Jabong, Monster, IndiaMART, among others. “All of us come from a product background, though none of us worked in any media or video company, but we were bullish about the power of video from day one. It’s a space we were fascinated with and wanted to innovate and build something around it that can scale globally scale from day one,” explains Kar.

Vidooly is currently a 45 member team consisting of data scientists, backend developers, designers, analysts, product managers and video marketing experts based in Noida. The company has a SaaS (Software-as-a-Service) based business model and charges customers monthly subscription fees based on the number of channels they have. “Our customers are TV companies, original video content creators, multi-channel networks, enterprise media companies, brands and media buying agencies,” says Kar.

Talking about how the solution works, Kar says they track video data across all platforms and for them, data is very important. “We invest a lot on technology that can understand data and make sense out of it - be it storage, crunching, mining and predicting trends by using AI or through machine learning. Our Big Data engine tracks 25 million plus unique video views and 50 million plus audience data on daily basis from different genres and geography,” he says.

Speaking about funding raised by the company, Kar informs Tech2 that they initially were accepted into T-labs accelerator in September 2014 where they raised $20,000 seed capital as a part of acceleration. “Post that, we raised another seed round of up to $1 million from Bessemer Venture Partners. Many investors are looking at this space seriously and so are many video platforms and OTTs entering the Indian market. We are looking to raise a fresh of funding soon,” shares Kar.

“Initially we built the product around YouTube’s platform, now we have further expanded our reach to tracking data across 30+ major video platforms globally including Facebook, Twitter, Instagram, Vine and OTTs, VODs, Smart TV and Connected devices,” says Kar. Vidooly will soon launch a public beta of its cross video platform analytics product. With the current road map, the company wants to continue to serve brands, media buying agencies, multi channel networks and original content creators to help them grow their digital video business.

Kar believes they are the only video data intelligence company across Asia and Europe. “Though we have few competitors in U.S, the way we cater to the entire video ecosystem through our product features is far superior to our competitors. Our rise to the top and being a “Made in India” product makes a lot of difference with our competitors. Due to the India advantage, we are at a good position to serve our customers better at an affordable price with rich features,” shares Kar.

Vidooly sees a lot of traction from brands who are becoming content creators through story telling of commercial ads, says Kar. “I think the tectonic shift from TV to digital video will continue to increase, and for us this is a big opportunity to cater to all of them. Much development is happening on our product side. For instance, we are launching a single video currency for all brands and agencies to understand which videos/channels they should target to in order to reach the right audience that matches their brand personality and the same goes for video publishers such as ( be it TV, YouTube channel or Facebook video),” he adds.

Summing it up, Kar says the founders see Vidooly become ‘The Nielsen from India for online video worldwide’.