HOW BIG CAN IT GET?
CRACKING THE CODE
ON SOCIAL VIDEO MARKETING
BIG GROWTH!
2
UNRULY OVERVIEW
• Cloud-based marketing services
driven by big data
• #1 in Europe
• At the intersect of onl...
BIG SHARING!
Source: Unruly Viral Video Chart
Ads make up 25% of all video views
WORLDWIDE SOCIAL MEDIA AD SPEND
+ WORLDWIDE ONLINE VIDEO AD SPEND
4
Source: eMarketer, PwC, BIA / Kelsey, Wall Street esti...
IN THIS NEW PARADIGM CAPTURING ATTENTION & PROVING ROI ARE NEW FRONTIERS
THE SPEED AND UNCERTAINTY OF SOCIAL CHALLENGES MA...
SOCIAL VIDEO MARKETING WORKS WITH THE NEW PARADIGM
6
• Content that people enjoy & share
• Delivered in native ad formats
...
OUTSTANDING PERFORMANCE METRICS
7
• Viral views slash media costs
• 50-100% brand uplift vs pre-roll
• 5–20x response rate...
8
Identify Trending
Content
Benchmark Against
Competitors
Predict & Improve
Content Shareability
Engage
Super-Sharers
with...
9
• Cloud-based dashboard
• Social discovery engine
• Real-time benchmarking
ANALYTICS OVERVIEW
2,000 pre-loaded brands
50...
Shhh...Secret Sauce: Proprietary
algorithm and unique video sharing
database of 365 billion video views
UNRULY SHARERANKTM...
Brands use Activate to maximize earned media
• Make videos ubiquitous & shareable
• Maximize social spread and viral views...
• Q1 2011 sales increased by 13.3%
• 95% of viewers reached online did not
view the ad on TV
• 107% increase in body wash ...
13
WHAT’S NEXT?
Unruly - NOAH13 London
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Unruly - NOAH13 London

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Cracking the Code on Social Video Marketing - Presentation by Lucy Greggains, CFO of Unruly at the NOAH 2013 Conference in London, Old Billingsgate on the 13th of November 2013.

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Unruly - NOAH13 London

  1. 1. HOW BIG CAN IT GET? CRACKING THE CODE ON SOCIAL VIDEO MARKETING
  2. 2. BIG GROWTH! 2 UNRULY OVERVIEW • Cloud-based marketing services driven by big data • #1 in Europe • At the intersect of online video, social & mobile • Run over 3,000 campaigns for 60% of the Ad Age 100 • Global reach now 1BN monthly unique users • Delivered 2.8BN video views • $25 million Series A Funding, January 2012
  3. 3. BIG SHARING! Source: Unruly Viral Video Chart Ads make up 25% of all video views
  4. 4. WORLDWIDE SOCIAL MEDIA AD SPEND + WORLDWIDE ONLINE VIDEO AD SPEND 4 Source: eMarketer, PwC, BIA / Kelsey, Wall Street estimates CAGR $7.3 $9.5 $11.9 $14.5 $3.8 $5.1 $6.6 $8.4 $11.1 $14.6 $18.5 $22.9 $0.0 $5.0 $10.0 $15.0 $20.0 $25.0 2012 2013 2014 2015 WORLDWIDE SOCIAL MEDIA AD SPEND WORLDWIDE ONLINE VIDEO AD SPEND BIG SPEND! 30% 26% 27% $BN Y-o-Y % Total Growth 32% 27% 24% Market Size excluding FB, TWTR & YT $2.9 $3.6 $4.7 $6.0
  5. 5. IN THIS NEW PARADIGM CAPTURING ATTENTION & PROVING ROI ARE NEW FRONTIERS THE SPEED AND UNCERTAINTY OF SOCIAL CHALLENGES MARKETERS TRADITIONAL FORMS OF BRAND ADVERTISING BECOMING LESS EFFECTIVE CLIENT CHALLENGES • Shareability is critical • Succeed or fail in hours • Then do it again tomorrow • Fragmenting audiences • Avoiding ads • Engagement rates have nose-dived 5
  6. 6. SOCIAL VIDEO MARKETING WORKS WITH THE NEW PARADIGM 6 • Content that people enjoy & share • Delivered in native ad formats • & works on mobile too In-game In-feed In-post ADVERTISING AS CONTENT
  7. 7. OUTSTANDING PERFORMANCE METRICS 7 • Viral views slash media costs • 50-100% brand uplift vs pre-roll • 5–20x response rates vs display SOCIAL VIDEO PERFORMS Display Pre-Roll Native Native Mobile DISPLAY PRE-ROLL SOCIAL VIDEO 13.6% CTR 5.5% CTR DESKTOP MOBILE 2.0% CTR 0.1% CTR BRAND FAVORABILITY STUDY - NIELSEN
  8. 8. 8 Identify Trending Content Benchmark Against Competitors Predict & Improve Content Shareability Engage Super-Sharers with Native Ad Formats THE SOLUTION
  9. 9. 9 • Cloud-based dashboard • Social discovery engine • Real-time benchmarking ANALYTICS OVERVIEW 2,000 pre-loaded brands 500MM video views per day
  10. 10. Shhh...Secret Sauce: Proprietary algorithm and unique video sharing database of 365 billion video views UNRULY SHARERANKTM ALGORITHM 10 • Brands can predict earned media before a single dollar is spent • Launched in Jan 2013 • Customer demand already strong SHARERANK OVERVIEW
  11. 11. Brands use Activate to maximize earned media • Make videos ubiquitous & shareable • Maximize social spread and viral views • Target super-sharers to slow burn-out 11 ACTIVATE OVERVIEW Maximize peak sharing Prolong burn- out phase with Unruly without Unruly
  12. 12. • Q1 2011 sales increased by 13.3% • 95% of viewers reached online did not view the ad on TV • 107% increase in body wash sales in 30 days • 300% increase in traffic to website • Dove Real Beauty Sketches is the most viewed ad of all time & third most shared ad of all time 3.16 million shares, 71.8 million views 1.7 million shares, 43.5 million views 4.2 million shares, 124 million views 12 CUSTOMER CASE STUDIES
  13. 13. 13 WHAT’S NEXT?

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