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
David Moore, Xaxis recut
The Next Big Thing at WPP Digital: “Creative Optimization”

In 2015, WPP’s large portfolio of digital agencies, tech providers and content companies, which are fully or partly owned by WPP,  will be organized into a “complete” offering that can “compete with any company in the world,” says David J. Moore, President of WPP Digital and ...

image
Beamly Wants To ‘Super-Charge’ Ads After Pivot ‘Step Change’

The social TV app formerly known as “Zeebox” has ambitions to offer advertisers new experiences, after rebranding to “Beamly” earlier this year. First launched in 2011, Zeebox helped viewers learn and talk about shows during live broadcast. But it expanded to VOD and a greater female ...

image
Second Screens Yield Vital Data for TV Networks

The next hurdle for second screen marketing lies in measuring consumer sentiment towards a TV show, says Alan Wolk, Chairman of Second Screen Society, in an interview with Beet.TV. That can be done by tapping into the treasure trove of data available via mobile phones that consumers use to interact with a ...

image
Addressable Tools Will Drive Programmatic TV, Videology’s Scott Ferber

Programmatic TV will be driven first by addressable tools, says Scott Ferber, Chairman and CEO of video advertising technology platform Videology, in an interview with Beet.TV. “The first step where programmatic and addressable will converge in the TV space is on the data side…understanding who ...

image
AOL Sees Growth in Programmatic TV with 58 Ad Campaigns Up

While programmatic TV buying operates in a just a small slice of the overall TV ad market, it is growing and advertisers are allocating budget.  AOL has some 58 advertising campaigns running in test mode, on its platform, says Bob Lord, Global CEO of AOL Platforms in this interview with Beet.TV We sat down ...

image
Out-Stream Gives Slate 10x Video Ad Boost

CHICAGO — Webzine Slate may be producing some video of its own nowadays but, as a text specialist, the outlet may never make enough to satisfy booming advertiser demand for video ad inventory. That’s why the publisher is using InRead, an ad format from vendor Teads which allows sites to inject ...

image
Cars.com’s Kraut Sees Ad Value In Data After Gannett Sale

CHICAGO — A couple of months after US news publisher Gannett finalized its purchase of the remainder of Cars.com, the autos classified site is revving up to combine data points and its new owner’s heft to sell ads. “There’s a lot of data … our advertisers would love to have the ability ...

image
AdTech Banker Kawaja: Video Ad Platforms Need To Differentiate

If you are tired of trying to distinguish one “end-to-end, full-service video targeting and decisioning” vendor from another, imagine how people from outside the digital video industry must feel. LUMA partners CEO Terence Kawaja says 2015 will see ongoing video tech momentum after the ...

image
Nielsen-Adobe Deal on Track for 2015 Digital Ratings

As consumer interest in watching authenticated TV rises, the ad business will look for better ways to measure video across screens, says Jeremy Helfand, VP Adobe Primetime at Adobe, in this interview with Beet.TV. About 10% of all authenticated TV content is viewed through an OTT device, underscoring the ...

image
WPP’s Modi to Deliver “Addressable” TV Ads Programmatically with Videology

Modi, the recently launched advanced TV unit of WPP’s GroupM, is working with video adtech company Videology to deliver television advertising to specific cable and satellite users in real-time, using programmatic ad decisioning technology, explains Jamie Power, Senior Partner at Modi, in this ...

image
Satisfying Readers Is Key To Content Marketing: Digitas’ Mark Book

CHICAGO — DigitasLbi’s “Perceptions Of Care” video campaign for Whirlpool has won rave reviews from ad watchers, after the agency worked with popular web publisher Upworthy to craft the campaign as a pair of videos. The campaign has generated some hefty social media views. So what was ...

image
More Data Needed For Personalized Ads: SMG’s Lichtenberg

CHICAGO — Digital ads can begin to reach individual consumers with specific messages based on unique characteristics – but only if computers know enough to target them, says one ad agency exec. “When I think about the future of video, I think about more personalized experiences,” SMG ...

loader