Unruly Preps New Tools for Branded Video Analysis

By on 12/03/2012 11:57 AM @daisywhitney

MONACO – Social video platform Unruly Media is launching new tools in the new few weeks to better track and measure the emotional responses to viral videos. The goal is to help agencies and marketers attach a framework and metrics to social video so it’s not just a once-a-year proposition, says Scott Button, founder and CEO of the company, in an interview with Beet.TV at the Monaco Media Forum.

“We’re looking at emotional responses to video around 18 different emotional states, and we can do panel testing at enough scale in the pre-testing phase before a campaign goes live so we can give good feedback to clients as to how effective the content might be,” Button tells us. This analytical insight into what makes content shareable has been one of the missing links in the field, and brands have been asking for more science and rigor in understanding the performance of social video, he adds. Over the last 12 to 18 months, Unruly has been studying the specific emotional triggers in social video ads and how they correlate to views and other metrics of success.

However, the next step in social video data and insight will come in understanding how the creative and content leads not just to views but to sales, he explains. “We will see a move away from view count as the hallmark of success to how the word of mouth sparked by a campaign is impacting sales,” Button says in this video interview. “One of the big challenges for brands right now is to try to understand how to make viral video more predictable and repeatable. There is little value to brands if they can only get it right once a year,” he says.

Unruly was founded in 2006 and delivers and tracks social videos across the Web. Since launch it has delivered 1.65 billion video views for more than 2,000 social video campaigns for more than 400 brands, including Evian, T-Mobile, and Old Spice. The company has also been conducting regular research into social video. For instance, the just-launched creative optimization tool tests which version of a video performs best against target audiences, allowing clients to optimize against shareability, word of mouth, duration, dwell time and other metrics. Unruly also relies on its “Social Video Lab,” to test physical and emotional reactions to social videos using biometrics and other metrics.

Earlier this year, the company worked with a researcher to study the rise in brand recall and purchase intent when a branded video had been recommended to a viewer or shared, and Unruly has also delved into specific industries such as automotive to analyze what makes certain automotive branded videos a hit.

 -Daisy Whitney

 

Recent Videos
image
Millennials Are Cool With Brands Changing All The Time: Initiative/IPG Study

Brands need to mimic the characteristics of millennial-age consumers to curry their favor, according to research, The Reset Generation, conducted by media agency IPG’s Initiative group. “Their expectations of brands are what they think people expect of them,” says Initiative’s US ...

image
If “Content Is King,” then “Distribution is Queen” as Paid Media is Essential,...

Mindshare, the media agency within WPP, has created some 250 branded campaigns for video and television over the past 9 years, says David Lang, Chief Content Officer and President of the agency’s entertainment division,  in this interview with Beet.TV  On the subject of viral video hits and paid vs. ...

image
Hearst is Building a “Netflix Model” Around Magazine Video Content

Hearst has just launched “Cosmo Body,” a daily fitness show which is advertiser-free and is  being offered on a subscription basis.  This is the first of what will be a number of Hearst titles and Hearst partners who will be part of a new “Netflix model,” explains Chris Grasso, SVP ...

image
Yahoo Gets Post-Web Analytics With Flurry: Jun’s Reichgut explains

Yahoo has bought itself a role in the advertising ecosystem that comes after the desktop web by acquiring mobile analytics firm Flurry last week. That’s the assessment of one cross-platform video ad tech vendor CEO. “A media company that was based on the web is now struggling getting in to the ...

image
Razorfish, Google & Videobloggers Drive 6+ Million Video Views for Unilever Haircare Campaign in...

A YouTube program in the U.K., designed by global agency Razorfish for several Unilever haircare brands, has driven more that six million views since its launch  in April, says Pete Stein, Global CEO of the agency in this interview with Beet.TV The program takes the pulse of Google queries on hair and ...

image
The Viral Video Is Not a Business Model

While the viral video hit can be golden for brands, it can’t be done consistently and it’s “not a sustainable business model” says Mitchell Reichgut, CEO and founder of the Jun Group, a digital video ad services firm that secures views for branded content on hundreds of publisher ...

image
TubeMogul Crushes Wall Street with 64% Rise on First Day of Trading

Whether the dramatic increase of the company’s stock price on its initial day of trading, which closed at 11.50, up $4.50 or 64%, can be sustained or not, time will tell.  For TubeMogul co-founder and CEO Brett Wilson, he is focused on “building a big, transformative company,” he told ...

image
Native Video Advertising on Mobile Devices Powers Growth for Jun Group

The dramatic rise of mobile, opt-in video advertising has helped fuel revenue growth for the New York-based adtech firm Jun Group by 120% in 2013 and the company is on pace for that kind of growth this year as well, says CEO Mitchell Reichgut  in this interview with Beet.TV. In the last few years, Jun ...

image
Simulmedia’s Morgan: TV Finally Embracing Ad Tech

Tacoda and Simulmedia founder Dave Morgan is just back from a fun week chewing over the TV ad tech revolution at Cannes Lions with Beet.TV He is interviewed on stage by digital media investment banker Terence Kwaja. In this AdAge article, Morgan concludes channel fragmentation, a desire for accountability ...

image
Comcast Serves up 13 Million Video Streams of World Cup: “TV Everywhere is Ready for its Close-up”

Comcast has provided  13 million video streams of World Cup matches to subscribers watching via digital devices.   That’s up  55% over the number of streams for the Soichi games, the cable giant says. The enormity of the digital consumption represents something of a watershed moment for “TV ...

image
Sling Rolls Out New Box With Added Mobile Features

Echostar-owned Sling Media introduced a new box to deliver pay TV channels to other devices. The “Slingbox M1″ and “SlingTVTM” are designed to be mobile friendly and are slated to retail for $149.99.  Here is the company press release. In the last year, Sling Media has been focusing ...

image
Digital Targeting Enables Consumer Choice in Storytelling, MediaCom’s Savic

CANNES, France — In a digital world, where transparency is the name of the game, brands can’t hide anymore. What works and doesn’t work is apparent every day, says Sasha Savic, CEO of MediaCom USA, during an interview with Beet.TV at Cannes. “We used to love our ideas. Now, it ...

loader