Unruly Acquires Social Ad Platform Furthering International Expansion And Solidifying Position As Global #1 For Social Video Marketing

13.05.2013 by Eddie Tomalin
Enlarged media footprint and combined customer base confirms Unruly’s position as Number One for Social Video Marketing. Company poised to pounce on $10 billion social video advertising opportunity

 

London and New York, 13 May 2013 - Video technology company Unruly today announces it has acquired Shareifyoulike, the leading German platform for social video advertising. The acquisition combines Shareifyoulike’s portfolio of high quality media partners with Unruly’s global media footprint and proprietary technology, used by two-thirds of the Interbrand 100 and their agencies. Unruly’s international expansion has been rapid in order to meet growing demand from brands; the company now includes 11 offices worldwide, including five in the US.

With online video advertising the fastest growing category of ad spend in 2012 and predictions that global online video advertising spend will rise to $10 billion by 2015, the acquisition confirms Unruly’s position as the global market leader for social video marketing and supports its mission to deliver the most awesome social video campaigns on the planet.

“Demand for social video has reached a tipping point now that content marketing has established itself as a must-have marketing medium for every CMO’s strategic priorities and budget,” said Scott Button, co-founder and CEO at Unruly. “This acquisition not only accelerates our international growth but marks the start of consolidation in the market as social video technology is sitting high on the merger and acquisition agenda of large technology companies.”

Unruly’s market-first, multi-award winning innovations, such as Unruly ShareRank™, Unruly Analytics™ and its interactive app-based Social Video Player, helps agencies and brands to create contagious content and get their videos watched, tracked and shared across paid, owned and earned media.

“Unruly is a strong cultural and strategic fit for Shareifyoulike and will help us to leverage the market position we have built in Germany since 2010. Between us, we have delivered over 2,800 campaigns, with a total viewing time of over 979 years, perfectly positioning us to support leading brands and their agencies. Unruly’s data, technology and 360 degree product suite will help fuel our growth in this market and allow us to compete on the international stage,” said Martin Dräeger, founder and CEO of Shareifyoulike, who will assume the role of Unruly Managing Director in Germany.

All staff members in Unruly’s Berlin office have been offered relocation packages and Olaf Kroll, the current Managing Director of Unruly Germany, will be actively supporting the transition. He has done a terrific job opening up the German market for Unruly and has quickly developed a very strong footprint in this important market.

Sitting at the intersect of social and video, Unruly’s international expansion has been rapid in order to meet growing demand from brands and it now has 11 offices worldwide, including five in the US.

Download the press FAQs here.

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

About Unruly

Video technology company, Unruly, is the leading global platform for social video marketing. Unruly works with top brands and their agencies to predict the emotional impact of their videos and get them watched, tracked and shared across paid, owned and earned media. We're dedicated to finding elegant, data-driven solutions to the social marketing problems that challenge brand advertisers in today's cluttered and confusing media landscape. Our proprietary technology turns target audiences into engaged viewers and engaged viewers into customers and advocates. Brands use our social analytics dashboard to benchmark their content, outsmart the competition and demonstrate superior ROI.

In a nutshell, brands use Unruly to join the dots on Facebook, YouTube and the social web. The Unruly Viral Video Chart has tracked 329 billion video streams since 2006. With an engaged audience of 978 million consumers, across the full range of mobile, tablet and second screen devices, Unruly has delivered, tracked and audited 2.8 billion video views across 2,500+ social video campaigns for over 400 brands including Coca-Cola, T-Mobile, Volkswagen, Microsoft, Warner Brothers and adidas. We’ve worked with 60% of Interbrand’s Top 100 Best Global Brands and our mission is to deliver the most awesome social video advertising campaigns on the planet.

Founded in 2006, Unruly has 11 offices and employs over 125 people globally. In 2012, Unruly secured a $25 million Series A investment - the largest ever for a private company in the social video space. The company has won over 15 awards including “Best Content Distribution Service” at the Braves Awards; “Digital Innovator of the Year” at the Sunday Times Hiscox Tech Track 100 and #14 on the Deloitte Technology Fast 500 EMEA 2012. To find out more visit www.unrulymedia.com

About Shareifyoulike

Shareifyoulike – the name says it all. The online platform provides bloggers and content owners with engaging branded video content to place on their websites, blogs and social networks.

Shareifyoulike constantly expands its international network. The network consists of over 20,000 publishers, who share and post videos for advertisers and their media agencies in more than 26 countries. Shareifyoulike matches appropriate sites with relevant branded video content.

The result? Shareifyoulike has delivered more than 320 campaigns and reaches a seven-digit audience in appropriate, brand-safe environments.

Shareifyoulike takes advantage of the full potential of social media. Those who share, win. Engaging content gets shared more easily, often and faster. Social video delivers above average click through rates (3-18%) and engagement rates.

Shareifyoulike employs over 11 full-time employees. Martin Dräeger and Christoph Thielecke founded the platform in 2010 and are drivers and innovators in the social media world.

Shareifyoulike delivers absolute transparency to its clients. Customer always have access to their campaign performance in real-time. To find out more, please visit: www.shareifyoulike.com

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Unruly Unveils Top Vine Metrics And 100 Most Tweeted Vines To Celebrate App’s 100-Day Birthday

09.05.2013 by David Waterhouse
Branded Vines 4x More Likely To Be Shared Than Branded Videos And 5 Vine Tweets Sent Every Second, Says New Research

Five Vine videos are shared on Twitter every second. That’s according to new research released today by video technology company Unruly into the sharing patterns surrounding Twitter’s popular new mobile video app, which this week celebrated its 100-day birthday.

Using data collected from Unruly’s new Vine app, the study also found that branded Vines are four times more likely to be shared than branded online videos and that, generally, more Vine tweets occur during the weekend than all of the weekdays combined.

Collecting data from over 10 million Vines during a one-month period, it found that:

  • On average, 5 tweets per second contained a Vine link;
  • Weekends are the most popular time to share Vines. In fact, in most cases, they are more popular than all the previous weekdays combined;
  • Branded content accounts for 4% of the Top 100 tracked Vines (in comparison, only 1% of content is branded in the Unruly Viral Video Chart Top 100 Most Shared Videos);
  • Between 10-11 am EDT is when most Vine activity occurs;
  • Out of the 10 million Vines sampled, only 433 had more than 500 tweets, 176 had over 1,000 tweets and just 51 had more than 2,000 tweets;
  • The largest number of Vine tweets during the sample period (19,667) was sent on Monday, April 15 at 3-4pm EDT – just after the Boston Marathon explosions;
  • The number one Vine tracked over the period had 47,000 tweets, while the 100th most shared Vine video had 1,400 (see link below for top 100).

“This data can really help brands determine a strategy for using Vine in their marketing efforts. We have already seen brands like General Electric, adidas, AT&T, Volvo, Pepsi-Co and GAP adapt to the platform,” said Matt Cooke, CTO and co-founder at Unruly. “Vine is being used in a very complementary way to Twitter, with the 6-second video becoming the ‘ad’, much like the 140-character tweet.”

Top 20 Most Tweeted Vines

 

Author

Description

RTs

Link

1

Harry Styles

Emo's getting ready

47,894

 

http://vine.co/v/btBiEqQpgeU

2

Doug

Boston Marathon news

39,546

http://vine.co/v/bFdt5uwg6JZ

3

Harry Styles

Running and getting swooped at

33,757

http://vine.co/v/bUn7ddg2j9r

4

Lou Teasdale

Clickin clubbing

25,146

http://vine.co/v/btbFIFKh9qX

5

TylerTheCreator

SIKE!!!!!

16,708

http://vine.co/v/btXPeEhvpjL

6

TylerTheCreator

Real Harlem Shake

12,573

http://vine.co/v/bDFIMdrr6BK

7

Mike Carroll

FBI agent climbing

11,015

http://vine.co/v/bU6YvrOvnvx

8

Mike Lerner

That's a lot of phones

7,515

http://vine.co/v/bUMaEpnnjLn

9

The Wolverine

Movie Teaser

7,312

http://vine.co/v/bDExaiMjJ1F

10

Will Sasso

I Will Always Love You

7,076

http://vine.co/v/bgep05eMY3l

11

Lou Teasdale

Happy Birthday Tour

6,751

http://vine.co/v/bDMMiIjLVq0

12

Darren Criss

Blaine/Darren

6,204

http://vine.co/v/bUXa5dq22HW

13

Wiz Khalifa

Best mom ever

6,121

http://vine.co/v/bFqbzzH2zmD

14

Lou Teasdale

Me and Niall tour bus

5,525

http://vine.co/v/bDbuFEZd1BX

15

Wiz Khalifa

Im finna teleport

5,403

http://vine.co/v/btlIn0b067x

16

Uncle Blazer

PSA

4,974

http://vine.co/v/bj17p6hiiv0

17

Darren Criss

Principal’s office

4,629

http://vine.co/v/bTKiUUpZJFd

18

Darren Criss

Blaine on tour

4,290

http://vine.co/v/bPF6rA5bjpL

19

Kellin Quinn

Me getting naked

4,142

http://vine.co/v/bjj6erPUPEa

20

Marlo Meekins

MarLo Meekins's post

3,972

http://vine.co/v/b623zdwVuJB

“Vine sharing is really starting to take off. In just over 100 days, we are already seeing 5 Vine videos being shared every second. There is a massive opportunity here for brands to get really creative with this 6-second sensation, either to grab people’s attention quickly or as part of a much larger content marketing strategy,” continued Cooke.

“However, advertisers need to remember the fundamentals of why people share videos, short or long. First, they need to elicit an emotional reaction from their audience, and secondly they need to give their consumers a reason to share.”

To view the 100 Most Tweeted Vines, please click here. Unruly has also developed a Social Video Player plug-in that allows brand to integrate Vine into their current social video campaigns.

You can gain more insight into Twitter’s Vine app by downloading Unruly’s Guide For Brands On Vine here.

 

About the Methodology

The data collected is from March 22, 2013 to April 22, 2013. Data was sourced from Twitter querying Vine links, and over 10 million Vines were collected by Unruly during the sample period. Data points were collected using Unruly’s proprietary technology, which powers Unruly Analytics™ and the Unruly Viral Video Chart™.

 

About Unruly

Unruly is a video technology company that works with top brands and their agencies to predict the emotional impact of their videos and get them watched, tracked and shared across paid, owned and earned media. We use our proprietary technology to turn target audiences into engaged viewers and engaged viewers into customers and advocates. Brands use our social analytics dashboard to benchmark their content, outsmart the competition and demonstrate superior ROI.

In a nutshell, brands use Unruly to join the dots on Facebook, YouTube and the social web. The Unruly Viral Video Chart has tracked 329 billion video streams since 2006. With an engaged audience of 978 million consumers, across the full range of mobile, tablet and second screen devices, Unruly has delivered, tracked and audited 2.8 billion video views across 2,500+ social video campaigns for over 400 brands including Coca-Cola, T-Mobile, Volkswagen, Microsoft, Warner Brothers and adidas. We’ve worked with 60% of Interbrand’s Top 100 Best Global Brands and our mission is to deliver the most awesome social video advertising campaigns on the planet.

Founded in 2006, Unruly has 11 offices and employs over 125 people globally. In 2012, Unruly secured a $25 million Series A investment - the largest ever for a private company in the social video space. The company has won over 15 awards including “Best Content Distribution Service” at the Braves Awards; “Digital Innovator of the Year” at the Sunday Times Hiscox Tech Track 100 and #14 on the Deloitte Technology Fast 500 EMEA 2012. To find out more visit www.unrulymedia.com

UNRULY, UNRULY MEDIA and associated names, marks, logos and designs are trademarks and/or registered trademarks owned by Unruly Group Limited in the United Kingdom, United States and elsewhere.

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A Quarter Of Branded Video Shares Occur Within The First Three Days Of Launch

24.04.2013 by David Waterhouse
Unruly’s ‘Social Diffusion Curve’ shows the lifecycle of a viral video

A quarter of the average online branded video’s shares occur in the first three days of its launch. That’s according to a new research by video technology company Unruly into the lifecycle of a viral video.

The Social Diffusion Curve, which measures the average number of shares a video attracts across the social web throughout its lifetime, also found that the ‘viral peak’ of a brand’s video campaign occurs on the second day, when the average online ad will attract one in 10 of its total shares across the social web.

Using data collected by the Unruly Viral Video Chart, which has been tracking the most popular videos on the web for the last seven years, the analysis showed that:

  • 10% of shares occur on day two;
  • 25% of shares occur in the first three days;
  • 50% of shares occur within the first three weeks;
  • 66% of shares occur in the first three months;
  • There are strong correlations between shares achieved in days one to three, days one through six and all-time shares.

“This data can really help brands determine the likely ‘shareability’ of their videos by watching shares in the first week of launch,” said Ian Forrester, Global Insight Lead at Unruly. “We found that the first days following the launch are key to both the video’s short and long-term success. Additionally, there are strong correlations between shares achieved in the early days of the campaign and all-time shares. Brands who have great shareable content should consider this when planning their distribution strategies during the critical launch stage."

“For brands that are serious about maximizing the viral spread of their video content, looking at the most successful videos of 2012 shows that generating large numbers of views and shares early on in the campaign cycle does two things: it increases the likelihood of creating a viral cascade in the crucial first days of a campaign and it also leads to increased views and shares over the longer term,” explains Sarah Wood, COO and Co-Founder at Unruly. 

The Social Diffusion Curve is based on an analysis of the 200 most shared branded videos of 2012.  Unruly recently launched Unruly ShareRank, an algorithmic tool that allows advertisers to predict the ‘shareability’ of their video content, repeatedly and at scale, before it is even launched.

Note to Editors

To download an image of the Social Diffusion Curve, please click here.

About Unruly

Unruly is a video technology company that works with top brands and their agencies to predict the emotional impact of their videos and get them watched, tracked and shared across paid, owned and earned media. We use our proprietary technology to turn target audiences into engaged viewers and engaged viewers into customers and advocates. Brands use our social analytics dashboard to benchmark their content, outsmart the competition and demonstrate superior ROI.

In a nutshell, brands use Unruly to join the dots on Facebook, YouTube and the social web. The Unruly Viral Video Chart has tracked 329 billion video streams since 2006. With an engaged audience of 978 million consumers, across the full range of mobile, tablet and second screen devices, Unruly has delivered, tracked and audited 2.8 billion video views across 2,500+ social video campaigns for over 400 brands including Coca-Cola, T-Mobile, Volkswagen, Microsoft, Warner Brothers and adidas. We’ve worked with 60% of Interbrand’s Top 100 Best Global Brands and our mission is to deliver the most awesome social video advertising campaigns on the planet.

Founded in 2006, Unruly has 11 offices and employs over 125 people globally. In 2012, Unruly secured a $25 million Series A investment - the largest ever for a private company in the social video space. The company has won over 15 awards including “Best Content Distribution Service” at the Braves Awards; “Digital Innovator of the Year” at the Sunday Times Hiscox Tech Track 100 and #14 on the Deloitte Technology Fast 500 EMEA 2012. To find out more visit www.unrulymedia.com

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Lackluster Performance at the Super Bowl from Autos Sector Allows Entertainment and CPG Brands to Steal the Show in First Quarter of 2013

16.04.2013 by David Waterhouse
Unruly Announces Social Video Report: Q1 2013

Video technology company Unruly today announces its social video report for Q1 of 2013, which provides a look at the top trends in video advertising. This quarter has brought some unexpected surprises due to a stellar performance by CPG brand ad campaigns at the Super Bowl.

Unruly’s findings show that CPG ad campaigns attracted almost as many online video shares as movie, TV and videogame trailers during the first quarter of 2013.

All data in this report is supplied by Unruly Analytics™, a cloud-based dashboard that measures content from 1,300 brands across all verticals. In related news, Unruly today also announced the launch of its Analytics Dashboard (see companion release, Unruly Launches Analytics Dashboard; Enables Brands and Agencies To Outsmart the Competition With Real-Time Intelligence), a real-time analytics dashboard which allows advertisers to gauge the social impact of their current and previous social video strategies versus their competitors.

“Thanks to highly-successful campaigns such as Budweiser’s Brotherhood ad, the number of video ad shares across the social web for CPG campaigns increased by 78.2% during the first three months of the year,” said Ian Forrester, Head of Insight at Unruly. “The biggest surprise we saw in performance for this quarter is the auto sector, which finished fourth, behind technology.”

The Super Bowl, the perfect marriage of TV and online, is traditionally the main focus of autos manufacturers’ marketing budgets, but it didn’t seem to pay off for them this year calculated by the sector’s shares across the social web. In 2011, three of the top five most shared Super Bowl ads came from autos brands, in 2012 it was four. In both years, auto campaigns also took the top spots (VW and Chevrolet). However, in 2013, autos brands filled only two of the top five, while Budweiser provided the number one ad.

Entertainment Entertained Us in Q1

  • Entertainment was the most sociable vertical of Q1 2013, with 28.7% of all content shares (9,824,300). Two hugely successful trailers for one movie, the Fast & Furious 6, drove this.

CPG Landed the 2nd Spot

  • CPG was the second strongest performing vertical in Q1 2013, with 8,668,203 shares for the period;
  • Leading the charge for CPG was Budweiser’s Super Bowl ad, ‘Brotherhood’ – the second most shared Super Bowl ad of all time – and Pepsi’s ‘prankvertising’ masterclass ‘Test Drive’, in which an incognito NASCAR driver (Jeff Gordon) takes a supposedly ‘unsuspecting’ car salesman for the test drive of his life.

Tech Rocks The Third Spot

  • Tech was the third strongest performing vertical, with a share of shares of 17.0% (5,817,807 shares);
  • Interestingly, the best Tech videos - Three’s hugely successful ‘Dance Pony Dance’, Microsoft’s ‘Child of the Nineties’ and Google’s ‘How it Feels through Glass’ - each adopted different content approaches in their bid for social video success: there’s no such thing as a one-size-fits-all approach to social video marketing in the Tech sector.

Auto’s Surprising Drop This Quarter

  • Autos enjoyed strong growth for the period quarter on quarter (+377.9%), achieving 3,209,008 shares, which is not surprising given auto manufacturers’ traditional focus on the Super Bowl, however, they still lagged behind other verticals in Q1;
  • After huge campaigns in 2011 (Volkswagen’s The Force) and 2012 (VW’s The Bark Side and Chevrolet’s collaboration with pop group OK Go in music video ‘Needing/Getting’), 2013 was not such a great year for auto brands at the Super Bowl.

To download a copy of the full white paper, please visit: www.unrulymedia.com/unruly-whitepapers

UNRULY and logos and associated marks are trademarks of Unruly Group. Other marks are owned by their respective owners.

About the Methodology

The data collected is from January 1, 2013 until March 31, 2013. Some of the data used in Unruly Analytics also powers the Unruly Viral Video Chart™, which has been trusted since 2006 by advertisers worldwide to track their video content. Many platforms don't begin tracking content until users have identified the content and asked for it to be tracked by entering it into the database themselves. Unruly Analytics already tracks 1,300 global brands and counting.

About Unruly

Unruly is a video technology company that works with top brands and their agencies to predict the emotional impact of their videos and get them watched, tracked and shared across paid, owned and earned media. We use our proprietary technology to turn target audiences into engaged viewers and engaged viewers into customers and advocates. Brands use our social analytics dashboard to benchmark their content, outsmart the competition and demonstrate superior ROI.

In a nutshell, brands use Unruly to join the dots on Facebook, YouTube and the social web. The Unruly Viral Video Chart has tracked 329 billion video streams since 2006. With an engaged audience of 978 million consumers, across the full range of mobile, tablet and second screen devices, Unruly has delivered, tracked and audited 2.8 billion video views across 2,500+ social video campaigns for over 400 brands including Coca-Cola, T-Mobile, Volkswagen, Microsoft, Warner Brothers and adidas. We’ve worked with 60% of Interbrand’s Top 100 Best Global Brands and our mission is to deliver the most awesome social video advertising campaigns on the planet.

Founded in 2006, Unruly has 11 offices and employs over 125 people globally. In 2012, Unruly secured a $25 million Series A investment - the largest ever for a private company in the social video space. The company has won over 15 awards including “Best Content Distribution Service” at the Braves Awards; “Digital Innovator of the Year” at the Sunday Times Hiscox Tech Track 100 and #14 on the Deloitte Technology Fast 500 EMEA 2012. To find out more visit www.unrulymedia.com

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Unruly Launches Analytics Dashboard; Enables Brands And Agencies To Outsmart The Competition With Real-Time Intelligence

16.04.2013 by David Waterhouse
World's Largest Video Sharing Database Now Provides Historical and Real-Time Analytics

Video technology company Unruly today launches a real-time analytics dashboard which allows advertisers to gauge the social impact of their current and previous social video strategies versus their competitors.

Released in open beta today, Unruly Analytics™ is based on the company’s proprietary technology, which has tracked seven years’ worth of historical video sharing data across YouTube, Facebook, Twitter and the blogosphere. The cloud-based dashboard has been beta-tested by some of the world’s biggest advertisers and measures content from 1,300 brands across all verticals.

"Unruly Analytics is super easy to use, has a sleek user interface and offers beautiful data visualization which updates in split seconds,” said Irène Labus, Analytics Director, Havas, who has been beta-testing the product.  “What’s most valuable about the product is that the real-time data tracks such a broad spectrum of branded video content, across paid, owned and earned media." 

The solution is available in two versions. The Benchmark Edition is used to effectively measure a brand’s social video footprint against its competitors while the Campaign Edition provides real-time insight into a specific campaign’s performance and ROI.

Unruly Analytics provides:

  • Cloud-Based Access: Login wherever and get real-time insights into video performance to quickly pull reports, measure success and inform future strategies. The data is collected every 60 seconds so you can always have an accurate picture of what’s happening;
  • Enterprise-grade software platform: Robust, stable product based on seven years of research and development;
  • Data Visualization: Create a variety of simple and elegant visual representations of vast  sets of data in seconds. Present them in an wide choice of classic and cutting edge visual analytics – including pie charts, bar graphs, polar charts and even streamgraphs!;
  • Historical and Real-Time Analysis: Capture data from specific timeframes e.g. last quarter, last year and past 24 hours;
  • Competitive Analysis: Benchmark a brand’s social video performance to outsmart the competition;
  • Granular Metrics: Track a broad variety of metrics, including total shares, shares by platform, views, views by platform, comments and likes;
  • Easy to use: The solution is easy to use and requires zero training.   

“We are seeing an explosion in the social video market and brands are struggling to keep pace with how to measure the medium and report the success and ROI. Four billion items are shared on Facebook every day and 700+ YouTube videos are shared on Twitter every minute,” said Matthew Cooke, CTO and co-founder of Unruly. “Unruly Analytics bridges the gap between the big data deluge and the ability to pull actionable insight from video content tracking. Brands can now benchmark the success of their individual video campaigns or calculate their total share of voice versus their competitors.”

Unruly has tracked over 329 billion video views and tracks 1.6 million videos at any one time (in real time). Some of the data used in Unruly Analytics also powers the Unruly Viral Video Chart™, which has been trusted since 2006 by advertisers worldwide to track their video content.

Many platforms don't begin tracking content until users have identified the content and asked for it to be tracked by entering it into the database themselves. Unruly Analytics is already tracking 1,300 global brands and counting. This is the reason why users are able to access historical data and competitive intelligence as soon as they log in to the dashboard, with no set-up required.

Predictions are that global online video advertising spend will rise to $10 billion by 2015, with internet ad spend expected to account for 59 percent of the growth in total ad spend between 2012 and 2015. In such a fast-paced environment, it is critical that brands have access to up-to-the-minute statistics.

Unruly Analytics is the latest in a line of Unruly™ products released in 2013. It completes Unruly’s capability to provide end-to-end campaign support to its clients, from creative solutions and content evaluation, through video distribution, social tracking and now customizable benchmarking.

Availability

To register your interest in trialing Unruly Analytics, please click here.  

Notes to Editors

Screenshots of Unruly Analytics are available here. Unruly has released its Social Video Report: Q1 2013 using data supplied Unruly Analytics. You can download the report here.

UNRULY and logos and associated marks are trademarks of Unruly Group. Other marks are owned by their respective owners.

About Unruly

Unruly is a video technology company that works with top brands and their agencies to predict the emotional impact of their videos and get them watched, tracked and shared across paid, owned and earned media. We use our proprietary technology to turn target audiences into engaged viewers and engaged viewers into customers and advocates. Brands use our social analytics dashboard to benchmark their content, outsmart the competition and demonstrate superior ROI.

In a nutshell, brands use Unruly to join the dots on Facebook, YouTube and the social web. The Unruly Viral Video Chart has tracked 329 billion video streams since 2006. With an engaged audience of 978 million consumers, across the full range of mobile, tablet and second screen devices, Unruly has delivered, tracked and audited 2.8 billion video views across 2,500+ social video campaigns for over 400 brands including Coca-Cola, T-Mobile, Volkswagen, Microsoft, Warner Brothers and adidas. We’ve worked with 60% of Interbrand’s Top 100 Best Global Brands and our mission is to deliver the most awesome social video advertising campaigns on the planet.

Founded in 2006, Unruly has 11 offices and employs over 125 people globally. In 2012, Unruly secured a $25 million Series A investment - the largest ever for a private company in the social video space. The company has won over 15 awards including “Best Content Distribution Service” at the Braves Awards; “Digital Innovator of the Year” at the Sunday Times Hiscox Tech Track 100 and #14 on the Deloitte Technology Fast 500 EMEA 2012. To find out more visit www.unrulymedia.com

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New Renault Clio Puts Va-Va Voom Into Test Drives With Too-Hot-For-TV Ad Campaign

28.03.2013 by David Waterhouse
Experiential ad is first to come out of Unruly’s creative solutions team

LONDON, March 28, 2013:  Shocked drivers get a lot more than they bargained for during a test drive of the New Renault Clio in a new ad campaign from Renault and video technology company Unruly.

Harnessing the current trend for experiential ads, the video - produced by Scorch London, as part of a campaign created by Manning Gottlieb OMD - is the first where Unruly’s creative solutions team has incorporated insight and methodology from Unruly’s Social Video Lab.

Celebrating the Renault Clio’s strong heritage and famous ‘Va-Va-Voom’ tagline, the commercial features unsuspecting drivers being given a sexy surprise when they are encouraged to press a fictitious Va-Va Voom button by the car salesman.

As well as being reminded of the Renault Clio’s long history of memorable advertising, the drivers experience a group of scantily-clad dancers surrounding the car. There are two versions of the video: one featuring female dancers and one with guys.

The social video has been created to integrate within a wider offline and digital campaign which has been planned and bought by Manning Gottlieb for the launch of the new Renault Clio. The ad is being distributed by Unruly.

Barney Worfolk-Smith, Head of Creative Solutions at Unruly, said: “This is a great example of a campaign which uses Unruly’s insight, distribution and strong production partnerships to deliver a social video campaign.

“The ad adheres to some of the key motivations behind video sharing, while addressing Renault’s core messaging around the new Renault Clio.

“I’m particularly pleased about the open collaborative process between all the parties involved to plan and execute a piece from the early stages, allowing it to work with other Renault Clio activity, rather than in isolation from it.”

Matt Lamprell, Digital Brand Communications Manager at Renault, said: “We were really keen to find a way to showcase the New Clio in an innovative and exciting way online and we feel we’ve managed to achieve that with this campaign.

“New Clio is a stylish, attractive model that appeals to a wide audience – and we hope these videos will do just the same, helping extend the reach of our more traditional launch communications.”

Lauren Fisher, Digital Planner at Manning Gottlieb OMD, said: “With so many advertisers producing great viral content, it is important to create something which is genuinely shareable whilr staying true to the brand - we believe this video does just that.”

Scorch director Steve Jay added: “To be tasked with conceiving and then producing a campaign that both adheres to the long-standing traditions of Renault's previous Va Va Voom campaigns, whilst also featuring shareable content that fulfils Unruly's “science of sharing” findings has been a fantastic challenge and one we’ve relished here at Scorch.  

“It has been so enjoyable working closely with all parties to bring this campaign to life, while also being given the creative freedom to deliver our original idea.”

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TIME: Testing the Science of Sharing at the Super Bowl: Can Viral Ads Be Manufactured?

05.02.2013 by David Waterhouse
Predicting Virality

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.

To read the full article, click here.

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Tech City’s Free Pop-Up University Opens

30.01.2013 by Louise Tullin
Stephen Welton, Chief Executive of the Business Growth Fund, and Bruce Daisley, UK Sales Director of Twitter, Unveil City Unrulyversity for Budding Entrepreneurs

LONDON — 30 January 2013 — Unruly, the award-winning global technology platform for social video advertising, has partnered with City University London to open a free pop-up university designed to inform, inspire and empower the next generation of Tech City entrepreneurs. 

Located at the heart of Tech City, City Unrulyversity is provided by leading academics from City University London. The venture will be opened today by Stephen Welton, Chief Executive of the Business Growth Fund and Bruce Daisley, UK Sales Director of Twitter. 

City Unrulyversity combines academic rigour and a commitment to pushing the boundaries of knowledge with practical relevance from the world of business. The lectures offer advice on everything from creative thinking in agile app development to fast track venturing. It kicks off with a taster session by the University’s Dr Caroline Wiertz (Cass Business School) and Twitter’s Bruce Daisley.

In this Theory Meets Practice session, entitled ‘Does chatter matter? Word of mouth influences on consumer behavior’, Caroline and Bruce join forces to show how academic research can inform and guide business practice by discussing a study on Twitter’s impact on consumer word-of-mouth and product adoption. All sessions are interactive and focus on sharing knowledge, challenging assumptions and reflecting on business practice.

“This is just the kind of creative collaboration that makes Tech City a unique place to locate and grow a business. Great things happen when start-ups collide with academia and I’m looking forward to more of this happening within our community. I’m delighted that Unruly and City University London have created this new innovative way of sharing and thinking with the Tech City cluster to help the next wave of entrepreneurs grow and flourish,” says Joanna Shields, Chief Executive Officer and Chair of Tech City Investment Organisation.

"BGF is passionate about entrepreneurship which is the lifeblood of our economy. City Unrulyversity is a brilliant and original idea; a great way to reach beyond the traditional boundaries of academia in a practical and exciting way. The UK has so many innovative young people. If we can inspire and guide them, and bring them a fresh way to access the very latest in education, then I believe we will truly empower the next generation of business leaders,” says Stephen Welton, Chief Executive of the Business Growth Fund. 

“City Unrulyversity is a first-of-its-kind collaboration between academia and the start-up community and its mission is to inspire and engage the next generation of digital entrepreneurs,” says Sarah Wood, Co-Founder at social video platform Unruly.

“Historically, new forms of educational opportunity have accompanied moments of exceptional creativity and we hope that this groundbreaking pop-up university will help to nurture tech and business creativity with its stimulating, cross-disciplinary programme and help to bridge the digital divide with its open door policy.”

“We are committed to taking an active part in the growth of Tech City and have much to offer,” says Professor Paul Curran, City’s Vice-Chancellor.

“Our graduates are amongst the country’s most employable, our cutting edge research can be applied to digital businesses and we can supply world-leading consultancy, start-up support and specialist facilities.

“We’re pleased to be collaborating with Unruly in City Unrulyversity and we look forward to further collaborations with Tech City businesses."

Individuals who attend five City Unrulyversity sessions will become eligible to apply to Cass Business School’s entrepreneurship fund, a £10 million venture capital fund providing growth equity to start-up and early stage companies.

To register for the full list of the free courses, please click here: http://www.cityunrulyversity.com

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Unruly Launches Data-Driven Tool To Predict ‘Shareability’ Of Ads Before Launch

29.01.2013 by David Waterhouse
Powered by proprietary algorithm and in collaboration with leading academics, Unruly ShareRank cracks code for social video success

LONDON, NEW YORK, PARIS, BERLIN, STOCKHOLM, — January 29, 2013 — Unruly, the award-winning global platform for social video advertising, today launches an algorithmic tool that allows advertisers to predict the ‘shareability’ of their video content, repeatedly and at scale, before it is even launched.

Unruly ShareRank™ allows advertisers to optimize their content marketing strategy by calculating the amount of earned media their videos are likely to attract across the social web and how much paid investment should be deployed.

Advertisers who use the predictive tool will gain insight into the psychological, social and content triggers that affect the success of their video content and, more importantly, they’ll know the word of mouth potential of their video before they spend anything on media.

The algorithm has been developed over 6 months at the Unruly Social Video Lab by our team of statisticians, who have mapped a variety of sources into one solution to predict social video success. These include:

  • Technology: The Unruly Viral Video Chart uses proprietary social tracking technology, which has been collating video sharing data for seven years and now stores data from over 300 billion video streams;
  • Academic research: Collaboration with leading academics, particularly Dr Karen Nelson-Field, of the Ehrenberg-Bass Institute for Marketing Science, on the key variables that drive video sharing;
  • Consumer data: Analysis of thousands of consumer panel responses, measuring their emotional and social reactions and motivations to share video content.  

Unruly ShareRank helps brands create contagious content and optimize their paid media distribution accordingly. Some of the world’s top advertisers and their agencies, including ZenithOptimedia, have been beta testing the product.

Sarah Debnam, head of digital planning worldwide at ZenithOptimedia, said: “With brands operating in an increasingly cluttered environment, it’s more important than ever to get cut-through. By using Unruly ShareRank, our clients will be able to optimize the earned media potential from their level of paid media investment.”

“It’s been a lot of fun collaborating with Unruly on the science of sharing. Predicting a social video hit is no longer about luck. Videos that elicit high intensity, positive emotions are three times more likely to be shared than videos that elicit low intensity, negative emotions. It means CMOs can now confidently predict the effectiveness of their content marketing investment,” said Dr Nelson-Field.

Unruly CTO and co-founder, Matt Cooke, added: “We are currently tracking over 2 million video shares each day. We have mapped this data to viewer responses to train the Unruly ShareRank algorithm, which is the only metric on the market to predict the shareability of a video based on seven years’ worth of video sharing data. Scrutinizing views is not enough – in a digital world, brands need to understand what drives consumers to engage with their content.”

Sarah Wood, Unruly COO and co-founder, said: “A wildly successful video ad is usually seen as a black swan, an outlier that's unpredictable and unrepeatable. For leading brand marketers, discovering how to create and distribute highly shareable content, repeatedly and at scale, is at the top of their wish list. Unruly ShareRank does precisely this.”

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/svl.

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

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NEW GUIDE OFFERS BRANDS ADVICE ON HOW TO OPTIMIZE THEIR SUPER BOWL 2013 CAMPAIGNS FOR THE SOCIAL WEB

16.01.2013 by David Waterhouse
Unruly reveals that 75% of most shared online ads from Super Bowl 2012 were launched before Super Sunday

 

LONDON, NEW YORK, PARIS, BERLIN — 16 January 2013 — Did you know that three-quarters of the top 20 ads from Super Bowl 2012 were launched online before the big game? Or that just over a half of the social shares (across Facebook, Twitter and the blogosphere) from last year’s Super Bowl occurred after March 1, 2012?

These and many more insights are included in a new definitive guide on how brands can optimize their Super Bowl 2013 ad campaigns for the web, launched today by the global platform for social video advertising, Unruly.

The Unruly Super Bowl Social Video Playbook provides advertisers with insight into the type of content which is proven to get shared online and advises when to launch their videos in the lead-up to Super Sunday. Brands can gain insight into how they can connect with their audience, stand out from other sponsors and ultimately boost their ROI.

To coincide with its launch, Unruly has also released an infographic of ‘The Top 10 Super Bowl Social Video Facts Every Brand Should Know’. The insights include:

  • 75% of the top 20 most shared ads from Super Bowl 2012 were launched before Super Sunday;
  • VW has been the most shared brand of the last two Super Bowls. Its 2012 teaser video attracted 3x more shares than its game day ad;
  • 55% of shares from Super Bowl 2012 occurred after March 1 2012;
  • The total number of shares in Super Bowl ads increased by 129% from 2011 to 2012;
  • The top 10 Super Bowl ads of 2012 were on average 83 seconds long, 31 seconds longer than in 2011.

Both the infographic and the playbook use industry-leading data derived from proprietary technology from the Unruly Viral Video Chart and the world’s first social video lab.

Art Zeidman, President, Unruly Americas, said: “Unruly’s Super Bowl Social Video Playbook gives advertisers critical, actionable insights on how they make the most of their Super Bowl social video strategy.

“While the passive viewing figures of the Super Bowl on network TV look impressive at first glance, the real meat of the campaign response happens online, where conversations and social sharing turn the spark of popularity into an online phenomenon.”

Downloads:

·         The Unruly Super Bowl Social Video Playbook

·         Infographic: ‘Top 10 Super Bowl Social Video Facts Every Brand Should Know’

·         The Most Shared Super Bowl Ads Of All Time

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Unruly is the global leader in social video advertising and the home of social video insight. Copyright © 2013 Unruly Group Limited All Rights Reserved. Unruly serves Fortune 100 brands and their agencies with social video advertising campaigns, exclusive proprietary data, consumer insight and technology. UNRULY, UNRULY MEDIA and associated names, marks, logos and designs are trademarks and/or registered trademarks owned by Unruly Group Limited in the United Kingdom, United States and elsewhere. Other trademarks are owned by their respective owners.