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Operating on the assumption that most small businesses are either too impatient or don’t have the expertise to understand usage reports, Jivox has launched “Video Engagement Scores.” The scores provide SMBs with feedback on a 0-100 basis, complete with red, yellow and green zones.

Jivox, a 40-person Bay Area company, competes with Mixpo and others to provide SMBs with online video tech and marketing solutions. Using the new scores, it also intends to provide feedback on how to do a better job engaging customers.

The scores are weighted on such features as whether consumers unmuted the sound, finished the video, or clicked to stall the video and print out a coupon. The videos are also graded on a curve against other videos in the growing Jivox Publisher Network.

President and CEO Diaz Nesamoney notes that Jivox has signed up 3,000 advertisers, 800 of which are in rotation with ads, typically getting 30,000 to 50,000 impressions apiece. Nesamoney adds that the majority of the company’s advertisers come from its own sales efforts.

Looking forward, more advertisers will be ramped up as the “white label” publisher network rolls out. Media and directory companies that have signed up to the network include Google Local, several MediaNews Group newspapers, The Examiner news sites in many markets, Media General’s Tampa Tribune,, some Clear Channel radio stations, some TV stations, AccuWeather and WeatherBug. There are 600 local sites in all.

Jivox also has formed affiliations with many small sites via Commission Junction. The company raised $10.7 million in June from Opus Capital and Helion Venture Partners.

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