News | Unruly Media

America's First Social Video Lab Opens To Help Brands Find Out What Makes An Ad Go Viral

11.06.2013 by David Waterhouse

Branded Videos Shared 500,000 Times Every 24 Hours; Unruly’s New York Lab Helps Marketers Make The Most Of This Trend Through Exclusive, Customized Insight

NEW YORK, LA, DETROIT, CHICAGO – June 11, 2013 – What makes a video go viral? Why do some online ads attract millions of shares across the social web while others largely go unnoticed? And why should advertisers care? A new lab – based in New York and the first of its kind in America – today opens its doors to help brands and agencies find out.

The Social Video Lab, developed by video technology company Unruly, is designed to help brands make their video content contagious. The leading global platform for social video marketing, Unruly has tracked over 329 billion video views, worked with leading academic institutions and delivered data-driven insight for two-thirds of the Interbrand 100 since 2006.

Visitors to the New York lab will be given a hands-on interactive journey through the science and history of online video sharing, plus current video trends. They will also have access to Unruly’s portfolio of technology products and services, developed to help brands formulate their entire social video strategies, from start to finish. Brands can find out how their current social video footprint compares with their competitors, how to create shareable content and how to determine the distribution strategy required to achieve their campaign goals.

Visitors will also be able to test the shareability of their own campaigns using Unruly ShareRank™, an algorithm-based tool which uses over 10,000 data points to predict the number of shares a video will attract, before it is even launched, meeting the seemingly impossible desire to ‘predict viral success’.

“Video is the world’s fastest-growing ad format in terms of marketing spend, so it’s really important that brands have their fingers on the pulse and allocate their marketing dollars wisely. Leaving it to luck simply isn’t an option,” said Sarah Wood, co-founder and COO of Unruly. “Our video distribution platform has delivered more than 2,500 campaigns since 2007, including record-breakers such as Evian Roller Babies and Dove Real Beauty Sketches. That experience, coupled with our proprietary technology and real-time social video analytics, will give brands access to the kind of detailed consumer insights, competition contexts and the global audience reach they need to fulfill their full potential when it comes to social video.

“Creating and distributing shareable content for social media is at the top of the agenda for CMOs, and brands can use the Lab experience to pinpoint exactly what’s trending. Right now, brands are creating controversial, provoking content to fill up the year that has been dubbed ‘#Empty 13’. We can advise advertisers how to pounce on the hottest trends before they become mainstream and how they can utilize this insight to generate meaningful paid and earned media,” Wood continued.

Karen Nelson-Field, Senior Research Associate at the Ehrenberg-Bass Institute of Marketing Science, at the University of South Australia, added: “Brands that do their homework, from video creation through to clear call to actions on video players, can benefit from increased ROI. We’ve been working with Unruly to examine the DNA of successful branded video content for the past two years and our shared mission is to help brands realize the potential of their ads so that they can create great, shareable content.”

Recent research from the Unruly Social Video Lab shows:

There is a huge appetite for branded videos on the web. Every 24 hours, there are more than half-a-million shares of online video ads tracked (506,976);
Overt branding has little or no effect on a video’s shareability;
One quarter of an average ad’s shares occur within the first three days of its launch;
Branded content accounts for 4% of the Top 100 Most Shared Vines in comparison with 1% of the Top 100 Most Shared Videos;
Online videos which elicit strong positive emotions, such as hilarity or exhilaration, are shared 30% most often than those which elicit negative emotions, such as sadness and shock.

Since the launch of Unruly's London Social Video Lab in 2012, over 50 top brands have visited the lab.

To find out more about the lab and the variety of workshops available, click here.

About Unruly

Video 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. Brands use our social analytics dashboard to benchmark their content, outsmart the competition and demonstrate superior ROI. 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.

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, UNRULY SHARERANK, THE UNRULY VIRAL VIDEO CHART 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.

Unruly Named As One Of The Top 10 Companies In Europe At The Media Momentum Awards

04.06.2013 by Eddie Tomalin

Video Technology Company Ranked #7 At Prestigious Awards

LONDON: 23 May, 2013 – Video technology company Unruly has been ranked among the top 10 fastest growing companies in Europe.

The global platform for social video marketing ranked #7 in the 10th annual Media Momentum Awards, which recognise the leading companies in the digital economy.

The awards, hosted by GP Bullhound, have become the top league table for Europe’s high-growth digital companies.

Unruly, the only social video technology company to finish in the top 10, works with top brands and their agencies to predict the emotional impact of their ads and get them watched, tracked and shared across the social web.

“It’s our highly-experienced, deeply passionate team and continuing investment in innovation and new technologies which is fuelling the company’s growth,” said Scott Button, CEO at Unruly. “Add into the mix an explosion in video consumption on mobile devices and the fact video advertising is the fastest-growing ad format worldwide, and video marketing technology continues to offer huge growth potential for the future.”

“The Media Momentum Awards aim to pick out Europe’s most promising growth-stage technology companies and celebrate the success that is being achieved,” added Manish Madhvani, Managing Partner at GP Bullhound and Media Momentum judge.

“Previous winners include Klarna, Wonga, Vente Privee and King.com and each year we talk about how high the bar is becoming for emerging companies. 2013 was no different and we were been blown away by the talent and ground-breaking innovation of the companies entering.”

The Summit and awards take place in a different tech hotspot each year. The event is free, run as not-for-profit and financed by GP Bullhound and a small group of sponsors wishing to support entrepreneurship in Europe. Sponsors for 2013 included Berenberg Private Banking, Kemp Little, Acton Capital Partners, TA Associates, London Stock Exchange, Scottish Equity Partners, Northzone, Creandum, EDBI, Vivendi, Olswang, Frog, Moor and Ballou PR.

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 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. 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.

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, Evian, adidas and Dove. 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.

About GP Bullhound

GP Bullhound, an international technology investment banking group with offices in London, San Francisco, Stockholm and Berlin, has served companies and their founders and investors since 1999.

We provide world-class advice on mergers & acquisitions and private/public placement as well as research and asset management to a diverse range of corporate clients, institutional investors and high net worth individuals. We are industry experts, specialising in digital media, eCommerce, gaming, social, online marketing, application and infrastructure software, consumer devices, integrated technology, telecommunication, solar, water and energy efficiency.

With a true love for entrepreneurship and innovation coupled with deep global buyer relations and have completed marquee transactions for many category leaders such as 192.com, Apertio, AudioAsics, Avito.ru, Bluewater Bio, CLX Networks, Concentrix, Cramer Systems, Funcom, Fjord, Glasses Direct, Handbag.com, Heliatek, King.com, Lastminute.de, Player X, Nanoradio, Neonode, Newbay, The Cloud, and Tradedoubler , Xjet Solar and many more.

We have an international team of 35 experienced corporate financiers focused on the technology sector, and as a firm we have closed over 135 successful transactions since 1999.

Alcohol Ad Sharing Up In Q1, But Market Leaders Still Lag Behind In Social Video, Says New Report

23.05.2013 by David Waterhouse

Top Four Alcohol Ads Account for 97% of Shares; Wine & Spirit Brands Have Untapped Potential in Social Video, According To New Study By Video Tech Company Unruly

NEW YORK, LONDON – May 23, 2013 – Market leaders in the alcohol sector are being left behind in social video marketing because they are not optimizing their content for the social web, according to new research released today by video technology company Unruly.

The report, called ‘Untapped Potential: The State of Sharing in the Alcohol Sector’, found that despite enjoying significant growth last quarter, 97% of the shares across the social web came from just four ads - fewer than 1% of the alcohol adverts released in 2013 - including Budweiser’s runaway Super Bowl hit “Brotherhood” and a controversial video by little-known Russian-Austrian vodka brand, Neft. Meanwhile, market leaders such as Diageo and SAB Miller are lagging behind. Wine brands remain the slowest to embrace social video, attracting less than 1% of the sharing activity during both quarters.

Beer brands, which historically dominate alcohol advertising, were also impacted by spirit brands in Q1, lowering beer brands’ share of voice from 97% in Q4 2012 to 75% in Q1 2013.

The key findings of the report were:

Four ads drove 97% of the video shares in Q1: Budweiser, Neft Vodka, Carlsberg and Heineken;
Underdog brands lead social video in the spirits industry, which is outstripping sales growth of wine and beer at 3.7% CAGR;
Alcohol brands accounted for almost half (47.1%) of total FMCG/CPG shares in Q1 2013, helping to drive a 78.2% quarter-on-quarter increase in the overall sector;
AB InBev increased video shares from 8% in Q4 2012 to 59% in Q1 2013;
The top 10 alcohol ads were an average of 2 minutes 16 seconds long;
Of the top 10 alcohol videos in Q1 2013, only one - Beck’s Sapphire - was 30 seconds long.

“The research found that some of the big alcohol brands – and subsectors – are vastly underperforming in social video,” said Ian Forrester, Unruly’s Insight Director. “For wine and spirit brands, the opportunity to increase brand awareness and sales conversion rates through social video in a way that that is socially responsible and meets LDA requirements is huge, as there has been very little mass movement from these brands in creating shareable video content. Additionally, leading brands like Diageo and SAB Miller that have very strong market share are lagging behind competitors when it comes to social video share of voice.”

The research, which evaluates social video success in the alcohol industry, found that overall video sharing in the alcohol sector increased 1,593% from Q4 2012 to Q1 2013.

Top 10 Performing Alcohol Videos – Total Shares – Q1 2013

Click here to download the full report.

About the Methodology

Data in this report is supplied by Unruly Analytics™, a cloud-based dashboard which measures social reactions to video content from 1,300 brands across all verticals.

Analysis period is Q3 2012 to Q1 2013 inclusive. 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 and has tracked over 329 billion video views worldwide.

Data from Unruly Analytics has been combined with insight from Unruly ShareRank™, a proprietary algorithm created by combining data from the Unruly Viral Video Chart with the responses of thousands of viewers and incorporating 100+ variables that affect ‘shareability’.

About Unruly

UNRULY, UNRULY MEDIA, UNRULY SHARERANK, UNRULY ANALYTICS, THE UNRULY VIRAL VIDEO CHART 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.

Dove Real Beauty Sketches Becomes The Most Viewed Online Video Ad Of All Time

20.05.2013 by Eddie Tomalin

Campaign Committed to Fostering Self-Esteem Among Women Reaches Billions Around the World

Less than a month after launch, the Dove Real Beauty Sketches film became the number one viewed online video ad of all time. The film, which explores how women view their own beauty in contrast to what others see, has been viewed more than 114 million times to surpass all previously recorded video ads, according to the Viral Video Chart reported globally by Unruly*. In addition, Dove Real Beauty Sketches has garnered another 15 million views in China where it just launched. Not only has the film been viewed in record numbers around the world, it is also the most shared video ad in over a year and the third most shared of all time, although closing the gap. Dove Real Beauty Sketches was uploaded in 25 languages to 33 Dove YouTube Channels and has been viewed in over 110 countries.

The Dove Real Beauty Sketches campaign struck an emotional chord with millions of women who recognize that they are their own worst beauty critic. Dove is committed to a world where beauty is a source of confidence and the film reinforces the brand's commitment to fostering self-esteem in women.

Dove Real Beauty Sketches has garnered widespread attention across all media channels and the brand has been overwhelmed by the positive response from around the world. The phenomenon has been further fueled by celebrities and other brands joining the conversation and sharing the film with others. Additionally, 14 video parodies of the film have been created. To date, the campaign has generated almost four billion PR and blogger media impressions, which continue to increase daily. Global launch coverage highlights include:

- 121 print features, including leading op-ed pieces

- 484 major broadcast news and lifestyle segments

- Thousands of online articles that have generated hundreds of thousands of comments, likes and shares

The impact made by Dove Real Beauty Sketches in social media has also been significant. The campaign evoked an emotional reaction in millions of people that inspired them to share the positive message with others and join the conversation across the brand's social channels. To date there have been over 3,707,407 shares of the film. (source:Unruly)

"The moment that the Dove Real Beauty Sketches film was uploaded to the Dove YouTube page, it quickly started to gain traction around the world with men, women, media and even other brands sharing the film," said Fernando Machado, VP Dove Skin. "The campaign evoked an emotional reaction in millions of people that inspired them to share the positive message with others. Beyond just the millions of views and publicity impressions, it is the outpouring of testimonials from around the world that are exciting us."

About the Dove Real Beauty Sketches Campaign The way women depict themselves is dramatically different from how others perceive them. Over half (54%) of women globally agree that when it comes to how they look, they are their own worst beauty critic, which equates to a staggering 672 million women around the world1. In response, Dove conducted a compelling social experiment to illustrate how this problem manifests.

The Real Beauty Sketches film features Gil Zamora, an FBI trained forensic artist who has used his trademark Compositure(TM) Methodology to draw over 3,000 sketches during his 28-year career. The film documented Zamora creating composite sketches of seven women who were hidden behind a curtain and he used their self-descriptions as the basis of his drawings. Prior to their session with the forensic artist, each of the women were unexpectedly asked to spend a short period of time with a stranger without being told why. Zamora then drafted sketches from the stranger's depictions. Most of the sketches drafted from the stranger's point of view showed a more beautiful, happier and frequently more accurate portrayal of the women and further demonstrates that, when it comes to how they look the biggest beauty pressure is the pressure they put on themselves.

The film documents the women's reactions to their self-image and their realization of how low self-esteem is affecting many other elements of their lives. It inspires the women, and viewers alike, to reassess how they see themselves. Dove believes that when women look and feel their best, they feel happier. The Dove Real Beauty Sketches film can be viewed at dove.us/realbeautysketches, Facebook.com/Dove or join the conversation at #wearebeautiful.

About Dove Dove, manufactured by Unilever, is the No. 1 personal wash brand nationwide. One in every three households uses a Dove product1, which includes beauty bars, body washes, face care, anti-perspirant/deodorants, body mists, hair care and styling aids. Dove Men+Care(TM) is the newest range of products from Dove, developed specially for men. Dove is available nationwide in food, drug and mass outlet stores.

About Unilever United States, Inc. Unilever is one of the world's leading suppliers of Food, Home and Personal Care products with sales in over 190 countries. Our products are present in 7 out of 10 homes globally and are used by over 2 billion people on a daily basis. In the United States the portfolio includes brand icons such as: Axe, Ben & Jerry's, Bertolli, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-tips, Ragu, Simple, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemme, Vaseline, and Wish-Bone. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.

Our ambition is to double the size of our business, whilst reducing our overall environmental footprint (including sourcing, consumer use and disposal) and increasing our positive social impact. We are committed to helping more than a billion people take action to improve their health and well-being, sourcing all our agricultural raw materials sustainably by 2020, and decoupling our growth from our environmental impact. Supporting our three big goals are more than 50 time-based targets. See more on the Unilever Sustainable Living Plan at http://www.unileverusa.com/sustainable-living/.

Contact: David Waterhouse 0207 7199 5871 (david.waterhouse@unrulymedia.com)

*Unruly uses proprietary technology to track any video across the globe, which is hosted on major platforms including: YouTube, Dailymotion, Apple Trailers, IGN, Break or Trailer Addict (this does not include Chinese platforms). Unilever tracked key sites in China where the video was uploaded and promoted.

SOURCE: Unilever

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.

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

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.

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.

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

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 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

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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