Sign-up to our newsletter for the latest Unruly updates
Digital Leaders Trends Briefing
Marketing Land Summit
Marketing Land Summit
Tweets by @unrulymedia
Sarah Wood, co-founder and chief operating officer at Unruly, examines how advertisers use the Super Bowl as part of their media strategy on Bloomberg Television’s “The Pulse.”
Budweiser’s “Puppy Love” was the runaway winner of Super Bowl 2014. The cute commercial, which tells the story of an unlikely friendship between a horse and a puppy, was not only the most shared video online, but also the ad which attracted the most TV coverage.
The ad has so far generated 1.31 million shares, according to data supplied by Unruly’s Viral Video Chart, making it the sixth most shared Super Bowl ad of all time (so far).
It crowned an incredible Super Bowl for the Anheuser–Busch InBev brand, which has now overtaken Volkswagen as the most shared online Super Bowl brand of all time** after also grabbing second spot with its ad “A Heroes’ Welcome”. Bud Light’s prankvert “Ian Up For Whatever” finished fifth. Axe’s “Make Love Not War” and Jaguar’s “British Villains’ Rendez-Vous” finished third and fifth respectively.
January 16, 2014 — Super Bowl 2013 video ads attracted almost twice as many shares online as the previous year.
That’s according to new data* released today by marketing technology platform Unruly, which found the number of video shares has grown 30 times in the last three years.
The top 10 most shared ads from Super Bowl 2013 generated a total of 10.2 million shares across Facebook, Twitter and the blogosphere - an 89% increase from 2012 (5.4 million), and a substantial uplift from the 355,325 shares the top 10 commercials managed in 2010.
Other stats included in Unruly’s infographic, ‘Super Bowl: 10 Facts Every Brand Should Know’, are:
Unruly’s U.S president Richard Kosinski said: “The Super Bowl is no longer just about creating a compelling :30 TV spot that will be the talked about at the office on Monday morning. With more than 500,000 shares of branded video every 24 hours [source: Unruly Viral Video Chart], the Super Bowl offers advertisers a unique opportunity to efficiently extend the reach of their Super Bowl investment and generate excitement leading up to Super Bowl Sunday and beyond.
“However, a lot of brands need to raise their game if they want to come away with a winner by making content that created a powerful connection with its online audience. Budweiser did just that in 2013. ‘Brotherhood’ really touched a nerve among its audience, who made it the third most shared Super Bowl ad of all time within just five days.”
Unruly has also created a playbook, offering insight and tips on how brands can make their content more contagious - even with just over two weeks to go.
Kosinski added: “Our playbook and stats should be the first stop for any brand looking to make the most of the incredible opportunity the Super Bowl provides.
“It helps answer questions like when you should launch your ad online, how long you should make your ad, whether you should include a teaser campaign and what kind of content is most likely to be shared online.”
You can download Unruly’s Playbook by clicking here.
Unruly COO and co-founder Sarah Wood added: “It’s going to be a really exciting year. Super Bowl brands are keeping their cards close to their chest. Last year we saw a lot of advertisers releasing teasers ads to their Big Game spots in the days and weeks leading up to Super Bowl Sunday. This year we are seeing a lot fewer, so expect some big surprises on the day.”
Unruly’s 2014 Super Bowl Playbook and infographic ‘Super Bowl: 10 Facts Every Brand Should Know’ are based on data from the Unruly Viral Video Chart™ and Unruly Analytics™, which ranks videos by the number of shares they attract across Twitter, Facebook and the blogosphere as opposed to the number of views.
As such, it’s a true measure of a brand’s viral success, ranking branded content by the volume of active pass-on rather than the more passive metric of video consumption (views).
Stats were compiled on January 8, 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.
Marketing technology company Unruly is the leading global platform for social video marketing and 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.
Our end-to-end solution cracks the code on social video sharing. Brands can predict shareability with Unruly Labs, activate the Open Web with Unruly Activate and prove social ROI with Unruly Analytics, a cloud-based dashboard providing real-time competitive benchmarks across 6 billion customizable data points.
The Unruly Viral Video Chart has tracked 424 billion video views since 2006. With an engaged audience of over a billion consumers, across the full range of mobile, tablet and second screen devices, Unruly has delivered, tracked and audited 3.85 billion video views across 3,500+ social video campaigns for over 450 brands, including Volkswagen, Dove, Coca-Cola, T-Mobile, Microsoft, Warner Bros 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 12 offices and employs over 140 people globally. In 2012, Unruly secured a $25 million Series A investment led by Amadeus, Van den Ende & Deitmers and Business Growth Fund - the largest ever for a private company in the social video space.
The company has won over 18 awards, including 'Best Content Distribution Service' 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 is also a Tech City Future Fifty company.
To find out more, visit www.unrulymedia.com.
LONDON, NEW YORK, PARIS, BERLIN, STOCKHOLM — December 10, 2013 — Samsung is the most successful social video brand of 2013. The technology giant’s video campaigns attracted more shares this year than any other advertiser, according to new data released today by Unruly — the award-winning platform for social video advertising.
Thanks to the global success of such campaigns as “S4: Sound & Shot”, Samsung attracted 7.3 million shares* - 2.3 million more than insurance company GEICO in second spot and a 201.20% increase from the previous year, when they finished eighth.
In third spot is Dove, the Unilever brand which attracted 4.52 million shares in 2013 (source: Unruly Viral Video Chart*) thanks to its record-breaking campaign “Real Beauty Sketches”, the most shared ad of the year and the most viewed online video ad campaign of all time.
Disclosure: Original release distributed by the Future Fifty
LONDON, Friday 6 December 2013: Tech City UK has named the second wave of 25 companies to join the Future Fifty programme which matches high potential growth-stage businesses with bespoke public and private sector support to fast-track their growth, create jobs and deliver significant economic impact to the UK.
Among the second instalment are innovative technology businesses transforming sectors ranging from ecommerce to medicine and media, including household brands such as PhotoBox, Matches Fashion and Chemist Direct. Following another round of judging by a 17-strong independent advisory panel they now join the initial 25 companies on to the programme that were announced in October.
The announcement coincides with the publication of a new report which highlights the rapid growth of Tech City from a local initiative created three years ago to establishing itself as the digital capital of Europe. Independently produced figures from the report highlight how London tech companies are contributing to economic growth, inward investment and high value jobs across the country.
The Future Fifty are leading a movement that is seeing increasing numbers of technology scale-ups primed to take advantage of recent innovations such as the High Growth Segment and the scrapping of stamp duty on AIM shares, making UK listings more attractive for growing tech businesses.
Joanna Shields, CEO of Tech City UK and Ambassador for Digital Industries said: “UK Government policies and programmes have already resulted in a record number of new technology companies being started. The companies on the Future Fifty programme prove that we have moved beyond a few digital start-ups to nurturing world-class high growth businesses across many sectors – all of which have one thing in common: they are digital at their core and they are powering ahead to generate long term sustainable growth and jobs in the UK.
“With this tremendous package of support from the public and private sector built around their individual needs, the programme aims to help them continue to scale rapidly and lay the foundations for their next major liquidity event.”
Xavier Rolet, Chief Executive of London Stock Exchange Group said: “I am delighted to support Tech City UK’s third anniversary today. The UK can proudly boast a number of innovative, high-growth companies that are helping to drive the economy forward, and the latest round of companies in Tech City UK’s Future Fifty are testament to this. Initiatives championed by LSEG, such as the inclusion of AIM shares in ISAs, are helping simplify access to capital markets, so that Future Fifty companies and others can continue to grow and provide jobs.”
The second group of high-growth companies to successfully join the Future Fifty programme are:
1. ACHICA, a leading online members-only store for luxury lifestyle products at discounted prices.
2. ao.com, the UK's leading online retailer of major domestic appliances.
3. Chemist Direct, the UK's leading online healthcare business providing a wide range of health and beauty products and services.
4. Datasift, the leading global social data platform enabling companies to aggregate, filter and extract valuable insights from multiple social media and other online sources which on Tuesday announced a $42m investment round led by Insight Venture Partners.
5. eCommera, a leading provider of big data and commerce platforms enabling retailers to manage and optimise their multi-channel commerce activities.
6. eToro, the global social investment network enabling users to see, follow and automatically copy the investments of other users in the network.
7. Funding Circle, the world’s leading online marketplace directly connecting investors looking to lend to small businesses.
8. Global Personals, a leading digital online gaming and dating company, including brands such as JustSingles.com, WhiteLabelDating.com and SmoochBingo.co.uk.
9. Graze, revolutionising the healthy snacking industry by leveraging its online platform and proprietary technology.
10. Masternaut, a leading provider of SaaS based vehicle tracking and workforce management solutions.
11. MATCHESFASHION.COM, the unique omni-channel luxury fashion retailer servicing the global market with over 400 of the best international labels across womenswear and menswear.
12. MedicAnimal, an online retailer of food, medicines and accessories for animals.
13. MODE, an innovative finance company using technology to enable instant nano credits for pre-paid mobile users in emerging markets.
14. MOO.COM, a leading provider of online platform and tools for businesses wanting to create high quality print products.
15. MyOptique, a leading online retailer for prescription glasses (Glasses Direct), sunglasses (SunglassesShop) and contact lenses (LensOn), revolutionising Europe's £20bn optical industry.
16. Naked Wines, a customer-funded wine business which invests in independent winemakers from around the world, in return for exclusive wines at wholesale prices - which it passes back to its customers.
17. Nomad Digital, the leading global provider of wireless solutions to the transportation sector.
18. Notonthehighstreet.com, an online marketplace bringing together 4,000 creative small businesses offering more than 100,000 unique, original products to customers globally.
19. PhotoBox, Europe’s leading digital consumer service for personalised products and gifts through its PhotoBox, Moonpig.com, StickyGram and PaperShaker brands.
20. SecretSales.com, the UK's most loved discounted designer brands online retailer.
21. Shazam, the world's leading media engagement company enabling over 400 million users in over 200 countries to discover, explore, buy, and share music, TV shows and branded content.
22. Small World Financial Services, Europe's largest and most trusted payments services provider offering a secure, fast and inexpensive way to send and receive money across the globe.
23. SwiftKey, provider of award-winning keyboard app powering multiple smartphone and tablets through its world-class language prediction technology
24. Unruly, a leading marketing technology platform which works with top global brands and their agencies, transforming branded videos into viral hits.
25. WorldStores, the UK's leading online home and garden retailer.
Sarah Wood, COO and co-founder of Unruly, said: “Having hosted the launch of the Future Fifty programme at Unruly HQ earlier on in the year, we're absolutely delighted to be included in the Future Fifty. The range of available support is breath taking - from communications and brand building through corporate finance and visa support. It's a great initiative for rapidly-growing companies within the Tech City community and the perfect platform to help us continue our expansion into key territories.”
Holly Tucker MBE, Co-founder and CEO of notonthehighstreet.com said: "We're delighted notonthehighstreet.com has been selected as one of the Future Fifty by Tech City UK. The business has seen phenomenal growth since its launch in 2006, doubling turnover year after year, and we look forward to maximising the future growth opportunities presented by being part of the Future Fifty programme."
Kevin Cornils, CEO of MyOptique said: "We are very honoured to be included among this list of amazing companies in the Future Fifty. It’s also very exciting to see the Government, through its support of Tech City UK and technology businesses like ours, pitch in to help us grow so that we can better serve our customers and continue to create jobs here in the UK. This kind of support is going to be invaluable as the MyOptique Group look to revolutionise the optical retail market."
The Future Fifty programme was launched in April to accelerate the success of high-growth tech businesses. It connects the dots on all the government has to offer. The UK government has some of the best and far-reaching support for entrepreneurs in the world; the programme provides a single point of contact across Government as well as range of private sector delivery partners, matching companies with publicly funded schemes and incentives relevant to their stage of growth and specific needs.
The first 25 companies to join the programme were announced in October. Of these, five have just returned from the Prime Minister’s trade mission to China.
For the full line up of Future Fifty companies visit www.FutureFifty.com.
For further information and to receive a copy of the Tech City report, contact the Tech City UK press team: 020 7367 6001 / email@example.com
Note to Editors:
About Tech City UK
Tech City UK supports the existing tech cluster in London by helping the businesses based there to scale and grow, bringing international companies and investors to Tech City and supporting companies based in London to expand overseas. We support entrepreneurs with practical advice and guidance on everything from location to contacts, talent development and mentoring. We also help companies make international connections, with tailored advice and guidance on exports and through the links we have with UK Trade & Investment (and their 94 consulates and offices around the globe). The organisation also represents the views of the business and tech community to Government, feeding in to and helping shape national policy that promotes enterprise and growth.www.techcityuk.com
About the Future Fifty
The Future Fifty was launched in April by the Chancellor George Osborne and Joanna Shields, UK Ambassador for Digital Industries and CEO of Tech City UK. The programme connects high-growth companies with expertise and tailored support to enable them to scale rapidly and lay the foundations for their next major liquidity event. www.futurefifty.com
 Last year, compelling research into 50,000 startups from the Startup Genome and Telefónica Digital indicated that London is by far the largest startup ecosystem in Europe.
December 4, 2013 — The sharing of video ads has increased almost 50x over the last eight years. That’s according to marketing technology platform Unruly, which today launches an interactive infographic that visualizes the explosive growth of video sharing since 2006, charting the extent to which many advertisers are using social video to amplify their brand.
‘The Unruly Viral Spiral’ charts the 3 most shared ads across the social web from every year since 2006 and also tracks their number of all-time shares since launch. Ads from brands such as Pepsi, Volkswagen and Nike all feature.
According to the data, the top 3 ads in 2013 – Dove’s “Real Beauty Sketches”, GEICO’s “Hump Day” and Evian’s “Baby&Me” – have so far attracted 11.6 million shares - 47.5 times more than the top 3 ads managed in 2006 (244,395 shares combined).
Other key video sharing stats* include:
Unruly COO and co-founder Sarah Wood said: “We’ve been tracking the most shared videos at Unruly – UGC and branded – since we launched the Unruly Viral Video Chart back in 2006. Over that time, we’ve seen an explosion in both the number of videos brands are making and the volume of videos people are sharing.
“From a marketing perspective, why are shares more meaningful than views? Because shares are a global currency and a gold standard in the social economy; a share is a genuine measure of deep engagement, an act of advocacy and a driver of significant earned media.
“Over the last few years we are increasingly seeing a number of marketers challenging the value of a view and instead focusing on creating content and distribution strategies which drive deeper levels of engagement. What we choose to share is a barometer of how we’re feeling, a barometer of what’s moving us to talk around the global water-cooler.”
Wood added: “As well as demonstrating the exponential growth of the medium, The Unruly Viral Spiral aims to provide a micro history of the medium and a ‘greatest hits’ for people to enjoy and share.”
In the spirit of 2013 - the year of so-called ‘prankvertising’ – The Viral Spiral also stakes its claim as the Internet’s first ‘infoprank’ – an infographic with surprises along the way.
To view The Unruly Viral Spiral or to embed the infographic on your website, click here.
The Unruly Viral Spiral has been compiled using third party Facebook and Twitter APIs and Unruly's proprietary blog-scanning technology to track real-time sharing of the most popular branded videos each year, from 2006-2013.
The most shared branded videos were ranked at the end of the year of their release, with the exception of 2013, when the data will stop tracking shares at midnight GMT on December 31, 2013. Shares continue to be counted in subsequent years across all the videos included in The Unruly Viral Spiral, and can be seen in the ‘All-Time Shares’ filter.
Some videos have a longer lifespan than others; this means that videos from previous years may no longer be the most shared videos from the year of their release.
Data sources: Unruly Analytics™ and the Unruly Viral Video Chart™.
* Data as of November 18, 2013. Does not include Invisible Children’s “Kony2012” because the video is a documentary
** Based on the top 100 most shared ads of all time on November 18, 2013 - source: Unruly Viral Video Chart.
Unruly Viral Sharing Awards
Join Unruly for the inaugural Unruly Video Sharing Awards – the #VSAs - a live Twitter event taking place on 10 December at 11am EST/8 am PST. Powered by the UnrulyViral Video Chart, these data-driven awards will honor the most shared videos and brands of 2013.
To view the finalists, click here.
Our end-to-end solution cracks the code on social video sharing. Brands can predict shareability with Unruly Labs, engage their audience across the Open Web with Unruly Activate and prove social ROI with Unruly Analytics, a cloud-based dashboard providing real-time competitive benchmarks across 2.7 million customizable data points.
The Unruly Viral Video Chart has tracked 365 billion video views since 2006. With an engaged audience of over a billion consumers, across the full range of mobile, tablet and second screen devices, Unruly has delivered, tracked and audited 3.5 billion video views across 3,000+ social video campaigns for over 400 brands including Volkswagen, Dove, Coca-Cola, T-Mobile, Microsoft, Warner Bros 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 12 offices and employs over 130 people globally. In 2012, Unruly secured a $25 million Series A investment led by Amadeus, Van den Ende & Deitmers and Business Growth Fund - 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; 'International Management Team of the Year' at the BVCA Awards 2013 and #14 on the Deloitte Technology Fast 500 EMEA.
To find out more visit www.unrulymedia.com.
London Stock Exchange is delighted to announce it has today launched a landmark research report ‘1000 Companies to Inspire Britain’.
The report is a celebration of some of the fastest-growing and most dynamic small and medium sized enterprises (SMEs) in the UK. As well as identifying 1,000 companies, the publication examines in detail the opportunities and challenges facing SMEs and looks at the sectors and trends that will shape the future of the UK economy.
The research paints a vibrant picture of the British economy, as well as dispelling certain myths: manufacturing, for example, accounts for almost a fifth of the companies within the index. The UK’s technology is in very good health, with 105 tech businesses making the list of 1,000. Over 100 sectors in total are represented; from architecture and automotive, to venture capital and wine, with companies from across every region of the UK.
Greater London accounts for 267 companies out of the 1,000, with the remainder spread evenly across the country. South East England and North West England are separated by just 18 companies with a number of regional hubs being highlighted in the report.
Xavier Rolet, Chief Executive, London Stock Exchange Group said: “The UK has some of the most inspiring growth businesses in the world. Our report showcases some of these fast-growing and dynamic companies; the type of companies we believe will help fuel the long-term growth of the UK economy. Working with the Government and the wider financial community, we need to foster an ecosystem that promotes the right type of funding for businesses at each stage of their journey, so that together, we can drive our own prosperity.”
The report was compiled and audited by Growth Intelligence, a UK software company specialising in monitoring the real-time data footprint of UK companies. To be considered for inclusion in the report, companies had to meet a range of criteria. These included being UK based, having a turnover of between £6-250 million in the last 12 months and a minimum of three years in operation. Companies had to demonstrate not only a positive growth in revenue over the last four years, but also an increase in employee numbers, workspace, contract wins or patent filings.
Household names that made the 1,000 companies include:
• Mulberry • Aardman Animations• Jack Wills• Addison Lee• Hunter Boots• Cath Kidston• Naked Wines• Mind Candy (producers of Moshi Monsters)• Moonpig• Metro Bank• Boohoo.com• Brewdog
A full searchable database of all of the companies can be found online at www.1000companies.com
The report in numbers:
Regional• 267 companies from Greater London • 110 companies from the North West• 128 companies from the South East• 85 companies from Yorkshire & The Humber• 64 Scottish companies included
Sector• Over 100 sectors represented• Manufacturing accounts for nearly one fifth of the list (193)• 26 Construction and Real Estate companies from North West England• 33 West Midlands companies in the Engineering Defence & Aerospace sector• 12 arts and fashion companies from Greater London
The report was supported by Capita Asset Services, Cenkos Securities, HSBC, Octopus Investments, and Workspace.
Dan Howlett, Head of Corporate Banking UK, HSBC:"We are proud to be sponsoring this timely new research from London Stock Exchange, which highlights the key role of our most enterprising and fastest-expanding MME's. The research showcases the talent and innovation of the too often 'forgotten army' who are leading the economic revival and inspiring the next generation of business entrepreneurs."
Jim Durkin, Chief Executive Officer, Cenkos Securities plc: “Small and mid-sized companies are vitally important to the UK economy. SMEs account for over half of UK private sector employment and turnover. Aggregate bank lending figures mask the turbulence that companies have felt and the more fundamental truth that equity finance is often the most appropriate structure to finance growth. It is permanent capital that takes a long view.”
Justin Cooper, Chief Executive of Shareholder solutions, Capita Asset Services: “When we heard about the ‘1000 Companies To Inspire Britain’ project we were immediately keen to get involved as much of our work is supporting small and medium sized businesses as they grow. A sure sign that the British economy is recovering can be seen in the number of new IPOs particularly on AIM, highlighting both the success of these companies and investors’ renewed confidence in them.”
Jamie Hopkins, Chief Executive Officer of Workspace Group:“The report’s conclusions, combined with our own first-hand knowledge, suggest that it is time to identify and celebrate a grouping of new and growing companies (or NGCs) that share the same characteristics and energy and are pulling away from the broad SME pack.
These companies and their dynamic leaders are having a significant impact on the UK’s employment creation and economic growth. By shining a light on them we hope to provide stimulation for policymakers to bring a specific focus to bear on these high growth companies.”
Guy Myles, Co-founder and Managing Director of Octopus Investments: “Entrepreneurs and their talent for innovation are at the heart of our economic prosperity. So not only should we feel inspired by the companies featured in this report, but we should also celebrate the many thousands of fledgling businesses playing a critical role in driving growth in their communities and the broader UK economy.
“The UK is currently experiencing a surge in entrepreneurship and it’s vital that we do everything we can to support the next generation of businesses and foster a thriving enterprise ecosystem. At Octopus we believe that giving retail investors a way to share in the growth potential of smaller companies is an important part of achieving this, and it enables us to play a meaningful role in financing and championing UK smaller companies.”
Disclosure: This release appeared on the IPA website on November 26, 2013
Unruly has taken the top accolade in the IPA’s Online Media Owner autumn 2013 Survey (25th November), with 82.4% of respondents agreeing that their overall experience of dealing with them is good.
Unruly Media are the only company to receive a score of above 80% in the ‘Grand Prix’ category in the Autumn Survey, and have gone up 7.8 percentage points and eight positions since their debut appearance in the spring 2013 survey. Exponential and Inskin Media came in second (79.2%) and third positions (78.9%). In this same category, AOL lead the online pure plays sector with a score of 78.7% and A & NY lead the cross over media sector with a score of 77.9%.
View the full survey here.
Other key findings:
• Yahoo and Microsoft are both showing very strong and broad levels of improvements in service levels. Yahoo is the most improved media owner in the ‘Grand Prix’ category, having increased their score by 17.5 percentage points, and Microsoft is a close second having increased their score by 16.5 percentage points.
• Microsoft has also improved by 10 percentage points or more across an additional 6 categories and leads 3 of these (communication of relevant new opportunities, agency/media owner partnership and constructive contact), while Yahoo has improved by 10 percentage points across an additional 5 categories.
• Say leads in 2 categories (understanding of own products and ease of contact) as do Exponential (Mid and post-campaign support) and Glam Media (innovative creative solutions and communication of direct contact with clients).
• In addition to the overall “Grand Prix” Unruly Media also leads the understanding of client strategies and objectives category.
• There are significant levels of improvement by the Crossover Media Owners covered by the survey, particularly Sky Digital Media who have made an improvement of 10 percentage points or more in relation to 6 categories.
• Telegraph.co.uk continues to lead the exploitation of cross-media opportunities category having scored top in this area for the seventh consecutive survey.
Says Nigel Gwilliam, IPA Consultant Head of Digital: “We are delighted with the importance online media owners place on this survey. Standards of service are rising, so survey performance is more and more competitive. As well as congratulating those performing best, we are particularly pleased with businesses that reacted to poorer historical results, achieving significant levels of improvement.”
The winners of the 2013 Media Owner Awards (MOA) were announced on Tuesday night (19th November 2013). From a shortlist of 58, 16 awards and 13 commendations were presented. Eight awards were submission-based and an additional eight awards were based on the results of the IPA’s Online Media Owner Survey (a combination of spring, autumn and year-on-year results). Full details: www.ipamoa.co.uk
The Survey is designed to highlight the levels of service media owners provide and outline where improvements can be made, with the aim of helping the growth of digital advertising, providing a voice for the industry and raising the digital standard in general.
Research was carried out in September 2013, with digital planners, strategists and buyers in media agencies as well as digital specialists being invited to take part. 359 survey responses were received. Best overall service attributes are based on research carried out in September 2013, most improved is based on period-on-period change (comparing to the previous spring 2013 survey).
November 21, 2013 — A three-minute video from Dove that aims to show women they are more beautiful than they think is the most shared ad of 2013.
'Dove Beauty Sketches', created by agency Ogilvy Mather for the Unilever personal care brand, tops the 2013 Top 20 Global Social Video Ads Chart —an annual ranking of the year’s most socially-shared video ads of the year—released today by Unruly.
The ad, which was also distributed by Unruly, has attracted 4.24 million shares across Facebook, Twitter and the blogosphere since its launch in April, putting it just ahead of GEICO’s 'Hump Day' commercial (4.03 million) in second spot. It’s also the most viewed online video ad of all time, as reported by the Unruly Viral Video Chart, which has been tracking the most shared videos on the web since 2006.
Other ads to appear in the top 20 include Evian’s 'Baby&Me', the follow-up to its record-breaking 2009 hit 'Roller Babies', Kmart’s 'Ship My Pants' commercial and a prank played on coffee shop drinkers to promote the remake of 70s horror classic Carrie.
“Shares are the currency of social success and for leading brand marketers discovering how to create and distribute highly shareable content repeatedly and at scale is now at the top of their wish list,” said Richard Kosinski, US president, Unruly. “Marketers are challenging the value of a view and instead are focusing on creating content and distribution strategies which drive deeper levels of engagement, such as sharing, data capture, brand uplift or online purchases. Dove Real Beauty Sketches is a great example, as the ad that not only elicits strong emotions from consumers, but also gives its viewers a strong reason to share it within their social networks.”
In second spot is a commercial by insurance firm GEICO, which celebrates the middle of the working week - 'Hump Day'. This ad has trended every Wednesday since its launch in May, which does not follow the normal ad sharing trends, in which a quarter of the total shares happen within the first three days of launch. About 67% of the 4.03 million shares it has attracted have occurred on a Wednesday.
“The top 20 list shows how brands, big and small, local and global, can make a big impact using social video across the web,” continued Kosinski. “With the right content and the right distribution strategy, advertisers have the ability to engage consumers at speed and scale.”
Over the last 12 months, one trend that has emerged is brands are now embracing the role of content creator. In 2013, brands did not have the large events to inspire content as they had in 2012, such as the Olympics, so they have created their own dramas, experimenting with a wide range of emotional triggers, including hilarity, shock and fear, all demonstrated in the top 20 ads.
To find out more about the social video trends of 2013, click here.
Unruly’s rankings are based on the number of shares across Twitter, Facebook and the blogosphere as opposed to the number of views. As such, it is a measure of the ad’s virality, ranking ads by the volume of active pass-on rather than the passive metric of video consumption. The top 20 does not include movie or TV trailers.
Data was collected from January 1, 2013 to November 18, 2013. Data points were collected using Unruly Analytics™ and the Unruly Viral Video Chart™.
UNRULY, UNRULY ANALYTICS, UNRULY VIRAL VIDEO CHART and logos and associated marks are trademarks of Unruly Group. Other marks are owned by their respective owners.
Our end-to-end solution cracks the code on social video sharing. Brands can predict shareability with Unruly Labs, engage their audience with Unruly Activate and prove social ROI with Unruly Analytics where we provide real-time competitive benchmarks across 2.7 million customizable data points.
NEW YORK, LONDON, HAMBURG, PARIS, STOCKHOLM, 21. November 2013 – Ein dreiminütiges Video der Marke Dove, das Frauen zeigen soll, dass sie schöner sind als sie glauben, ist das am häufigsten geteilte Social Video in 2013.
„Dove Beauty Sketches“ wurde von der Agentur Ogilvy Mather für die Unilever Körperpflegemarke kreiert und führt weltweit die Liste der Top 20 Social Video Ads an. Die von Unruly veröffentlichte Übersicht listet jährlich die erfolgreichsten Video Ads des Social Webs auf.
Der Dove Spot, der mit Unterstützung von Unruly verbreitet wurde, konnte seit seinem
Launch im April insgesamt 4,24 Millionen Shares auf Facebook, Twitter und in der Bloggersphäre erreichen. Damit liegt er noch vor GEICOs „Hump Day“ Video, das mit 4,03.
Millionen Shares den zweiten Platz belegt. Dieses Video ist mittlerweile das meistgesehene Werbevideo im Web, das belegt das Unruly Viral Video Chart, welches seit 2006 Social Videos im Web trackt.
In die Top 20 schafften es auch Evians „Baby and me“, das damit an seinen großen Erfolg „Roller Babies“ aus 2009 anknüpfen kann, „Grand Theft Auto V“ und Volvo Trucks „The Epic Split“.
Ian Forrester, der für die Marktforschung bei Unruly verantwortlich ist, sagt: „Das Besondere an diesem Spot ist zu welchem Zeitpunkt Shares generiert werden. Normalerweise wird ein Viertel der Shares schon innerhalb der ersten drei Tage nach dem Launch erreicht.
GEICOs Hump Day Spot aber wird seit dem Launch im Mai jeden Mittwoch wieder geteilt. 67 Prozent der 4,03 Millionen Shares, die der Spot insgesamt erzielt hat, erfolgten an einem Mittwoch. Über die Assoziation des Videos mit einem Wochentag genießt das Video einen außergewöhnlich großen Erfolg.“
Martin Dräger ergänzt: „Die Top 20 zeigen, dass sowohl große als auch kleine Marken, auf lokaler wie auf internationaler Ebene eine unglaublich hohe Verbreitung im Social Web erzielen können. Wenn Inhalt und Verbreitungsstrategie stimmen, können Werbungtreibende viele User in sehr kurzer Zeit erreichen. In den letzten zwölf Monaten haben immer mehr Marken ihre Rolle als Inhalteanbieter gefunden. 2013 gab es allerdings nicht die guten Gelegenheiten, die sich 2012 beispielsweise mit den Olympischen Spielen geboten haben. Marken haben entdeckt, ihre eigenen Stories zu kreieren, die mit einer Vielzahl an unterschiedlichen emotionalen Reizen wie Heiterkeit, Schock und Angst experimentierten.“
Um mehr über die Social Video Trends 2013 zu erfahren klicken Sie bitte hier.
* Methodik: Rankings von Unruly basieren auf der Anzahl der Sharings auf Twitter, Facebook und in der Bloggersphäre, gegenübergestellt der Anzahl der Views. Der Maßstab zur Viralität eines Spots, wird definiert entsprechend dem Volumen der aktiven Weitergabe anstatt nur der passiven Metrik des Videokonsums. Die Top 20 beinhalten keine Film oder TV Trailer. Daten wurden im Zeitraum vom 1. Januar 2013 bis zum 18. November 2013 gesammelt. Die Datenpunkte wurden mithilfe von Unruly Analytics™ und dem Unruly Viral Video Chart™ gesammelt.
UNRULY, UNRULY SHARERANK, UNRULY ANALYTICS, die und verbundene Marken sind eingetragene Marken der Unruly Gruppe. Andere Marken sind das Eigentum der jeweiligen Besitzer.
Unruly ist die weltweit führende Plattform für Social Video Marketing und arbeitet mit Top-Marken und ihren Agenturen zusammen. Unruly prognostiziert die emotionale Wirkung von Videos und sorgt dafür, dass diese durch Paid, Owned und Earned Media gesehen, getrackt und geteilt werden. Das Unternehmen nutzt seine proprietäre Technologie und verwandelt Zielgruppen in ein involviertes Publikum und ein involviertes Publikum in Fürsprecher einer Marke. Die von Unruly angebotene End-to-End Lösung entschlüsselt den Code des Social Video Sharings. Marken können Shareability mit dem Unruly Social Video Lab vorhersagen, ihr Publikum über Unruly Activate beteiligen und mit Unruly Analytics, das in Echtzeit Vergleichszahlen aus 2,7 Millionen anpassbaren Datenpunkten zu Wettbewerbern liefern kann, ihren ROI für Social Video-Aktivitäten bestimmen. Das Unruly Viral Video Chart hat seit seinem Launch im Jahr 2006 über 329 Milliarden Video Views erfasst. Mit einem Publikum von über einer Milliarde Usern über alle Devices hinweg hat Unruly über 2,8 Milliarden Video Views zu 3.000+ Social Video-Kampagnen für mehr als 400 Marken erfolgreich ausgeliefert. Zu diesen Marken gehören unter anderem Coca-Cola, T-Mobile, Volkswagen, Microsoft, Warner Brothers und adidas. Unruly hat mit 60% der von Interbrand gelisteten Top 100 Best Global Brands zusammengearbeitet. Das Unternehmen wurde 2006 gegründet und beschäftigt mehr als 130 Mitarbeiter an 12 Standorten weltweit. Im Januar 2012 verkündete Unruly ein Series A-Investment in Höhe von 25 Mio. USD – das höchste Investment, das jemals in ein privates Unternehmen im Bereich Social Video getätigt wurde. Das Unternehmen hat mehr als 15 Preise gewonnen, darunter Best Content Distribution Service” bei den Braves Awards; “Digital Innovator of the Year” der Sunday Times Hiscox Tech Track 100 und den 14. Platz bei den Deloitte Technology Fast 500 EMEA 2012.
Für weitere Informationen besuchen Sie www.unrulymedia.de.
Martin Dräger, Geschäftsführer von Unruly Deutschland, erläutert den Erfolg eines Social Videos: „Markenverantwortliche hinterfragen den Wert eines Views immer öfter und versuchen mit neuen Inhalten und mit ausgeklügelten Auslieferungsstrategien, eine intensivere Auseinandersetzung der Zielgruppe mit ihrer Marke zu erreichen. Die Kampagnenziele verschieben sich vom einfachen View hin zum Share, zur Datenerfassung, zur Verbesserung des Markenimages oder hin zu Online Käufen.“
„Shares sind die Währung, die für den Erfolg im Sozialen Netz steht. Für Werbetreibende die damit erfolgreich sein wollen, ist es wichtig zu wissen, wie oft wiederholt Inhalte kreiert und verbreitet werden können, die eine möglichst große Wahrscheinlichkeit haben geteilt zu werden“, sagt Dräger weiter und fügt hinzu: „Der Erfolg des Videos Dove Real Beauty Sketches ist darauf zurückzuführen, dass das Video nicht nur starke Emotionen bei den Usern hervorruft, sondern auch der Wunsch geweckt wird, das Video mit ihrem sozialen Netzwerk zu teilen.“
Auf dem zweiten Platz liegt ein Spot einer US-amerikanischen Versicherungsgesellschaft, der die Mitte der Woche, den sogenannten „Höcker Tag“ (Hump Day) hochleben lässt.