Partnership helps advertisers keep up with demand to create and distribute content 365 days a year.
March 18, 2014 – Advertisers will now be able to produce, distribute and measure end-to-end social campaigns across the web thanks to a new global partnership between marketing technology platform Unruly and eYeka, the leading crowdsourcing community.
Marketers are struggling to deliver the high volume of branded social content that social channels demand. According to the 2013 Chief Marketer Social Media Survey, 37% of marketers feel that creating social media content is too time-consuming, while 13% don’t know what content to create and 29% feel that there is never enough fresh content.
The new partnership between video specialists Unruly and crowdsourcing platform eYeka will help ROI-driven marketers keep up with the ever-increasing demand to create and distribute content.
· High quality, scalable and cost-effective content production through crowdsourcing: Traditional content production solutions were designed to produce a great piece of creative work every six months at high cost. Crowdsourcing content with eYeka’s creative community typically delivers 20 pieces of brand-inspired, story-rich, genuine content, with an upper range in the hundreds, at a much more affordable price. This allows a brand to sustain the conversation for the full year, especially to supplement hero campaigns;
· The ability to predict which content has the most potential to get shared: Unruly ShareRank™ is a proprietary algorithm that allows advertisers to accurately predict the ‘shareability’ of a video, before it’s even launched. This allows advertisers to maximize the impact of their content marketing strategy by calculating the amount of earned media a video is likely to attract across the social web;
· A comprehensive paid distribution strategy, with real-time tracking: Unruly Activate™ is a cloud-hosted platform for social video distribution and tracking which reaches one billion consumers worldwide and powers your entire campaign. You can also use Unruly Analytics to get instant information on the ROI of your paid and earned media.
François Pétavy, CEO of eYeka, said: “Social content is not advertising. The narrative, format, tone of voice and role of the brand needs to be completely rethought to work in an environment driven by conversations, engagement and the ability to skip your message at will. The freshness and variety of participants involved in crowdsourcing provides many such ‘digital-native’ flavours that can resonate in different local markets and are especially relevant for social activation to keep the brand ‘always-on’.
“This approach makes the economics of social content fly as most costs involved into crowdsourcing are fixed costs.”
Phil Townend, MD for Unruly APAC, said: “Even when brands have awesome content, they can’t afford to post and pray – there’s too much competition for viewer attention, not just from other brands but from friends and family in the newsfeed. This is why a scientific, data-driven approach to content creation and distribution is a must-have for brands who want repeatable, scalable success with social video.
“Together with eYeka, we can help brands create and distribute content throughout the year. From creating sugar cube Vine and Instagram teasers, to producing hero campaigns, we’ll help brands maximise their ROI.”
UNRULY, UNRULY VIRAL VIDEO CHART, UNRULY ACTIVATE, UNRULY SHARERANK, UNRULY ANALYTICS and logos and associated marks are trademarks of Unruly Group. Other marks are owned by their respective owners.
Marketing technology company Unruly is the leading global platform for social video marketing and works with top brands and their agencies to predict the emotional impact of their videos and get them watched, tracked and shared across paid, owned and earned media. We use our proprietary technology to turn target audiences into engaged viewers and engaged viewers into customers and advocates.
Our end-to-end solution cracks the code on social video sharing. Brands can predict shareability with Unruly Labs, activate the Open Web with Unruly Activate and prove social ROI with Unruly Analytics, a cloud-based dashboard providing real-time competitive benchmarks across 6 billion customizable data points.
The Unruly Viral Video Chart has tracked 424 billion video views since 2006. With an engaged audience of over a billion consumers, across the full range of mobile, tablet and second screen devices, Unruly has delivered, tracked and audited 3.85 billion video views across 3,500+ social video campaigns for over 450 brands, including Volkswagen, Dove, Coca-Cola, T-Mobile, Microsoft, Warner Bros and adidas.
We’ve worked with 60% of Interbrand’s Top 100 Best Global Brands and our mission is to deliver the most awesome social video advertising campaigns on the planet.
Founded in 2006, Unruly has 12 offices and employs over 140 people globally. In 2012, Unruly secured a $25 million Series A investment led by Amadeus, Van den Ende & Deitmers and Business Growth Fund – the largest ever for a private company in the social video space.
The company has won over 18 awards, including ‘Best Content Distribution Service’ at the Braves Awards; ‘Digital Innovator of the Year’ at the Sunday Times Hiscox Tech Track 100; ‘International Management Team of the Year’ at the BVCA Awards 2013 and #14 on the Deloitte Technology Fast 500 EMEA. Unruly is also a Tech City Future Fifty company.