Interruptive pre-roll advertising is a frustrating experience for users and a wasted opportunity for brands that genuinely want to engage their audience. Social video advertising is one of the most engaging and effective formats of digital marketing. Because videos are emotionally powerful and easy to share, social video advertising can amplify conversations at speed and scale when compared with other media channels such as TV.
Social video advertising campaigns generated more than 8 billion user-initiated views in 2011. This figure is set to double in 2012 as more brands invest in a format that delivers engaged audiences, consumer advocacy and earned media. Unruly is the industry expert in analysing social video advertising and releases quarterly research papers about the industry.
Unruly collaborates with Cambridge University in the UK and Ehrenberg-Bass Institute for Marketing Science, based in the University of South Australia on various research topics around online video advertising.