Video Ad Tech Firm Unruly Smashes $43M Revenue Mark For 2014 After Record-Breaking Fourth Quarter

26-01-2015 17-03-31

International expansion and launch of mobile video ad exchange lead to record revenues for video ad tech company

A record-breaking fourth quarter helped video ad technology company Unruly to generate over $43 million USD[1] annual revenue in 2014.

The programmatic video platform has seen a period of significant growth across the Group over the last 12 months, reporting $43m in revenue for the year ending 31 December, 2014[2]. Unruly reported $16m of revenue in Q4 2014, seeing growth of 40% from Q4 2013 to Q4 2014.

As well as the launch of new offices in Asia Pacific, 2014 saw a period of format innovation for Unruly, with its skippable pre-roll format, launched in May 2014, now accounting for 22% of total revenues. The October launch of UnrulyX™, the first supply side platform (SSP) for mobile video to guarantee viewability, has also contributed to revenue growth.

Unruly CEO and founder Scott Button said: “Our new In-Feed format, the first ad format to inject native video ads at scale into mobile news feeds, now allows advertisers and premium publishers to take advantage of the huge opportunity that mobile video offers. And as buying automation grows, we predict rapid revenue growth from UnrulyX, our mobile video ad exchange.

“As our programmatic ad technology has matured, we’ve reached an inflexion point in the business. Our rapid growth in 2014 has been entirely organic and our continuing investment in programmatic technology and proprietary data will fuel further revenue growth through the next 12 months and beyond.”

Video ad spend is expected to double between 2014 and 2018[3], continuing to fuel growth, along with the shift towards programmatic advertising, where global spend is projected to leap from $12 billion in 2013 to $32.6 billion by 2017[4].




Unruly also anticipates that more ad dollars shifting from TV to digital will fuel continuing growth. US ad spend on the Internet surpassed ad spend on broadcast television for the first time in 2013, increasing 17 per cent in 2013 to a record $42.8bn[5].

Mike Kelly, Chairman at Unruly, said:  “It’s been an incredibly exciting year for Unruly. Our strategic decision to build a full programmatic stack and to expand into Asia Pacific is already paying off and has set us up for future growth. At a macro level, digital video is growing exponentially and the way in which advertising is being bought has changed forever. 2015 will see even more momentous growth as Unruly continues to deliver wow for more advertisers looking to take full advantage of the mobile video opportunity.”

2014 saw the following milestones for the company:

  • Expansion: Unruly opened an APAC HQ in Singapore, with new office openings planned for 2015. During 2014, Unruly’s headcount increased from 140 to 190. Unruly currently has 20+ new positions being advertised across its international offices;
  • Awards: The Company received several prestigious awards during 2014. It featured in the Sunday Times’ Hiscox Tech Track 100, an annual ranking of the fastest-growing companies in the UK, was one of OnMedia’s 50 Companies to Watch in the US and was named the Next Big Thing at GroupM’s annual APAC Awards last month. The company was also named one of the The Sunday Times’ Best Companies to Work For.
  • New products launched in 2014:
  • UnrulyX™, the first programmatic media trading platform to guarantee the viewability of premium video impressions bought via RTB;
  • Unruly’s skippable pre-roll format, which puts the viewer in control and gives advertisers cost-efficient reach at speed and scale;
  • Unruly’s native in-feed format, the first ad format to deliver native video ads at scale across mobile newsfeeds.


UNRULY, UNRULYX and associated logos, designs and other marks are trademarks and/or registered trademarks of Unruly Group Limited in the United Kingdom, the United States of America and elsewhere. Other trademarks are owned by their respective owners.

 We are Unruly

Video ad tech company Unruly is the leading programmatic platform for social video advertising, powered by UnrulyX, the first supply side platform (SSP) for mobile video to offer scaled delivery of native ad formats and guarantee the viewability of premium video impressions bought via RTB.

With 3 out of every 4 video views now taking place outside of YouTube, 84% of Ad Age 100 brands trust Unruly’s proprietary video stack to reach and engage custom audiences at speed and scale across the Open Web.

Differentiated by a unique data set comprising 1.3 trillion video views and analyzing 116 million shares per day, Unruly algorithmically predicts content shareability and programmatically targets custom audiences across video, mobile and native ad formats, with guaranteed viewability and brand safety across mobile, tablet and desktop devices to an audience of 1.27 billion monthly unique users.

Unruly employs 190 people across 13 offices in 10 countries, with regional HQs in London, New York and Singapore. As well as a number of accolades recognizing its technical innovation and product quality (Digiday, Sunday Times, Braves),  the company has won ‘Best Companies to Work For’ (Sunday Times), ‘Best Digital Ad Ops Team’ (AOP) and has been named as the UK’s #2 Fastest Growing Tech Company (Deloitte). Its super power is unique data. Its secret weapon is passionate people on a mission to #DeliverWow.

Find out more at


[1] Unruly reports its financials in GBP. For the purpose of this release, a 1.6 FX rate has been used to convert GBP to USD.

[2] Revenues reported are for the period of 1 January, 2014 to 31 December, 2014. All statements and estimates are made based on the information available to the Company’s management as of the date of publication, but no guarantee can be made as to their validity.  These figures remain subject to audit. The Company does not undertake, and expressly disclaims, any duty to update these figures or other statements after the date of publication.

[3] EMarketer


[5] Joint report from the Internet Advertising Bureau and PwC

Activia, Samsung And Nike Top List Of Unruly’s Most Shared Social Video Brands Of 2014

03-12-2014 10-52-40

Former Winner Samsung Drops to Number 2 Spot as Activia Becomes Most Shared Brand of 2014; Unruly Hosts Second Annual Video Sharing Awards

Wednesday, December 3, 2014 — Activia has been crowned marketing technology company Unruly’s number one social video brand of 2014, thanks to its record-breaking collaboration with Shakira around the World Cup.

La La La (Brazil 2014)”- the most shared ad of all time, with more 5.8 million shares worldwide – puts the Danone company ahead of last year’s winner, Samsung (4.3 million shares), and sports giant Nike (3.8 m), in third.

Each of the top three brands capitalized on the global popularity of the 2014 World Cup by launching videos during the year’s biggest sporting event.

Activia launched “La La La” just prior to the month-long soccer championship in May, while Samsung launched multiple videos to coincide with the event, including #Galaxy11: The Training (538,262 shares) and #Galaxy11: The Beginning (404,348 shares).

Read more

Unruly Unveils The Top 20 Most Shared Ads of 2014

20-11-2014 10-14-47

Activia, Nike, John Lewis and Budweiser commercials all feature on list of most successful online video campaigns; ads created for World Cup dominate in record-breaking year  

November 20, 2014: Ads created around this year’s World Cup dominate a list of the top 20 most shared online ads of the year, released today by marketing technology company Unruly.

A fifth of this year’s Top 20 Global Social Video Ads Chart were either World Cup-themed or created by sponsors of the famous soccer spectacle, with Activia’s collaboration with Colombian pop princess Shakira for the video “La La La” claiming the number one spot.

The ad has attracted 5,819,822 shares across Facebook, Twitter and the blogosphere since its launch in May, making it not only 2014’s landslide winner ahead of 20th Century Fox’s “Devil Baby Attack” (2,153,236 shares), but also the most shared ad of all time. VW’s 2011 Super Bowl ad, “The Force” (5,278,399 shares) had previously held the record for more than three years.

Read more

17.9% Of Internet Users Account For More Than 80% Of Video Shares, Says Unruly

unruly-whitepaper-geographywhitepaper (1)

New report highlights video sharing patterns across the globe

Thursday, November 13, 2014: Almost one in five (17.9%) internet users share videos with their social networks more than once a week. That’s according to a new report published today by marketing technology company Unruly, which found that these “super-sharers” account for 82.4% of all video shares.

Unruly’s Geography of Sharing Report, which identifies key online video sharing trends from around the world, suggests that advertisers looking to drive more earned media should target these consumers.

Read more

Unruly Integrates With Casale Media’s Index Exchange To Bring Top DSPs To First Programmatic Video Platform To Transact On Viewable Impressions

Unruly’s market-leading format delivers programmatic native video

As advertisers demand transparency and control, UnrulyX is the first programmatic media trading platform able to guarantee the viewability of premium video impressions bought via RTB

NEW YORK, LONDON – October 23, 2014 - Marketing technology company Unruly today announces it has partnered with Index Exchange, a division of ad technology firm Casale Media, to access programmatic demand from leading demand side platforms and agency trading desks.

This partnership marks the launch of the UnrulyX™ programmatic media trading platform, the first to allow advertisers to buy video inventory from premium publishers via RTB on a viewable impression basis.

With comScore reporting that fewer than half of all video ads are actually seen by users and amid concerns over brand safety, view fraud and audience integrity on open exchanges, UnrulyX guarantees advertisers only pay for In-Feed views that are actually seen.  Inventory is sourced transparently from direct integrations with premium publishers, including IDG and USA TODAY Sports Media Group, and already stands at 170MM unique users globally.

Read more

1 in 3 Moviegoers Would Buy A Movie Ticket After Watching An Online Trailer Or Ad, Says New Study

Unruly Sharerank for Movies

New White Paper Shows How Disney Dominates Movies Sector Online With 26.1% Share Of Digital Buzz; Gives Key Insights on How Studios Can Use Video to Drive ROI

October 16, 2014 - A third of moviegoers claim they would buy a movie ticket after watching a trailer or ad online. That’s according to new research by marketing technology company Unruly, which also found that 28% of 1,050 web viewers surveyed said they would rent the film.

Consumers who share movie-related content are almost 6 times more likely to purchase a ticket than those who don’t.  However, the new report – called ‘The Science of Sharing: Movies’ – found the majority of online movie marketing campaigns are not being optimized for sharing across the social web.

Box office revenue in the US alone has slumped 8.8%, with a loss of over $1 billion over the past 24 months, putting increasing pressure on movie makers’ bottom line. The research, which analyzed the most shared movie promos from September 2013 to September 2014, provides actionable insights for studios looking to generate more ROI from their online marketing.

Read more

Unruly Selected by AlwaysOn as one of the OnMedia 50 Companies to Watch

Jobs at Unruly

Product Innovation and Strategic New Hires Fuel Rapid US Growth of Video Advertising Tech Firm

New York, NY, September 12, 2014Marketing technology company Unruly today announced that it has been chosen by AlwaysOn as one of the OnMedia 50 Companies to Watch in 2014.

Selected from hundreds of technology companies nominated by investors, bankers, journalists, and industry insiders, the list recognizes the game-changing approaches and technologies that are most likely to disrupt existing markets and entrenched players.

“The OnMedia 50 Companies to Watch represents a group of companies on an upward path to success, disrupting the digital media marketplace and sweeping away the establishment,” says Tony Perkins, founder and editor of AlwaysOn. “Innovation is heating up, and we predict even more growth and positive disruption coming during the next few years.”

Read more

Unruly Launches Mobile-First Native Video Ad Format With adidas


New In-Feed format exceeds IAB guidelines for viewability and allows advertisers to scale their native video distribution across the Open Web 

NEW YORK, LONDON – September 10, 2014 - adidas is the launch partner of a new in-feed ad offering from marketing technology company Unruly  that dynamically adapts to the unique look and feel of any given web page in real time across the Open Web.

Using its proprietary Liquid Layout Technology, Unruly In-Feed enables advertisers to deliver native video ads at scale across the Open Web for the first time. The new format dynamically injects sponsored videos seamlessly into any website’s content stream in a style that matches the site’s layout and design, providing an infinitely flexible, truly native experience for mobile users.

Advertisers are only charged when at least 50% of their ad is in view for 3 continuous seconds, exceeding current IAB guidelines on viewability, which recommend that a video ad is in view for 2 continuous seconds. All ad content is also fully disclosed according to IAB guidelines.

Read more

Unruly Named In The Sunday Times Hiscox Tech Track 100

Unruly has been named among the fastest-growing companies in the UK. The marketing technology company was ranked 14th on The Sunday Times Hiscox Tech Track 100 – an annual league table of 100 private tech (TMT) companies in Britain with the fastest-growing sales over the latest three years.

A list of this year’s companies was published in The Sunday Times at the weekend. To see the full list, click here.

Unruly will now meet fellow TechTrack 100 representatives at the awards dinner, which will be held at Vinopolis on Tuesday, 18 November.

Unruly CEO and co-founder Scott Button said: “I’m really proud to see Unruly appear among the growing hub of tech firms driving substantial growth in the UK.

“Unruly sits at the intersection of the fastest growing trends of online advertising – programmatic, mobile and video.

Read more

Digital Startups Call On Next Government To Bring Policy Into The 21st Century

science of sharing 2014

Over 150 startups and VCs back Coadec’s Startup Manifesto, including: King,TransferWise, SwiftKey, Lovestruck, Funding Circle, MOO, Index Ventures, Passion Capital, Seedcamp, Unruly and Accel Partners

London, 3 September - The Coalition for a Digital Economy (Coadec) today published The Startup Manifesto, setting out 24 ways the next government should make Britain a world leader in digital innovation, including:

  • Cutting taxes for entrepreneurs, including reducing National Insurance Contributions (NICs) for startups that volunteer to teach coding;
  • Retraining those made redundant by disruptive technology, rather than blocking innovation through protective regulation;
  • Opening the doors to tech talent from outside the EU by restoring the post-study work visa and allowing VCs to sponsor employees on behalf of startups;
  • Backing the UK’s lead in financial technology by creating a legal framework for Bitcoin, and digitising the identity checks required for Anti-Money Laundering procedures.

Read more