2. Unruly Social Video Lab:
The Home of Social Video Insight
Social video advertising is and finally measuring the
one of the most engaging campaign’s success via
and effective formats advanced social media
of digital marketing. analytics.
Emotionally powerful,
interactive and easy to share, Social video advertising
social video advertising can campaigns generated more
amplify conversations at than 8 billion user-initiated
speed and scale. views in 2011, a figure that
is set to double in 2012
Unruly’s Social Video Lab - (source: Unruly’s Viral Video
the only one of its kind in Chart) as more brands
the world - helps brands to invest in a format that
understand, measure and delivers engaged audiences,
increase the ROI of their authentic conversations and
social video ad campaigns earned media. The social
based on customised and video distribution model will
exclusive insight. drive greater ROI from
your paid, earned and
Our suite of research owned channels.
products and technologies
help advertisers to
formulate their entire
campaign strategy. From
providing insight into the
brand’s success to date, to
testing content for earned
media potential, through Video
1194M
shares in
to distributing the video millions
to relevant publishers,
Facebook
profiles in
millions
560M
512M
Twitter
profiles in
millions
251M
3. Science of Sharing
A recent Unruly study This is before the impact • here was a 14% increase
T
measuring the effectiveness of peer to peer sharing in the enjoyment of a
of social video advertising (or recommendation) video when that video
found that it is highly is included. Once this is was recommended, versus
effective, providing strong taken into consideration, those who had discovered
brand uplift. the benefits to brands are it by browsing
furthered. • eople who enjoyed
P
Across ten different adverts • Brand recall and brand
a video were 97%
the research revealed that: association rose 7% among more likely consider
• verage brand
A viewers who have been purchasing the product
favourability was 58% recommended a videos featured in the video than
+55% uplift vs. non-
( versus viewers who found those who didn’t
exposed control sample) it by browsing
• verage brand association
A • 73% of respondents who
was 47% viewed a recommended
+53% uplift vs. non-
( video recalled the brand
exposed control sample) when prompted versus
• verage purchase intent
A 68 % of viewers who had
was 46% browsed the video directly
+103% uplift vs. non-
(
exposed control sample)
We’re moving from a time when advertising was something to be avoided on TV
to a time when it’s something to be shared online. It’s very much a transitional
phase. Advertisers are spending more and more money on television despite
the fact that audiences are continuing to shrink. But I think what’s happening is
that television is in the process of moving from the primary medium to a support
medium. Sharing videos and other forms of messages is going to become the
primary medium in the future.
Frank Rose, Author of The Art of Immersion and journalist at Wired
Book your tailored Lab session now to:
• nalyse your success to date versus the competition
A
• uild a solid social video strategy which maps onto your marketing plan
B
• oadtest your content
R
• eveal the most effective distribution footprint for your content
R
• easure and improve the ROI of your social video campaigns
M
Strategy Video creation Video activation Analytics
4. What can we do for you: Bespoke solutions
Unruly delivers content evaluation, social video distribution
and social media analytics to Fortune 100 brands and their
agencies. We fully customise your experience based on your
specific needs throughout your campaign journey.
Step 1
Social Video Strategy
Social Video Health Check Social Video 101 Social Video Snapshot
If you are thinking about Still trying to get your We analyse the key
incorporating social video head around social video emotional triggers and
into your next campaign then advertising? Book a day’s content themes in your
start with your Unruly Social training session specifically industry that are making
Video Lab Health Check to designed for you and your videos a hit or a miss. We
compare how your videos team. It is delivered by social extract this insight, and help
are performing against your video experts so you can you create your campaign
competitors’ content. get up to speed with the strategy based on your
latest developments in the customer’s needs, your KPIs
industry, whatever your and your overall marketing
experience level. strategy.
Advertisers want to know more about what a “share” means, what a “like” means,
how many people are viewing their video, what kind of mood they’re in and how
they can do better next time. The BA ad ‘London Calling’, which features planes
going through the streets of London and across Westminster Bridge, is shareable
to me. I can put my postcode in it and see the plane going down the road where I
live. So I think making it personal means it’s more shareable. This takes us full circle
to how people are consuming the internet and sharing it. Very, very exciting times.
Guy Phillipson, Chief Executive of the Internet Advertising Bureau UK
5. Step 2
Social Video Creation
Content Workshop Emotional Intensity
If you’re in the process of Measure
creating a new video or Scientific research has
cannot decide which piece found that emotional
of content to lead with, intensity has a direct impact
then join us for a pre-testing on sharing behaviour, which
workshop. We will run drives significant uplift
creative testing on your in brand metrics, word-
content to analyse if it is of-mouth marketing and
going to engage audiences purchasing behaviour.
before you invest budget By measuring the level of
in producing the video and emotions people feel while
disseminating it online. watching an advert, we can
predict a video’s potential
shareability before it is
even launched.
In doing so, marketers can Using our emotional 88% of viewers enjoyed
produce a video that their intensity testing alongside TNT’s ad, with 60% likely
audiences really want to eye tracking, biometric to share it. The clip has a
watch and talk about with testing and facial share to view ratio of 1:9,
their peers, which enables recognition technology, with people focusing on
brands to keep audiences we can find out how your the logo for 3.99 seconds
engaged with their owned video content scored in (69% of the total duration
media channels (be they comparison to other videos it was visible).
on Facebook, proprietary in your sector or your own
websites, YouTube or videos. With our Unruly
elsewhere) as well as Social Panel, blogger and
earned media. consumer focus groups at
your fingertips, you can
discover best practice for
developing your content
marketing strategy.
What really impressed me about the Social Video Lab was the Emotional Intensity
Index, the fact that Unruly is working on technology that makes it possible to help
clients understand how to create a successful video. Everyone is trying to create
the next big video, the next big 10 million YouTube views, but it’s almost like a stab
in the dark. With all this technology and all this research being made available you
might be able to create an successful viral video that works and that’s really cool.
Helena Stone, publisher of chipchick.com
6. Step 3
Social Video Activation
Unruly’s global audience This massive audience Unruly’s audience reach
reach, as measured by is accessed through a continues to grow at
Comscore Media Metrix, is combination of the Viral pace through innovative
917 million monthly unique Video Chart and M.E.M.E partnerships with companies
users. This reach is achieved technology, which is used that enable consumers
through 14,000 media to generate the ideal to enjoy and share video
partners giving access to distribution plan to engage across the social web. We’ll
4 million properties across your target audience. In make sure your we place
multiple platforms and addition to this Unruly your content on the right
devices conducts multi-lingual platforms to get you in front
outreach with influencers of your target audience.
and bloggers in native
language, developing strong
local relationships and
building buzz on the ground
- which is how we deliver so
much earned media value.
7. Step 4
Social Video Analytics
Deep Insight Analysis across the Globe say into customer behavior. We
Marketers are struggling to they are not geared up to can measure consumer’s pre
keep up with the challenge manage ‘big data’. We’re and post viewing behaviour,
of extracting meaningful committed to solving this including metrics, such as
analytics from the ‘big data’ problem. Our real-time impact on brand uplift,
deluge which they face analytics cut through data sentiment and purchase
across multiple channels rapidly and structures it, intent.
today and 70% of CMOs providing strategic insight
We’re building a predictive model to help clients harness the explosion in social
video. Sharing content across the web has risen over 200% in the last 12 months
and has tremendous benefits across all brand metrics, from positive uplift to
purchasing behaviour.
The Lab is the premier facility for clients wanting to make their content fit
for sharing. This combined with the vast proprietary data we own on the
performance of past campaigns will help clients transform the ROI of their
social video campaigns.
Dan Best, Director of Planning at Unruly
Peer to Peer Networking
Engage with your peers at our exclusive networking events, gain access to our latest research
from the lab and discuss the findings with like-minded people in the industry. Find out how
others are using great social content and how it translates across multiple territories.
Lab Report
Share of Voice All Time Shares Shares Year to Date All Time Technology All Time Social Video
Brand one 18,6% 83%
Most Shared: Google's Project Glass One Day Most Shared: Volkswagen's The Force
Brand two 3,7% 0,1%
Brand three 52,5% 7,4%
1,004,048 Shares 5,547,018 Shares
Brand four 25,2% 9,4%
Action Attention Advocacy Awareness
Benchmark
Click Through Rate Completion Rate Replay rate Interaction Rate Shares Share/View
Average in Telecommunications 7,99% 62,90% 2,93% 12,57% 146,850 1:130
Brand one campaign 6,40% 46,53% 0.02 9,34% 448 1:5857
SVL Emotional Intensity Score Funny' Sexy' Cool' Cute' Moving' Important' Shocking' Controversial' Random' Inspirational' Unruly Social Index Score
Highest Score (Dramatic Surprise) 7.8 4.0 7.2 4.1 6.0 4.6 4.0 5.3 6.9 3.1 8.1
Overall Average 4.3 3.1 5.5 3.6 3.0 4.1 3.7 3.0 4.4 3.3 5.2
Brand one campaign 6.0 4.8 4.9 3.8 2.3 3.3 1.6 2.1 3.3 2.8 4.9
Bloggers Consumers
I prefer to share things that feel integrated: that
Focus Group integrate with my message to my readers, and with the As much as I might want to share a piece of content, I'm not going to leave my social bubble
feel of the site. I like a brand to be flexible, for that to find it. It has to come to where I share content in the first place; then I'll watch it and pass
integration to happen it on
The client overall has performed strongly within the VVC this year due to Olympics/Hola content. In the MEME benchmarking it is the share-to-view
8. Find out more
insight@unrulymedia.com
The Technology Behind The Lab
The Unruly Viral Video Chart Unruly’s proprietary Media The technology in the Social
(VVC) has been the definitive Engagement Measurement Video Lab blends the data
source for video sharing data Engine (MEME™) is the most from these our own in-
around the globe since 2006. powerful and established house technologies to give
It has gathered the largest social video distribution you access to the deepest
historical data set of sharing and tracking technology analytics in the industry. Our
behaviour on the social web, platform in the industry. dedicated research team
measuring share of voice and Unruly has delivered, tracked distills this data to present
campaign effectiveness. and audited 1.65 billion you with the insight you
video views via MEME, across need to make your marketing
2,000+ successful social decisions. Understanding the
video campaigns since 2007. science behind sharing gets
you the best results for your
investment.
About Unruly
Founded in 2006 and with Using our proprietary brands since 2007. Milestone
offices in New York, San technology platform, MEME campaigns include T-Mobile’s
Francisco, Chicago, Detroit, (Media Engagement and Life’s for Sharing series,
Los Angeles, London, Berlin, Measurement Engine), we Evian’s global Roller Babies
Paris, Amsterdam, Stockholm have delivered, tracked hit, Old Spice’s “Man Your
and Sydney, Unruly is the and audited 1.65 billion Man Could Smell Like”
global platform for social video views, across 2,000+ campaign and Coca-Cola’s
video advertising. successful social video Happiness series.
campaigns, for over 400
Awards
Winner Best Content Winner Digital Winner Fastest
Distribution Service Innovator of the Year Growing Companies
in Europe, Ranked #18
