Numu Capital, the Dubai-based venture capital seed fund, has invested in Mintrics, a social video analytics dashboard. The startup uses private APIs to provide detailed reports on how videos are performing across varied platforms. Mintrics gauges their subscriber’s video content against their historical performance across platforms and against industry averages.  

Mintrics was launched almost one year ago by digital professionals Tarek Nasr and Tarek Shalaby, and has won the Start Up Alley award at the Dubai Lynx 2017.

Numu Capital’s seed investment will be directed towards Mintrics’ global expansion plans and to further develop their technology. Jamal Al-Mutarred, the managing director of Numu Capital said: “The decision to invest in Mintrics was easy. This is a startup that has a high growth potential, a unique technology, and a solid team behind it”.

Today, there are over half a million videos accounting for 100 billion views being analyzed by Mintrics. These include many from big name companies such as AJ+, Buzzfeed, and Disney. The company is also able to determine the impact of creative elements, within the video, on viewership and how effective advertising spending is for each piece of content. By using the Mintrics Meter they also enable clients to compare videos head to head across networks, compiling seasons and campaigns into lists and then comparing those head to head.