UNRULY REPORT: NEUE SHARING TRENDS FÜR SOCIAL VIDEO

24.04.2014 by Eddie Tomalin
Die Werbespots des Super Bowls wurden im Vergleich zum Vorjahr fast um ein Drittel seltener geteilt

Hamburg – 24. April 2014 – Unruly, dieSocial Video Marketing Plattform, zeigt in einem neuen Report die Trends rund um Social Video Sharing auf. Insgesamt haben sich die Sharing-Raten von gebrandetem Content im Social Web in den letzten zwölf Monaten um fast ein Fünftel (22%) gesteigert. Es überrascht, dass der Event, der das Teilen von Werbespots in den vergangenen Jahren katalysiert hat, für die Werbungtreibenden in diesem Jahr eine enttäuschende Performance geliefert hat: Sharings rund um den Super Bowl 2014 waren um fast 29% rückläufig, wodurch das erste Quartal diesen Jahres insgesamt fast ein Viertel weniger Shares vorzuweisen hat.

Der Report zeigt auch, dass nur die Konsumgüter und Non-Profit Branchen als einzige ihren Share of Voice im ersten Quartal 2014 steigern konnten. Sharings von Video Ads von Technologie- und Automarken gingen um jeweils 55,9 beziehungsweise 45,8 Prozent zurück.

Als Hauptgrund für den starken Rückgang im ersten Quartal wird ein glanzloser Super Bowl 2014 gesehen, da hier  im Vergleich zum Vorjahr die Shares um ein Drittel (29%) zurück gingen. Dies ist das erste Mal überhaupt, dass die Shares zum Super Bowl im Jahresvergleich nicht anstiegen.

Der hervorragende Spot von Budweiser “Puppy Love” , der in diesem Jahr die meisten Shares auf sich vereinen konnte, katapultierte die Marke an VW vorbei auf den Rang der am häufigsten geteilten Super Bowl Marke aller Zeiten.

Der Unruly Report zeigt folgende weitere Schwerpunkte auf:

  • Eine glanzlose Leistung der Marken beim Super Bowl (29% Rückgang im Jahresvergleich) lässt Sharings um 24,2% im Vergleich zum zurückliegenden Quartal absinken, trotz der eigentlich steigenden allgemeinen Sharingraten, die innerhalb der letzten 12 Monate um 22% zunahmen.
  • Die durchschnittliche Sharing Rate aller Clips (der Prozentanteil der Menschen, die einen Clip anschauten und dann teilten) ging im zurückliegenden Quartal von 2,9% auf 2,6% zurück
  • Konsumgüterbranche und Non-Profit Organisationen sind die einzigen Branchen, die im letzten Quartal einen Anstieg der Shares verzeichnen konnten. Der Anstieg war hauptsächlich Budweisers Super Bowl Hit “Puppy Love” zu verdanken.
  • Die Autobranche konnte beim Super Bowl genauso wenig wie die Technikbranche eine beeindruckende Leistung verbuchen. Die jeweiligen Sharingraten fielen jeweils um 45% und 55,9%
  • Entertainment war wieder der stärkste Sektor und erreichte fast die Hälfte aller Shares gebrandeter Videos (47,2%)
  • Das am häufigsten geteilte Social Video im ersten Quartal 2014 war Thinkmodos “Devil Baby Attack”, ein Prankvert, das den Horrorfilm Devil’s Due promoten sollte. Das Ad wurde 2,05 Millionen Mal allein im letzten Quartal geteilt, was es zum bisher meistgeteilten Spot 2014 macht und auf Platz 22 der am häufigsten geteilten Ads überhaupt bringt
  • Budweisers “Puppy Love” und “Most Shocking Second A Day Video”der britischen Charity „Save the Children“ schafften es auf den zweiten und dritten Platz
  • Videos der britischen Charity Organisation „Save the Children“ und „Coordown“ ließen den Non-Profit Sektor um 326,6% im Vergleich zum vorigen Quartal steigen

Der Geschäftsführer von Unruly Deutschland, Martin Dräger, kommentiert: “Der Rückgang des Teilens der diesjährigen Super Bowl Werbespots auf Social Media Plattformen – eine Verminderung hat es nie zuvor gegeben – zeigt, dass es nicht ausreicht nur qualitativ hochwertige Inhalte zu kreieren. Erfahrene Marken unterhalten Nutzer mit wirklich einnehmendenThemen und optimieren die Auslieferung der Kampagne, um so das meiste aus ihrem vier Millionen schweren Investment zum Super Bowl herauszuholen.“

Das schlechte Ergebnis zum Super Bowl ist gerade deshalb so bemerkenswert, weil das Sharing insgesamt innerhalb der letzten 12 Monate zugenommen hat. Martin Dräger fügt hinzu: „Die Sharing-Zahlen der letzten 12 Monate zeigen, dass die Leute immer mehr gebrandete Inhalte teilen. Obwohl das Jahr 2014 erst wenige Monate alt ist, gab es bereits einige bemerkenswerte Kampagnen.“

Das gesamte Whitepaper können Sie hier herunterladen:

www.unrulymedia.com/unruly-whitepapers

Unrulys Insider Berichte

Der Unruly Social Video Report Q1 2014 ist Teil einer Serie von Insider Analysen zu Social Video Advertising Trends, die die Social Video Marketing Plattform Unruly im vierteljährlichen Rhythmus veröffentlicht.

Anhand von Daten aus dem Viral Video Chart und Unruly Analytics – einem cloudbasierten Dashboard, das bisher über 424 Milliarden Video Views im Social Web getrackt hat – legt der Bericht dar, welche Produkte, Branchen, Marken und Video Kampagnen im ersten Quartal 2014 Aufmerksamkeit im Social Web erlangten.

Finden Sie hiermehr über Unruly Analytics heraus.

Methodik

Alle Daten in diesem Bericht werden von Unruly Analytics bereitgestellt. Die Daten wurden im Zeitraum zwischen dem 1. Oktober 2013 und dem 31. März 2014 gesammelt. Die Daten fließen auch in das Unruly Viral Video Chart™ ein, das Werbungtreibende weltweit seit 2006 nutzen, um ihre Video Inhalte zu tracken. Unruly Analytics bietet Vergleichsdaten und Real-Time Wettbewerbsvergleiche von zwei Drittels der Interbrand 100.

UNRULY, UNRULY VIRAL VIDEO CHART, UNRULY ANALYTICS, Logos und verbundene Marken sind eingetragene Marken der Unruly Gruppe. Andere Marken sind das Eigentum der jeweiligen Besitzer.

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Über Unruly

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 6 Milliarden 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 424 Milliarden Video Views erfasst. Mit einem Publikum von über einer Milliarde Usern über alle Devices hinweg hat Unruly über 3,85 Milliarden Video Views zu 3.500+ Social Video-Kampagnen für mehr als 450 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 140 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 18 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. Tech City hat Unruly als eine der Future Fifty-Unternehmen aufgeführt. 

Für weitere Informationen besuchen Sie www.unrulymedia.de.

Kontakt:

Cookie Communications

Maike Bierbaum, maike.bierbaum@cookiecomms.com

Tel. +49 (0)40 / 6887 687-130

Nadine Peter, nadine.peter@cookiecomms.com

Tel. +49 (0)40 / 6887 687-151

 
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Super Bowl Online Video Ad Shares Down By Almost A Third Y-O-Y

24.04.2014 by David Waterhouse
But overall shares up by more than a fifth over last 12 months, says new insight report from marketing technology platform Unruly

NEW YORK, LONDON April 24, 2014 — A disappointing performance by ads that aired during the 2014 Super Bowl saw shares of branded videos drop by almost 25% last quarter. This is despite overall sharing rising by a fifth (22%) over the last 12 months.

That’s according to a new report published today by marketing technology company Unruly, which showed that FMCG/CPG and Charities/ Non-Profits were the only verticals to increase their share of voice in the first quarter of 2014. Meanwhile, shares of video ads from Tech and Autos brands decreased by 55.9% and 45.8% respectively.

The main reason for the drop was the lackluster performance of brands during the Super Bowl 2014, which saw shares of ads drop by a third (29%) from the previous year. It’s the first time online shares of advertisements aired during the Super Bowl have decreased year-on-year.

That’s despite Budweiser taking the crown for the most shared Super Bowl ad for the second year in a row. The dominant performance of “Puppy Love”, together with its commercial “A Heroes’ Welcome”, helped the beer brand overtake Volkswagen to become the most shared Super Bowl brand of all time.

Highlights from Unruly’s Q1 2014 Insights report include:

  • A lackluster performance from brands at the Super Bowl (29% year-on-year decrease) sees shares drop 24.2% from the previous quarter. This is despite the fact that branded video shares overall were up by 22% over the last 12 months;
  • The average share rate (the percentage of people who watched the ad and shared it) dropped from 2.9% last quarter to 2.6%;
  • CPG/ FMCG and Charity/ Non-Profits are the only verticals to see quarterly growth in shares. CPG’s growth was largely thanks to Budweiser’s smash “Puppy Love” ad;
  • A poor Super Bowl performance by car brands saw Autos decline by 45%, while Tech fell by 55.9%;
  • Entertainment was once again the strongest sector, attracting almost half (47.2%) of the total number of shares of branded videos;
  • Thinkmodo’s “Devil Baby Attack” ad- a ‘prankvert’ to promote Twentieth Century Fox horror movie, Devil’s Due, was the most shared ad of Q1 2014. The ad attracted 2.05 million shares last quarter, making it the most shared ad of 2014 so far and the 22nd most shared ad of all time. Budweiser’s “Puppy Love” and “Most Shocking Second A Day Video” ads, by UK charity Save The Children, were second and third respectively;
  • Videos from UK charity Save The Children and Coordown saw the Charity/ Non-Profit sector enjoy a 326.6%, increase from the previous quarter;
  • Auto brands attracted 73.8% of the shares at Super Bowl 2011, and 76.6% at Super Bowl 2012. Fast forward to 2014 and that figure has shrunk to 15.4%.

Unruly’s Insight Director, Ian Forrester, said: “This year’s dip in shares of Super Bowl ads - the first time it has ever happened - shows it’s not enough to focus solely on making quality content. Savvy brands entertain consumers with engaging content but must also focus on optimizing distribution to make the most of their $4 million+ investment in advertising during the Super Bowl. Simply airing an ad during the Super Bowl is not enough to trigger online success.”

These poor results are especially striking given the overall growth in video sharing over the last 12 months. Ian added: “Overall sharing over the last 12 months is up, which shows that more and more people are sharing branded content. Plus, despite only being a few months into 2014, we have already seen some standout campaigns.  

“Videos like ‘Devil Baby Attack,’" added Mr. Forrester, "show that movie companies can have a lot of online success by trying something different to the tried-and-trusted movie trailer format, and the success by charities such as Save The Children and Coordown demonstrate what can be achieved by brands large and small with the right social video strategy.”

You can download a copy of the full report here

About Unruly’s Insights reports

The Unruly Social Video Report Q1 2014 is part of a series of quarterly reports published by marketing technology company Unruly, analyzing current social video advertising trends.

Using data supplied by the Unruly Viral Video Chart™ and Unruly Analytics – a cloud-based dashboard that has tracked over 424 billion video views across the social web – the report identifies which products, verticals, brands and video campaigns delivered social impact in the first quarter of 2014.

To find out more about Unruly Analytics, click here.

Methodology

All data in this report is supplied by Unruly Analytics. The data collected is from October 1st 2013 until 31st March 2014. 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. While many platforms only begin to track content when users have identified it themselves, they want to track. Unruly Analytics provides benchmarking data and real-time competitive intelligence for 2/3rds of the Interbrand 100.

To see find out more about Unruly Analytics, click here.

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.

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About Unruly

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, engage their audience with Unruly Activate and prove social ROI with Unruly Analytics where we provide 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 Brand 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 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. Unruly is also featured in Tech City’s Future Fifty.

To find out more visit www.unrulymedia.com

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Eyeka & Unruly Partner To Launch Always-On Social Content Solution For ROI-Driven Marketers

01.01.1970 by Louise Tullin
Partnership helps advertisers keep up with demand to create and distribute content 365 days a year

March 18, 2014 - Advertisers will now be able to produce, distribute and measure end-to-end social campaigns across the web thanks to a new global partnership between marketing technology platform Unruly and eYeka, the leading crowdsourcing community.

Marketers are struggling to deliver the high volume of branded social content that social channels demand. According to the 2013 Chief Marketer Social Media Survey, 37% of marketers feel that creating social media content is too time-consuming, while 13% don’t know what content to create and 29% feel that there is never enough fresh content.

The new partnership between video specialists Unruly and crowdsourcing platform eYeka will help ROI-driven marketers keep up with the ever-increasing demand to create and distribute content.

·    High quality, scalable and cost-effective content production through crowdsourcing: Traditional content production solutions were designed to produce a great piece of creative work every six months at high cost. Crowdsourcing content with eYeka’s creative community typically delivers 20 pieces of brand-inspired, story-rich, genuine content, with an upper range in the hundreds, at a much more affordable price. This allows a brand to sustain the conversation for the full year, especially to supplement hero campaigns;

·  The ability to predict which content has the most potential to get shared: Unruly ShareRank™ is a proprietary algorithm that allows advertisers to accurately predict the ‘shareability’ of a video, before it’s even launched. This allows advertisers to maximize the impact of their content marketing strategy by calculating the amount of earned media a video is likely to attract across the social web;

·  A comprehensive paid distribution strategy, with real-time tracking: Unruly Activate™ is a cloud-hosted platform for social video distribution and tracking which reaches one billion consumers worldwide and powers your entire campaign. You can also use Unruly Analytics to get instant information on the ROI of your paid and earned media.

François Pétavy, CEO of eYeka, said: “Social content is not advertising. The narrative, format, tone of voice and role of the brand needs to be completely rethought to work in an environment driven by conversations, engagement and the ability to skip your message at will. The freshness and variety of participants involved in crowdsourcing provides many such ‘digital-native’ flavours that can resonate in different local markets and are especially relevant for social activation to keep the brand ‘always-on’. 

“This approach makes the economics of social content fly as most costs involved into crowdsourcing are fixed costs.”

Phil Townend, MD for Unruly APAC, said: “Even when brands have awesome content, they can’t afford to post and pray – there’s too much competition for viewer attention, not just from other brands but from friends and family in the newsfeed. This is why a scientific, data-driven approach to content creation and distribution is a must-have for brands who want repeatable, scalable success with social video.

“Together with eYeka, we can help brands create and distribute content throughout the year. From creating sugar cube Vine and Instagram teasers, to producing hero campaigns, we’ll help brands maximise their ROI.”

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

About Unruly

Marketing technology company Unruly is the leading global platform for social video marketing and works with top brands and their agencies to 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.

 


 

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Campaign Asia: Unruly brings its approach to viral video to Asia

17.03.2014 by Claire Roberts
ASIA-PACIFIC - Video platform Unruly has opened its Asia headquarters in Singapore and plans to expand operations to Japan, Australia and South Korea

17 March 2014, by Byravee Iyer. Read the full article in Campaign Asia here

At present, Unruly has 12 offices including London, New York, San Francisco, Hamburg and Paris. Phil Townend, the company's Europe, Middle East and Africa MD, will relocate to Singapore to lead the regional rollout.

"At the moment, it's a matter of getting our APAC HQ up and running," Townend said. "Then you'll see a series of announcements coming thick and fast."

Unruly started working with brands in Asia in 2008. The video-technology company has already run more than 100 campaigns in Australia and has some experience with South Korean and Japanese advertisers.

Demand for its full suite of services, including social-content strategy, benchmarking, analytics and distribution, has grown tremendously, Townend said. "Certainly, with 40 per cent of internet users situated in Asia-Pacific and video ad spend projected to grow 37.5 per cent, there is a massive opportunity for social media to grow exponentially in the region."

Brands are also demanding Unruly's content marketing products, such as the Unruly Viral Video Chart, which tracks sharing on short-form video platforms like Vine and Instagram.

Indeed, Asians are among the top sharers of branded content. According to Unruly's campaign statistics, average share rates for branded videos in Asia stood at 2.44 per cent, compared to the global average of 1.31 per cent.'

Townend also cited research from media agency Havas that shows APAC registers higher brand engagement, with 53 per cent of respondents saying brands improve quality of life, compared with 29 per cent in the US and 28 per cent in Europe. Asian consumers are also six times more attached to brands than their counterparts in Western countries.

Townend said the company has scope to do well in the region. "There are smaller video distribution companies in the region, but none with the global reach and big data tech that powers a 360 approach to social video marketing."

Unruly secures much of its revenue from its core product, Unruly Activate, a paid media platform. Brands and agencies pay Unruly on a cost per view basis for every in-target, user-intended view delivered, whether that's on a niche blog or a mobile application. Its other product, Unruly Analytics, is a subscription-based social analytics dashboard that allows advertisers to identify trending content and see what's worked for their competitors. Unruly ShareRank, a predictive algorithm, developed in collaboration with research institutions, that helps predict a "viral" hit, can be had as a subscription or as a one-off piece of research.

Townend believes Unruly helps advertisers make a rapid evolution from random viral success or failure to predictable, measurable and repeatable social-video programmes. "If I am an advertiser and I can shortcut my way to being the most shared and talked about brand on the web, then this is something I'll gladly pay for as it reduces failure and wastage in both the production and delivery phases," he said.

Unruly has delivered, tracked and audited 3.85 billion video views across 3,500 social-video campaigns for more than 450 brands including Volkswagen, Dove, Coca-Cola, T-Mobile, Microsoft, Warner Bros and Adidas. Its biggest video hits are the Dove Beauty Sketches and Evian's record-breaking Roller Babies campaign. Unruly was also responsible for T-Mobile's Royal Wedding Spoof and Old Spice's The Man your Man Could Smell Like.

In Southeast Asia, Unruly has worked with Samsung, Unilever P&G, Heineken, Hyundai, Toyota and Telstra. Its campaign for the Samsung Galaxy Note 2 achieved 17.3 million views and 423,262 shares.

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Video Technology Platform Unruly Opens Asian HQ In Singapore

01.01.1970 by David Waterhouse
Aggressive expansion planned in the region to give advertisers in the world’s fastest growing ad market full access to latest in social video technology

17 March, 2014 —  Unruly, the global platform for social video marketing, today stepped up its expansion into Asia-Pacific by announcing it is to open a regional HQ in Singapore.

Unruly, which works with 60% of Interbrand’s Top 100 Best Global Brands to help predict the virality of their ads and get their videos shared and viewed online, is expanding its operations in Asia to provide senior marketers and agencies in the territory with greater access to the latest in social video distribution, predictive technology and cloud-based social analytics.

The move marks the video tech platform’s continuing investment and aggressive acceleration into the Asian market, where video ad spend is projected to grow at a rate of 37.5% CAGR year on year (source: PwC). Unruly’s social video products have been established in the region since 2008, delivering over 150 video campaigns to date for brands such as Samsung, Unilever, P&G, Hyundai and LG remotely from its offices in Europe and North America.

The new Asian HQ, which officially opens on April 7, means that more agencies and brand marketers in Asia-Pacific will have access to Unruly’s engaged audience of more than a billion consumers worldwide (source: ComScore) via its distribution platform.  

Unruly is planning to follow up the Singapore launch with further expansion in key Asia Pacific markets over the next 12 months.

“Singapore is a hub for the creative industry, offering a wealth of talented people, world-class infrastructure and access to rapidly growing markets,” explained Scott Button, founder and CEO at Unruly. “It’s the cornerstone of our rapid expansion plan in Asia.”

The social video marketing company already has 12 offices around the world, including London, New York, San Francisco, Hamburg and Paris. Unruly’s EMEA MD Phil Townend, a former Director of Digital Marketing at Virgin Media, will be relocating from London to Singapore to lead the regional roll-out in his new role as Unruly APAC MD.

“In order to put our customers first and to be able to offer both global and localised regional campaigns, we want to reach further and faster than anyone else – both in terms of media relationships and client services,” said Townend, who before joining Unruly was the Commercial Director of European video technology firm InSkin Media. 

“Many large brands are headquartered in Asia and it’s a massive growth market for many advertisers. I’m delighted to be given the opportunity to help brands take advantage of the exclusive reach and engagement which social video offers.

“Forty per cent of internet users are situated in Asia-Pacific and video is the fastest growing ad format worldwide (source: ComScore). This means there is a massive opportunity for social video to grow exponentially in the region. And Asians are avid social video consumers. Average share rates for branded videos across the world are 1.31%, but across Asia it’s 2.44% (Source: Unruly).”

Unruly’s key products across the full range of mobile, tablet and other second screen devices include:

  • Unruly ShareRank™: Unruly ShareRank™ is a ground-breaking product, developed in collaboration with research institutions and leading academics to meet the seemingly impossible desire to predict a ‘viral’ hit. The algorithm is now being trained specifically for  South-East Asian audiences to measure and predict consumers’ emotional responses to branded video content;
  • Unruly Activate™: Launched in 2007, Unruly Activate™ is the most powerful and established social video distribution and tracking technology platform in the industry. Built specifically for social video marketing and designed to activate the Open Web, it has delivered, tracked and audited 3.58 billion video views across 3,500 social video campaigns, reaching an audience of more than a billion connected consumers;
  • Unruly Analytics™: With 6 billion customizable data points tracking 2,500 brands and counting, our cloud-hosted social analytics dashboard Unruly Analytics helps advertisers identify trending content and see what’s worked for their competitors.

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

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About Unruly

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 ShareRank, 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.

To find out more about Phil Townend, click here.

Press Contact

David Waterhouse, Head of Content, Unruly

Tel: 020 7199 5871/ 07967 663647

Email: david.waterhouse@unrulymedia.com

 

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Bloomberg TV: Advertisers Use Super Bowl as Campaign Spark

04.02.2014 by Eddie Tomalin

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.”


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Budweiser’s “Puppy Love” Ad Wins Super Bowl XLVIII

03.02.2014 by David Waterhouse
Cute Beer Commercial Not Only Attracts Most Online Shares But Also Generates Most TV Coverage Across World, Says New Research

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.

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Super Bowl 2013 Ads Attract Twice As Many Shares As Previous Year

16.01.2014 by David Waterhouse
New Data From Marketing Tech Platform Unruly Also Shows 60% Of Most Successful Campaigns Launched Before Super Bowl Sunday

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:

  • The most shares (3.3 million) from Super Bowl 2013 were recorded on Super Bowl Monday (February 4) - twice as many as the next biggest day, February 5 (1.6m shares) and nine times bigger than the number of shares recorded on Super Bowl Sunday;
  • The average length of the top 10 Super Bowl ads more than doubled (112%) from 2010-2013, from 42 seconds to 89 seconds;
  • The average share rate (the % of viewers who also shared the ads) of Super Bowl ads nearly doubled between 2012 and 2013. In 2012, it took 57 views to generate one share, in 2013, it took 31 views;
  • 3 of the top 10 most shared Super Bowl ads of all time are movie trailers - (Fast 5; Fast and Furious 6 and Star Trek Into Darkness);
  • 60% of the most shared Super Bowl ads of all time were launched before Super Bowl Sunday;
  • 7 of the top 20 most shared ads from Super Bowl 2013 were supported by teasers;
  • The most shared ad of all time is a Super Bowl ad - VW’s “The Force” (5.2 million shares). The second is Budweiser’s “9/11 Tribute” from 2002, which trends every September, while third is Budweiser 2013 ad, “Brotherhood”.

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.”

*Methodology

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.

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About Unruly

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.

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Samsung Is The Most Shared Social Video Brand Of 2013, Says Unruly

10.12.2013 by David Waterhouse
Pepsi Also Replaces Coke In Top 10 Brands Of The Year As Marketing Technology Platform Launches Inaugural Unruly Video Sharing Awards

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.

 

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Tech City UK Names Unruly In Second Wave Of High Potential Growth-Stage Companies To Join Future Fifty Fast-Track

06.12.2013 by David Waterhouse

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[1]. 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 / pressoffice@techcityuk.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


[1] 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.

 

 

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