Unruly Rapidly Expands Senior Sales Team to Meet Growing Demands for Data-Driven Insights and Video Distribution Across the Open Web

16.07.2014 by Tara Mulloy
Christine Ryder Joins Unruly As Regional Vice President Of Sales in Chicago

Chicago, Ill. – July 14, 2014 – Marketing technology company Unruly today announces Christine Ryder has joined as Regional Vice President of Sales in Chicago. With more than two decades of commercial experience in the digital advertising industry, Ryder’s responsibilities include accelerating the company’s growth throughout the Midwest and serving increasing clients’ needs from Detroit to Dallas.

Unruly sits at the intersection of three of the fastest growing trends on the internet and provides the most robust end-to-end solution for more than 65% of Ad Age Global 100 brands. Advertisers can predict earned media with proprietary algorithm Unruly ShareRank. They can engage 1.17 billion people across the Open Web with Unruly Activate (comScore Feb 2014), the leading social video distribution platform. And prove ROI with Unruly Analytics, a cloud-based dashboard providing real-time competitive benchmarks across 6 billion customizable data points.

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Unruly Names Former AOL Executive Kenneth Suh Senior Vice President of Global Business Development

01.01.1970 by Tara Mulloy
Digital media veteran joins Unruly to lead new product evolution and drive forward programmatic and native social video capabilities

NEW YORK, NY – July 14, 2014 - Marketing technology company Unruly today announces Kenneth Suh has joined its executive team as Senior Vice President of Global Business Development. Suh, who is based in the company’s New York office, is responsible for developing global partnerships across programmatic advertising, native advertising and digital media to help drive business growth and innovation within the company’s product offerings.  

According to eMarketer, 85% of companies are currently using a programmatic approach to media buying, and that number is expected to grow to 91% in the next two years. Suh’s responsibilities will also include Unruly’s further expansion into native advertising, which will contribute more than 40% of the $10 billion spent on social media ads by 2017, according to BI Intelligence.  

Before joining Unruly, Suh led business development for AOL Platforms, where he delivered significant revenue growth through partnerships across programmatic display, video and mobile platforms. He also formed strategic alliances with many global Fortune 500 companies, as well as top-tier advertising agencies. He brings extensive experience launching programmatic supply solutions through partnerships with demand-side platforms and real-time-bidding (RTB) exchanges. Suh also previously held digital business development positions at MTV Networks and Disney ABC Television Group.

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Non-Sponsors Have So Far Generated Three-Quarters Of All World Cup Online Ad Shares

26.06.2014 by David Waterhouse

Almost three-quarters (71.2%) of the online shares generated by World Cup ads have come from non-sponsors*.

That’s according to new data released today by marketing technology platform Unruly, which found that despite official sponsors creating almost twice as many ads, commercials by brands not affiliated with the FIFA tournament have so far attracted 8.9 million shares across the social web. Videos from official sponsors, who paid between £8m to £120m to have their names associated with the World Cup, have managed 3.6 million.

Unruly’s ‘Braziliant Brands Tracker’, which is updated throughout the tournament, reveals the advertisers whose football ads have attracted the most shares online. The top three places are all occupied by non-sponsors, while only four places in the top 11 are taken by official FIFA partners: Castrol, adidas, Emirates and Coca-Cola. Click here to see the list.

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World Cup Ads Outperform Super Bowl Commercials Before A Ball Has Even Been Kicked

12.06.2014 by David Waterhouse

The World Cup has not even started, but already its ads have outperformed this year’s Super Bowl.

That’s according to new data released today by marketing technology company Unruly, which found the top 20 most shared World Cup commercials have already attracted almost a third more shares than the top 20 Super Bowl 2014 ads – months after Super Bowl Sunday.

Here are the key insights:

  • The top 20 World Cup 2014 ads have so far attracted 6.9 million shares across social media – 31.4% more than the top 20 ads from Super Bowl 2014 (4.7million);
  • If you remove the most shared World Cup 2014 ad – Activia’s “La La La” – it’s a lot more of a level playing field, with Super Bowl 2014 just ahead of the World Cup’s total of 4.6 million shares. However, with still a couple of days to go till the World Cup kicks off, that is unlikely to last very long;
  • The top 3 World Cup ads – Activia’s “La La La”, Nike’s “Winner Stays” and Castrol’s “Footkhana” - account for 59.6% of the total number of shares in the World Cup top 20.

It’s yet more evidence that this year’s Super Bowl brands really failed to engage audiences online.

Despite shares of branded videos rising 22% in the 12 months prior to Super Bowl Sunday, shares dropped by almost a quarter (24.2%) at the 2014 Super Bowl – the first-time ever that online shares in Super Bowl ads have decreased.

Methodology: Sharing figures were compiled on June 9, 2014. The top 20 World Cup chart includes ads created by brands not affiliated with the World Cup. The Super Bowl chart includes ads that were aired during the 2014 Super Bowl.

Keep a track of how World Cup ads perform once the event kicks-off by joinging the Unruly Bulletin. We'll be regularly updating our Braziliant Brands Tracker as the competition gets underway so you won't miss a trick. 

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Unruly Launches Algorithmic Tool To Predict Shareability Of Video Ads In South-East Asia

11.06.2014 by David Waterhouse
Inspiration and exhilaration key to engaging audiences in South-East Asia, say global leaders in social video marketing

SINGAPORE, LONDON — Advertisers in South-East Asia for the first-time ever will be able to predict the virality of their video ads before they are launched, thanks to a new tool launched today by marketing technology company Unruly.

The global leaders in social video marketing first launched Unruly ShareRank™ in January 2013 to help marketers in the U.S. and UK predict the ‘shareability’ of their video content. Versions aimed at Brazilian and German markets have since been released. Unruly has now trained the algorithm specifically for countries across South-East Asia, so it can predict consumers’ emotional responses to branded video content throughout the region.

ASEAN advertisers using the predictive technology will be able to identify the psychological, social and creative triggers that drive the success of their video content in various territories across the region. More importantly, they will also know the earned media potential of their video ad before they have spent a penny on media.

Unruly’s APAC MD Phil Townend said: “When it comes to predicting video success around the world there’s no such thing as a one-size-fits-all approach. The same content can perform very differently depending on the launch market and demographic in one market (e.g. the US) versus another (e.g. Thailand).

“For this reason, regional versions of Unruly’s ShareRank algorithm are tested against target demographics, ensuring our predictions account for cultural differences.”

Unruly’s ShareRank algorithm has been trained by combining 430 billion video streams with more than 100,000 consumer data points. When adapting the algorithm for South-East Asia, Unruly found the following:  

South-East Asian audiences have stronger emotional reactions to video content than the rest of the world. UK audiences have the weakest;

  • Average share rates for branded videos across the world were 1.31% in 2013, but across Asia they were 2.44% (source: Unruly Activate™);
  • People in South-East Asia report a higher propensity to share branded videos than audiences across Europe and North America.
  • Unruly’s Product Director Cat Jones said: “Having distributed some of the best branded content in the region from the likes of Unilever, Kia and LG, we’re pleased to offer one of our most innovative technologies specifically trained for the South-East Asian market.

“What we see in South-East Asia is an audience that has a real appetite not only for watching videos, but sharing videos. Advertisers now have a product that can help them adapt their content and distribution strategies across different markets and territories.”

The move marks Unruly’s continuing investment and rapid expansion into Asian markets. It recently opened its APAC HQ in Singapore and is currently making key operational and commercial appointments.

Unruly’s social video products have been established in the region since 2008, tracking and delivering 150 campaigns across the market for companies such as Hyundai, Samsung and LG remotely from its offices in Europe and North America.

The new regional HQ, which opened on April 7, provides agencies and brand marketers in Asia with access to Unruly’s 1.17 billion potential reach.

About Unruly ShareRank

Unruly ShareRank has been developed over the last 2 years by Unruly’s team of data engineers, who have mapped 100+ variables into the algorithm to predict social video success. The algorithm has been built using:

  • Technology: The Unruly Viral Video Chart™ uses proprietary social tracking technology, which has been collating video sharing data since 2006 and now stores sharing data from over 430 billion video views;
  • Academic research: Collaboration with leading academics, particularly Dr Karen Nelson-Field, of the Ehrenberg-Bass Institute for Marketing Science in Australia, on the key variables that drive video sharing;
  • Consumer data: Analysis of thousands of consumer panel responses in Asia, measuring their emotional and social reactions and the motivations to share video content.  

With Nielsen finding that 92% of consumers trust peer recommendations (Global Trust in Advertising Survey) and research from McKinsey stating that “a high-impact recommendation from a trusted friend conveying a relevant message is up to 50 times more likely to trigger a purchase than a low recommendation”, Unruly ShareRank is a vital indicator of sales as well as word-of-mouth potential.

For more information about Unruly ShareRank, please visit: www.unrulymedia.com/sharerank

UNRULY, UNRULY SHARERANK, UNRULY ACTIVATE, UNRULY VIRAL VIDEO CHART and logos and associated marks are trademarks of Unruly Group. Other marks are owned by their respective owners.


About Unruly

Marketing technology company Unruly is the leading global platform for social video marketing and works with top brands and their agencies to get their videos watched, tracked and shared across the Open Web. Our programmatic video platform reaches and engages the half of the global Internet population who are watching and sharing videos outside of YouTube.

Unruly's end-to-end solution cracks the code on social video sharing. Advertisers can accurately and algorithmically predict earned media with Unruly ShareRank. They can engage 1.17 billion people (comScore Feb 2014) across the Open Web with Unruly Activate, the world's biggest and most sophisticated social video distribution platform. And prove ROI with Unruly Analytics, a cloud-based dashboard providing real-time competitive benchmarks across 6 billion customizable data points.

The product set is powered by the Unruly Viral Video Chart, a unique data set covering 430 billion video views and tracking 24 million shares per day. Engaging audiences across the full range of mobile, tablet and second screen devices, Unruly Activate has delivered, tracked and audited 4.27 billion video views across 3,600+ social video campaigns for over 650 brands, including Volkswagen, Dove, Coca-Cola, T-Mobile, Microsoft, Warner Bros and adidas. We’ve worked with 65% of Ad Age Global 100 brands and our mission is to deliver the most awesome social video advertising campaigns on the planet.

Founded in 2006, Unruly has 12 offices and employs 150 people globally. In 2012, Unruly secured a $25 million Series A investment led by Amadeus, Van den Ende & Deitmers and Business Growth Fund. The company has won 26 awards, including 'Best Content Distribution Platform' at the Braves Awards; 'Digital Innovator of the Year' at the Sunday Times Hiscox Tech Track 100; 'International Management Team of the Year' at the BVCA Awards 2013 and #14 on the Deloitte Technology Fast 500 EMEA. Unruly has been selected by Tech City as a Future Fifty Company.

To find out more, visit www.unrulymedia.com.


Press Contact

David Waterhouse, Head of Content, Unruly

Tel: 020 7199 5871/ 07967 663647

Email: david.waterhouse@unrulymedia.com

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Can You Spot The Latest Addition To The Unruly Trophy Cabinet?

04.06.2014 by Hayley Strang

Unruly was awarded a special commendation at today’s Santander Breakthrough 50 award ceremony to celebrate the 50 fastest growing companies in the UK.

Sarah Wood, co-founder and COO, and Scott Button, co-founder and CEO, joined 50 of the UK’s rising businesses to celebrate.

They lifted the award on behalf of all the Unrulies who make Unruly what is is today by embracing change, sharing the love and delivering wow every single day!

Unruly was in great company, with the #1 slot being scooped up by Tracsis. Other companies in the top 50 included BrewDog, Scotland's largest independent brewery and all round awesome brand, Funding Circle, the leading online marketplace for business loans and one of the key companies driving the sharing economy trend, and Seven Hills, the groundbreaking “campaigning” agency.

The winners were decided after the top 5 companies, including Unruly, participated in a Dragons Den-style pitch last week. The judging panel included the CEO of Santander UK, Dr Hermann Hauser from Amadeus, as well as founders from Ella's Kitchen, Smarta and Enterprising Women among others.

Unruly CEO, Scott Button, said: “It’s been brilliant talking to some of the country’s leading companies today and it’s an honour to be namechecked among them. The innovation that’s coming out of the UK is often overlooked. Today it was evident that there’s huge ambition and real success stories being built here.”  

He added: “Unruly won this award due to its proprietary technology, unique data set, its amazing team and its commitment to deliver wow to leading brands and their agencies. All of which have contributed to the company’s rapid growth trajectory.”

Unruly would like to say a huge congratulations to all the winners of the Breakthrough 50 Awards! We’re looking forward to watching you thrive in the coming months

You can see all the 2014 winners here and a full profile on Unruly here.

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Nike, Samsung and Castrol Top Unruly #Braziliant Brands Tracker

29.05.2014 by David Waterhouse
Only 1 of the top 3 most shared brands is a World Cup sponsor
Unruly Braziliant Brands Tracker

Nike, Samsung and Castrol are the brands leading the race to become the social video football champion of 2014.  

With only 2 weeks to go until the FIFA World Cup kicks off in Brazil, marketing technology platform Unruly has revealed the 11 advertisers whose football ads have attracted the most shares online.  

The ‘Braziliant Brands Tracker’, which features 11 brands to reflect the number of players in a football team, found that brands not affiliated with the World Cup* have driven more than half (54%) of the total shares to date (2.4 million shares).

Leading the way is non-sponsor Nike, with 1.28 million shares so far, with rival and official World Cup sponsor adidas down in seventh (158,201 shares).  

The bulk of Nike’s shares come from its Winner Stays” commercial, which has racked up 981,948 shares since its launch on April 25 and is the most shared football ad of 2014. It also boasts 3 of the top 10 most shared 2014 football ads so far and a share rate of 1.5% versus adidas’ 1.0%.

Meanwhile, Castrol is the most shared World Cup sponsor so far, with its ads attracting 962,206 shares. The British brand’s performance has been fuelled by social video hit Footkhana”, which features viral sensation Ken Block and Brazilian football star Neymar. Castrol is followed in 4th place by sponsor Coca-Cola, with 353,067 shares. Non-sponsor Pepsi, which misses out on the starting 11 in 14th place, managed 15,908 shares.

World Cup sponsors Emirates and Visa also made it into the top 11, while fellow sponsor Itau Unibanco, the largest bank in Latin America, sits on the bench in 13th place.

Other key stats include:

  • At 12th, Chevrolet is ahead of World Cup sponsor Kia, which appears in 26th place;
  • Sponsors Budweiser (16th), Sony (18th), McDonald’s (20th) and Johnson & Johnson (24th) all failed to make into the starting 11;
  • Chilean brand Cerveza Cristal takes the 11th spot, with its #ChileMeteMiedo campaign driving 37,404 shares. The video features Chilean players Arturo Vidal, Claudio Bravo and Gary Medel re-enacting scenes from horror films, including The Silence of the LambsThe Shining and The Sixth Sense;
  • Outside of the top 11, Croatian beer brand Ozujsko has managed to get in on the action, ranking 15th.

This is only the starting 11. Many brands are going for goal early, but we’ll be updating the tracker throughout the tournament. You can also see the most trending football ads in our World Cup chart here.

The ‘Braziliant Brands Tracker’ has been created using data from Unruly Analytics™ and the Unruly Viral Video Chart™, which cover 430 billion video views and are tracking 24 million shares per day. They rank videos by the number of shares they attract across Twitter, Facebook and the blogosphere. Official sponsors are based on this FIFA list. Official broadcasters, such as the BBC and ESPN, are also included.

Stats are based on the most shared football ads of 2014 to date and were compiled on 22 May, 2014.

UNRULY, UNRULY VIRAL VIDEO CHART, UNRULY ANALYTICS and logos and associated marks are trademarks of Unruly Group. Other marks are owned by their respective owners.

For all the World Cup news straight to your inbox, sign up to the Unruly Bulletin right here

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Unruly Named As AOP Awards Finalist For Second Year Running

22.05.2014 by Hayley Strang

Well done Ops Legends!

The Unruly Operations Team has been nominated for the AOP Digital Publishing Awards for the second year in a row.

The Awards recognise and champion excellence in digital advertising, reflecting the innovation and enterprise that characterises the industry. 

The shortlist also includes IPC Media and the Telegraph. The shortlist for the digital category was announced almost a week after all other categories were released, due to the fact that the quality of the entries were so high the judges needed more time to confer and decide! The full shortlist can be viewed here.

The Unruly team has been shortlisted due its renowned agility and deep commercial understanding. During 2013, Unruly released several new products to help leading advertisers and brands solve their toughest marketing challenges and keep ahead of the curve. Innovations included a skippable In-Stream format, which marked Unruly’s entry into the programmatic ecosystem, a 360 product set for Vine and Unruly ShareRank, an algorithm to predict the shareability of an ad before it launches.

This meant that the UK Operations team had to quickly develop skillsets within new areas of online video, using their commercial understanding, technical ability and agile processes. It’s a challenge that they more than rose to, using a combination of training and development, attending cross company squad meetings and feeding into product development iterations.

Glen Duncan, Global Operations Director at Unruly said, “It’s a privilege to have been shortlisted for this award again and to be listed among other industry-leading digital companies. Our mission as a company is to deliver the most awesome social video campaigns on the planet and the whole Operations team takes delight in delivering wow and sharing the love with our clients, smashing their expectations and KPIs.

“We’ve worked with over 450 advertisers across 3,600 campaigns so far, including the record breaking Dove Real Beauty Sketches, Three’s #Singitkitty, Castrol’s World Cup hit Footkhana and Mercedes’ Magic Body Control. The A+ players in our Operations team use their nous and our proprietary technology to consistently knock it out the park for our clients.”

The six month entry and selection process will culminate in a huge celebration at the awards ceremony on 3rd July at Roundhouse, London. Stay tuned for further updates!

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Speed Of Social Video Sharing Almost Doubles In 12 Months

21.05.2014 by David Waterhouse
42% of video shares now happen in the first 3 days of launch; Unruly launches in-stream format to help advertisers cope with increase in pace

The percentage of shares a brand video attracts online in its first three days of launch has almost doubled in 12 months.

That’s according to new research by marketing technology company Unruly into the lifecycle of a viral video. Unruly’s Social Diffusion Curve, which measures the speed of social diffusion for the top 4,000 videos across the social web, was first launched in April last year and found that a quarter of the average online branded video’s shares occur in the first three days of its launch.

A year later, that percentage has almost doubled to 42%, making the first few days even more crucial for marketers hoping to make their ads the talk of the web. The average percentage of shares on the day following launch, when the most shares usually happen, has also almost doubled from 10% to 18% over the last 12 months, while shares in the first week have also risen from 37% to 65%.

Using real-time data collected by cloud-based platform Unruly Analytics™, the analysis showed that: 

To help marketers cope with the speed of social and maximize the viral peak, Unruly has launched a new skippable pre-roll format in Unruly Activate™, the video distribution platform that engages 1.17 billion viewers across the Open Web.

With 74.1%  of video  views now happening outside of YouTube and its player (source: comScore Video Metrix, January 2014), Unruly’s in-stream format delivers cost-efficient, mass reach across the Open Web in the crucial kick-off phase following campaign launch. The format also marks Unruly’s entry into the programmatic ecosystem. Integrations with 60+ Data Management Platforms offer online and offline behavioral targeting and the unit features prominent sharing and branding to lift social and brand metrics.

Scott Button, founder and Group CEO of Unruly, said: “Using paid distribution and real-time programmatic targeting across the Open Web brands can maximize the sharing peak and slow the rate of viral decay in order to deliver maximum earned media and viewer advocacy on their video campaigns. Unlike standard pre-roll formats, in-stream skippables keep the users in control, as users decide whether or not they want to view the ad. Advertisers only pay when viewers have finished watching the video or at 30 seconds.”

Button added: “As brands place more emphasis on their digital video strategy, they are seeking a range of formats to engage audiences across multiple devices. Our highly-targeted in-stream skippables format complements the engaging in-page click-to-play format and is proving popular with advertisers looking to score big at the World Cup. With so many shares now happening in the first three days, in-stream skippables can drive massive awareness and help kick-start a viral cascade in a short space of time.”

To find out more about Unruly Activate and Unruly’s new skippable in-stream format, click here.



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Using Celebrities To Drive Word-Of-Mouth Is Waste Of Money, Says New Report

08.05.2014 by David Waterhouse
Distribution just as important as content, says research into advertising at tentpole events; also explains how Microsoft could have won the Super Bowl and that 93% of viewers didn’t realize Bob Dylan’s spot was for Chrysler

Advertisers who use celebrities to drive shares of their videos are wasting their marketing budgets, according to a new report launched today by marketing technology platform Unruly.

The Science of Sharing 2014 - which looks at commercials from this year’s Super Bowl to see why some performed well online and others missed the mark - found very few viewers cited the famous faces on show as a key reason why they would share the ads with their social networks. The stars were certainly out for Super Bowl 2014, with Bob Dylan, Ellen DeGeneres, Stephen Colbert, The Muppets,  U2, Arnold Schwarzenegger and the cast of 90s sitcom Full House among the many celebrities used to front multi-million dollar ad campaigns.

However, despite so many celebrities on show, online shares of ads that aired during the 2014 Super Bowl decreased by almost a third from the previous year - the first time shares of Super Bowl ads have decreased year-on-year. Meanwhile, none of the top 3 most shared ads from Super Bowl 2014 featured celebrities.

The report - released a month before the World Cup in Brazil kicks off and as Super Bowl sponsors start planning for next year’s event - also shows how Microsoft rather than Budweiser could have walked away with the Super Bowl crown. It also highlights how poor branding meant 93% of people who saw Bob Dylan’s Super Bowl didn’t realize it was for Chrysler, while 4% thought it was an ad for rival Ford.

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