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NEW YORK, NY – August 7, 2014 - Marketing technology company Unruly today announces it is has partnered with Nielsen to offer a 100% audience guarantee against Nielsen Online Campaign Ratings™ to help advertisers deliver greater efficiency, from planning to in-flight campaign optimization to audience guarantees and post-campaign analysis.
It will be available for US advertisers on Unruly’s In-Stream skippable pre-roll format, which features branding and sharing functionality, as well as a comprehensive suite of programmatic targeting options.
Nielsen Online Campaign Ratings measures the true audience of a digital ad campaign by combining Nielsen panel data with aggregated, anonymous demographic data from digital data providers. Using this unique hybrid approach, Nielsen is able to measure online advertising campaigns of nearly any size, running nearly anywhere on the web. Nielsen Online Campaign Ratings has seen swift adoption by many large brands as it allows them to use the same metrics for TV and digital video advertising.
“With three-quarters of video views happening outside of YouTube, it’s more important than ever to reach audiences where they are watching and sharing videos. Unruly’s In-Stream format already delivers cost-effective, mass reach to over a billion connected consumers watching video content across the Open Web. And now with Unruly and Nielsen Online Campaign Ratings, advertisers can be assured that their social video ads were not just viewed, but were also seen by their desired audience within Nielsen’s dataset,” said Richard Kosinski, president, Unruly US.
“Advertisers continue to struggle to keep pace with the evolving landscape associated with programmatic exchanges. Nielsen Online Campaign Ratings provides clients with a deeper understanding of where their ads are being watched and provides an additional layer of comfort to assure they’ve delivered against their targets to reduce wastage and deliver higher ROI,” added Kosinski.
“Defining success can be challenging in this dynamic media ecosystem, but companies like Unruly demonstrate a commitment to measuring and then delivering success to clients through the integration of solutions like Nielsen Online Campaign Ratings,” said Andrew Feigenson, Managing Director, Digital Client Services, Nielsen. “We’re excited to forge this relationship with Unruly to better assist media clients as they navigate the industry at a time when fragmentation makes reliable and consistent success metrics more critical than ever.”
Unruly provides end-to-end solutions for more than two-thirds 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. The company has 12 offices around the world, most recently opening its Asian headquarters in Singapore.
UNRULY, UNRULY ACTIVATE, UNRULY ANALYTICS, UNRULY SHARERANK and logos and associated marks are trademarks of Unruly Group. Other marks are owned by their respective owners.
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.
Our end-to-end solution cracks the code on social video sharing. 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.
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 unrulymedia.com.
An ad for Activia yoghurt starring Colombian pop princess Shakira has become the most shared ad of all time, according to data released today by marketing technology company Unruly.
The three-and-a-half minute music video - called 'La La La (Brazil 2014)' and released in partnership with the World Food Programme - has overtaken Volkswagen's Super Bowl commercial ‘The Force’, which has held the number one position since February 2011.
Released on May 22, ‘La La La (Brazil 2014)’ has attracted 5,375,756 shares across Facebook, Twitter and the blogosphere. Volkswagen’s ‘The Force’ (5,372,945 shares) had previously held the top spot for more than three years, while ‘La La La (Brazil 2014)’ was able to leapfrog the number one within two months of launch.
Driving the success of the video was Danone yogurt brand Activia’s collaboration with the Colombian pop star, who recently became the first person to reach 100 million Facebook likes. This ad is also the most successful example of a brand capitalizing on the growing trend of ‘trackvertising’, where a brand and musical artist co-release a video which is both a musical track and advertisement.
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.
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.
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.
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:
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.
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;
“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:
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.
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.
To find out more, visit www.unrulymedia.com.
David Waterhouse, Head of Content, Unruly
Tel: 020 7199 5871/ 07967 663647
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.
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:
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.