What is the Content Stack & Why Is It the Next Big Thing in Ad Land? - Workshop by Scott Button, Co-Founder & CEO of Unruly at the NOAH 2015 Conference in Berlin, Tempodrom on the 9th of June 2015.

1. WHAT IS THE CONTENT STACK?
WHY IS IT THE NEXT BIG THING?

2. OUR MISSION:
TO DELIVER THE MOST AWESOME SOCIAL
VIDEO CAMPAIGNS ON THE PLANET!
High growth video ad tech
company, #1 in Europe 200 people across 15
offices in 12 countries
Run over 14,000 campaigns
for 84% of ad age 100 brands
Global reach 1.36bn
monthly unique usersUnique data set of 2.0
trillion views

3. THE CONTENT STACK + AD TECH STACK
RESEARCH,
STRATEGY &
IDEATION CONTENT
PRODUCTION
TESTING
FORMATS
META-
CREATIVE

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Favorability Advocacy
Recall Purchase Intent
EMOTIONS IMPROVE ALL KEY BRAND METRICS!
WHY EMOTIONS MATTER

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Source: Unruly ShareRank data 2014
EMOTION DRIVES REPEAT VIEWING
Intent to Re-Watch

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Source: Unruly ShareRank data 2014
EMOTION DRIVES WORD-OF-MOUTH
Intent to Discuss

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Source: Unruly ShareRank data 2014
EMOTION DRIVES SEARCH
Intent to Find Out More

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Source: Unruly ShareRank data 2014
& EMOTION DRIVES SALES
Purchase Intent

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Source: Binet & Field, Institute of Practitioners in Marketing, 2008, Marketing in the Era of Accountability;
Binet & Field, Institute of Practitioners in Marketing, 2013, The Long and the Short of It
EMOTIONAL ADS DRIVE BUSINESS RESULTS
EMOTIONAL AD STRATEGIES MORE EFFECTIVE
THAN RATIONAL AND COMBINED AD STRATEGIES
Percentage reporting very
large business effects
16%
26%
31%
Rational
Ad Strategy
Combined Emotional
Ad Strategy
“Emotional
campaigns are more
effective & more
profitable than
rational campaigns –
even in ‘rational’
categories…”
23% 23%
43%
Rational
Ad Strategy
Combined Emotional
Ad Strategy
Percentage reporting
Very large profit gains
(campaigns lasting 3+ years)
“The longer the
time frame, the
more emotions
drive profit”

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DISCOVER & TARGET THE MOST EMOTIONAL PEOPLE
UNRULY CUSTOM AUDIENCES

11. Title position here
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WHO ARE THEY? EMOTIONAL TRACE WHAT DO THEY FEEL?
WHAT DO THEY DO? BRAND LOYALTY WHAT DO THEY CARE ABOUT?
Emotion: Emotional
Sociographic
AUDIENCE OPTIMIZATION
FOR ENGAGEMENT
Net Promoter Score (NPS)
is a customer loyalty
metric. A positive NPS
shows more brand
promoters than detractors.
• F30-44
• Married or engaged
• Homeowner
• Have children aged 5-15
• Like to go shopping
• Interest in fashion
• Interest in food
• Use tablets & mobiles
Warmth

13. In-Page Player
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Annotation Sharing buttons
Emotional Trace Sharing Platforms (%)
Emotion:
PLAYER OPTIMIZATION FOR SHARING
Warmth
• Introduce Custom Annotation at 3 seconds, stating 'Brighten someone's day - share now!’
• Map the highest peak of emotion as the thumbnail for your video
• Customise your sharing options by including Facebook, Twitter and Email within the Unruly Player

14. Title position here
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WHO ARE THEY? EMOTIONAL TRACE WHAT DO THEY FEEL?
WHAT DO THEY DO? BRAND LOYALTY WHAT DO THEY CARE ABOUT?
Emotion: Emotional
Sociographic
AUDIENCE OPTIMIZATION
FOR ENGAGEMENT
Net Promoter Score (NPS)
is a customer loyalty
metric. A positive NPS
shows more brand
promoters than detractors.
• F18-39
• Single
• Income £25-60k
• Moviegoers
• Use laptops & tablets
• Use Chrome
Inspiration

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Annotation Sharing buttons
Emotional Trace Sharing Platforms (%)
Emotion:
PLAYER OPTIMIZATION FOR SHARING
Inspiration
• Introduce Custom Annotation at the emotion peak (3:03), stating ‘Inspired? Share now!’
• Map the highest peak of emotion as the thumbnail for your video
• Customise your sharing options by including Facebook, Twitter and Email within the Unruly Player

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CUSTOM AUDIENCE:
75% UPLIFT IN PURCHASE INTENT
CANDY BAR CASE STUDY
Data source: Unruly Activate and Unruly ShareRank data 2015
+89%
+75%
Views Delivered
Unruly Custom
Audience: 38,546
Advertiser Target:
365,356
Increase in
Brand
Promoters
36%
Increase in
Brand
Promoters
68%
Advertiser
Target
Unruly
Custom Audience
Intended to
Purchase
36%
Intended to
Purchase
63%
Advertiser
Target
Unruly
Custom Audience

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Increase in
Brand
Promoters
18%
Increase in
Brand
Promoters
46%
Intended to
Purchase
33%
Intended to
Purchase
61%
CUSTOM AUDIENCE:
85% UPLIFT IN PURCHASE INTENT
PERSONAL CARE CASE STUDY
Data source: Unruly Activate and Unruly ShareRank data 2015
+155% +85%
Views Delivered
Unruly Custom
Audience: 20,441
Advertiser Target:
344,126
Advertiser
Target
Unruly
Custom Audience
Advertiser
Target
Unruly
Custom Audience

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Increase in
Brand
Promoters
14%
Increase in
Brand
Promoters
36%
Intended to
Purchase
27%
Intended to
Purchase
60%
CUSTOM AUDIENCE:
96% UPLIFT IN PURCHASE INTENT
APPAREL CASE STUDY
Data source: Unruly Activate and Unruly ShareRank data 2015
+157% +96%
Views Delivered
Advertiser
Target
Unruly
Custom Audience
Advertiser
Target
Unruly
Custom Audience
Unruly
Custom
Audience:
45,246
Advertiser
Target:
37,037

20. UNRULY BRIDGES CONTENT & AD STACKS
RESEARCH,
STRATEGY &
IDEATION CONTENT
PRODUCTION
TESTING
FORMATS
META-
CREATIVE