• by Gavin O'Malley  @mp_gavin, March 26, 2009

Start-up Web video analytics firm Visible Measures on Thursday announced that it has secured a Series C round of financing of $10 million, led by new investor Northgate Capital with participation from existing investors General Catalyst Partners and MDV-Mohr Davidow Ventures.

To date, Visible Measures has raised over $29 million in total financing. This latest round is expected to help the company continue to build out it technological infrastructure, further bolstering its market position.

"This funding will help to support our growth," said Brian Shin, founder and CEO of Visible Measures.

Specifically, the company intends to use this new financing to accelerate its product development efforts, expand its customer relationships, and sustain expansion of its online video data coverage.

Formed in 2005, the company's current product portfolio includes VisibleCampaign -- a service powered by its Viral Reach Database, a constantly updated repository that tracks video performance over 80 million unique videos across 150 of the Web's most popular video-sharing sites. This ostensibly enables it to report on campaign reach metrics no matter where the campaign goes or how the online community responds.

VisibleCampaign also provides measurements to show how audiences engage with video-based campaigns, so advertisers and their agencies can see both how many times a particular ad is viewed, and whether or not the central brand message is being delivered.

The company's other core product, VisibleSuite, gives video publishers and aggregators insights into Web video audience behavior.

The company, which did not officially launch until January 2008, also recently announced a series of joint research projects with market research firm Dynamic Logic.