Trailer for 'Angels and Demons'
plays within masthead

Web content monitoring/monetization platform Attributor is partnering with TubeMogul in an effort to better measure and analyze the online audience of viral videos.

TubeMogul was among the first online video anallytics/distribution firms to provide independent information about video performance, and user dissemination of video, online. Its clients include a number of small firms and major brands, including Warner Brothers and the White House.

TubeMogul currently boasts about 80,000 users, which Attributor shall monitor across its 35 billion page index. Audio and visual fingerprinting algorithms — normally used to monetize videos or remove unauthorized material under copyright — will be used to track instances of viral videos posted across multiple video-sharing sites.

"To advertisers, having your video copied across YouTube and other sites is a good thing," said VP-Business Development Matt Robinson of Attributor, who said the platform will monitor over 5000 video hosting sites.

And CEO Brett Wilson of TubeMogul promises the offering will bestow marketing firms and advertisers with "the same view of their [viral video] content as media companies like Turner Broadcasting."

Online video gross media spend totaled $2.12 billion in 2008, up 36% vs. 2007, and is expected to keep growing in the double-digits through 2010, according to AccuStream iMedia Research. A more recent Forrester report also found that incorporating online video into emails marketing messages can boost email click-through rates by two to three times.

Earlier this year, YouTube debuted a supersized masthead which enables users to play video clips from inside it. The company claims response so far has been "encouraging."