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
SMG’s CEO Desmond on Business Success: “Be Humble and Listen”

Riding the crest of a wave is a pretty good feeling. But the bigger lessons can come from falling off and hitting the bottom. Many a business guru is fond of the ironic value of failure. That’s a notion that the boss of one of the biggest ad groups subscribes to, too. “I’ve always learned ...

image
Xaxis’ Lesser Followed The Paternal Path To Change Advertising

Why did you get in to advertising? For Brian Lesser, it was because his dad showed him the ropes. Now Lesser runs WPP-owned Xaxis, one of the technology companies helping make advertising more targeted and more relevant. “When I was a kid, my father ran advertising agencies … I always liked the ...

519025316_c_648_367
From Mississippi Teenage DJ to Media Mogul, the Amazing Journey of Bob Pittman

Now the chairman and CEO of iHeartMedia, Inc., Bob Pittman got his start in the media business as a 15-year-old disc jockey in Mississippi, where he grew up. Motivated to earn money so he could take airplane flying lessons, he first applied to the local men’s clothing store and then tried to get a job ...

image
Privacy Concerns Slowing Ad Targeting In Europe: Furious Corp’s Swartz

Through the eyes of a US marketing exec, Europeans are, notoriously, relatively more concerned about how ad targeting might impinge on their personal data. A recent report from Belgium’s data protection agency claimed Facebook tracks computers of users without their consent, whether they are logged in ...

image
Research: Digital Video Growing On Live, Long-Form Demand

The old adage used to be that digital video had to be short, that viewers wouldn’t sit and watch it in long sessions. That may have been true on the desktop – but video ad tech company FreeWheel’s latest quarterly market report shows new devices are now driving online video ever more ...

image
Advertisers Lagging Consumers On Mobile: IPG’s Johnson

The data continues to point to a disconnect – consumers have flocked to consume content and engage socially using mobile devices, over desktop alternatives. So why have advertisers still not piled in to mobile at the same rate? “It’s sometimes an afterthought,” IPG Mediabrands global ...

image
IPG Chairman Emeritus David Bell: “An Igniter of People’s Talents”

Interpublic Group’s chairman emeritus David Bell grew up expecting to become a litigator, but when he decided at the last minute not to go to law school and turned his sights to advertising, he got lucky with admission to Leo Burnett’s training program. “I was the only one of 19 that didn’t have an ...

Irwin Gotlieb
The Thrill of the Media Biz Past, Present and Future: an Interview with Irwin Gotlieb

In Irwin Gotlieb’s view, what should make the ad industry exciting to young people is the variety of skills they’ll get to learn and clients they’ll get to serve. “If someone were to watch me in any given day, I still read scripts for television shows, I still make calls on development, and yet in ...

image
Creative Directors Are Warming Up to Data: Annalect’s Matts

Some creatives have continued to view data as an intrusion that undermines their work by valuing algorithms over instincts, but that may be starting to change. One development that creatives are excited about is the availability of programmatic technology that allows them to show hundreds of different ...

image
AdTech’s Torrid M&A Pace Powered by New Buyers, LUMA’s Kawaja

Through January to October 2014, the total value of ad tech deals totalled $3.8 billion, according to a report from investment bank Coady Diemar Partners at the time. And things are about to get bigger. Terence Kawaja, founder and CEO of media M&A advisory LUMA Partners, says his firm is advising on ...

image
AppNexus Replays Video Ambitions, Starting This Summer

It’s four years since ad tech company AppNexus first tried helping advertisers tackle targeted ad buying on digital video, an attempt it later aborted. But now the New York-based outfit is ready to reboot its video plan. AppNexus CEO Brian O’Kelley, in this video interview with Beet.TV, says: ...

image
TV-Synced Digital Ads Next Best To Addressable TV: IPG’s Stoller

We may not yet have reached the point at which so-called “addressable TV”, the ability to target individual connected televisions with unique advertising, is mass-market – but we have reached a close second, thanks to a combination of dumb TVs and smart devices. “Everyone would like ...

loader