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The idea that one could anticipate, with any degree of precision, the extent to which a particular video will go viral might seem as far-fetched as predicting which new pop song will become the next megahit or which tech start-up will be the next Facebook.
But a company called Unruly Media thinks it has figured it out. In the run-up to the Super Bowl, the advertising world’s biggest night, London-based Unruly began marketing what it calls an algorithmic tool for predicting the “shareability” of video content. “This is the holy grail as far as advertising is concerned,” claims Unruly founder and COO Sarah Wood.
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