Brands using Unruly can now optimise their social video campaigns by dynamically changing the content against their objectives.

While dynamic creative optimisation has been a staple in standard display advertising (nma.co.uk 25 August 2011), it’s been less broadly applied to video or social video. Unruly is betting on the technology for its clients after adding the capability to its Social Video Player platform.

The technology lets brands optimise their campaigns on the go by analysing the success of the campaign in real-time and dynamically changing between a brands creatives to show consumers the most relevant content, therefore increasing effectiveness.

In terms of data, the new tool is powered by Unruly’s on-demand analytics and data processing system, which will feedback information such as interactions and click-throughs to show how well an ad is performing. The highest performing creative is then selected using Unruly’s algorithms (within MEME – media engagement and measurement engine), a task which is performed every 10 seconds.

“Creative Dynamic Optimisation is already hugely successful in online advertising,” said Matthew Cooke, co-founder and CTO at Unruly, “With these new features, we can provide the insight brands need to decide which of their creatives is the highest performing. The selection of the creative is not made on gut instinct, MEME is able to very efficiently optimise views across multiple creative assets to meet campaign objectives.”

More to follow…