Posts tagged with Unruly

Celebrities add nothing to online shares: report

Just in case you’re tempted to spend your entire advertising budget on hiring the biggest star names possible for your campaign – Timberlake, Tatum, Titchmarsh – think again. It’s probably a waste of money.

According to Unruly’s latest study, celebrities alone do not drive online ad sharing. 

Went it comes to major televised events, such as the Super Bowl where advertising space is hotly contested, the indication of success is no longer viewing figures. It’s online shares.

Shares prove that a viewer has responded positively with an advert rather than passively catching it in the corner of their eye as they reach for more nacho cheese.

This year in particular saw very few viewers citing celebrities as a key driver of why they would share an ad, despite celebrities being out in force during Super Bowl 2014.

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Branded video shares drop by almost 25% in Q1 2014

A lacklustre performance by advertisers at this year’s Super Bowl (29% year-over-year decrease) saw shares drop 24.2% from the previous quarter.

The average share rate (the percentage of people watching an ad who also shared it) dropped from 2.9% last quarter to 2.6%.

This is the first time that online shares of advertisements aired during the Super Bowl have decreased year-on-year.

These figures come from the latest Unruly Social Video Report, which analyses current social video advertising trends over the last three months.

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budweiser puppy ad

The 10 most shared ads of Super Bowl 2014 are…

Scroll down to see the entire list, but first, here are the major stats.

According to Unruly’s Viral Video Chart, Budweiser’s ‘Puppy Love’ was the most shared ad of Super Bowl XLVIII with close to 1.4m shares so far. This makes it the sixth most shared Super Bowl ad of all time… so far.

The Anheuser–Busch InBev brand also took the second spot and has finally eclipsed Volkswagen as the most shared brand of all time. Although Volkswagen’s Star Wars themed ‘The Force’ still sits at number one in the top 20 most shared Super Bowl ads of all time chart.

This is the second year running that Budweiser has topped the table. Last year’s ‘Brotherhood' advert is currently the third most shared Super Bowl ad of all time, with 2.8m shares. 1.5m of which it achieved by Super Bowl Monday.

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Jean claude van damme splits

Top 20 most shared video ads of 2013

It’s late November, so we’re comfortably past the point where people are no longer agitated that ‘best of the year’ lists are starting to appear already.

In fact I’ve already got my 'Best Korean Pop Albums' and 'Favourite Men’s Health Straplines (abs category)' lists all lined up and ready to go. In a listicle heavy year, this Winter will be the ultimate in year-end countdown meltdown, or Listageddon as I’m pushing for the late November period to be renamed.

Hot off the presses today (I'm sure there's a more up-to-date cliche then that) and towering above the rest is Unruly with its Top 20 most shared ads of 2013.

This one’s good because it’s based on fact, not the opinion of some feckless pundit.

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mobile video

Engagement with mobile video is three times higher than desktop: stats

The use and efficacy of mobile video has been steadily increasing over the past few years thanks largely to improvements in mobile technology and increased smartphone ownership.

And new research suggests that mobile video is actually more effective than desktop in terms of clicks throughs, after the average CTR for smartphone and tablet campaigns tripled in the past 12 months.

In fact, online video viewers are almost three times more likely to click through to a brand’s website from their smartphone than their laptop or desktop computer.

Using data from more than 3,000 branded campaigns, Unruly found that the average CTR for mobile is 13.64% compared to 5.45% on desktop.

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budweiser brotherhood

The science of sharing videos: marshalling the subjective

As we've just had Social Media Week, I’ve been thinking about the unnatural relationship between the commercial considerations of brands and the social motivations of their customers.

If we admit it’s ludicrous to create a formula for making friends in the real world, then it’s also difficult to preach to brands on a definitive way to engage fans online. That’s because social media to a lot of people is considered respite from advertising.

The only way to advertise is to make sure your content is engaging enough to be considered not content. If you can do that, your adverts will be shared, my son.

With 100 hours of content uploaded to YouTube every minute, your brand has to understand the alchemy of boredom. Thankfully, Unruly Media has been taking steps to bring some sanity to sharing.

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Entertainment and FMCG ads dominate social shares in Q1

Entertainment and FMCG brands dominated social video advertising in Q1, accounting for more than half (54%) of the total online ad shares.

Tech brands also performed well with 17% of total shares, but it proved to be a disappointing start to the year for the automotive sector (9%).

The data comes from the Unruly Analytics dashboard, which has tracked more than 329 billion video views across the social web.

FMCG video ad shares actually increased by a massive 78% compared to Q4 2012, attracting a quarter (25%) of the total online video shares in Q1 2013. Only the entertainment sector attracted more shares (29%).

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Can an algorithm predict the success of video ads?

A new algorithmic tool aims to predict the amount of earned media video ads are likely to attract before they are launched. 

Unruly Media's ShareRank tool aims to provide advertisers with insight into the psychological, social and content triggers which influence success, and to allow them to do this before they spend any money on ads. 

Unruly's Head of Business Development, Cat Jones, has been working on ShareRank for the past six months. I've been asking her about the tool. 

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Volkswagen accounts for 25% of car ads shared online

Producing content that consumers want to share is the holy grail for video marketers, as not only is it an endorsement of your ad but it means that person’s friends are also likely to view the video.

And within the automotive industry, nobody produces shareable content quite like Volkswagen.

A new report from Unruly found that the German carmaker accounted for a quarter of all automotive video shares from June 2011 to June 2012, followed by Kia (21.6%) and Chevrolet (15.3%).

The data, which is sourced from the Viral Video Chart of 12,867 autos videos, also shows that VW’s Super Bowl ad The Force is the most shared ad of all time, with more than 5.5m shares and 62.5m views.

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Unruly study sees brand recall improve with social video recommendations

Social video platform Unruly has today released findings that suggest viewers are far more likely to recall a brand name and engage with an ad’s message if a brand-led video has been recommended to them.

Carried out by Decipher Research, the study spoke to 976 18-34 year olds online, discovering that brand recall and association rose 7% among viewers who had been recommended the videos versus viewers that found them by browsing.

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Unruly scores $25m funding as online video gains pace

Social video company Unruly has today announced a $25m round of funding as global online ad spend is set to reach $110bn by 2014 - and online video is predicted to be the fastest growing category within this.

Across the industry, social video campaigns generated 2.7bn views throughout 2010, more than 8bn in 2011 and this is predicted to grow to 20bn for 2012.

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