Steve Sottile recently joined the Unruly US team as SVP Sales. Based in New York, Steve will head up Unruly’s sales efforts across North America.
Steve has a strong track record of building relationships with key brand advertisers in one of the most competitive markets in the world.
He joins Unruly from Mode Media – a top 10 digital media property and the largest premium video and content platform for independent creators.
We sat down to learn more about his vision for Unruly, and his thoughts on its growth for opportunity within the US market.
Can you tell us about your role at Unruly?
My role at Unruly is to head up the US sales efforts and to ensure we have a strong leadership team in place to drive US revenue and continue to raise the profile of Unruly among the agency and client communities.
What drew you to Unruly?
In a fiercely competitive marketplace, Unruly possesses the staying power to “win big,” by sitting at the unique intersection of actionable consumer insights and scalable video distribution via our unrivaled technology platform. The acquisition by News Corp “closed the loop,” enabling us to go-to-market with premium owned-and-operated inventory and the ability for brands to activate on the platform via direct “white glove service,” or in an automated environment. To me, and many advertisers alike, this is the formula for success.
What would you like to see more of in the industry? What would you like to see less of?
A more focused and unified commitment to delivering the best online advertising experiences for both brands and consumers. Unruly is leading the charge when it comes to online video and our results, despite the increased “noise” and rising tide of ad-blocking, speak for themselves.
What I would like to see less of is decisions being made on behalf of clients, solely based on margin goals and savings, rather than actually making the right decision that’s best for the brand, its objectives and their consumer.
How do you see digital advertising in general shifting in the next 5-10 years?
The ultimate goal of both buyers and sellers, is to have as much of the process be automated as possible. As a result, I see the industry aggressively shifting toward programmatic buying.
With the focused efforts to refine our programmatic offerings combined with the influx of talent and expertise, including new VPs of Programmatic in both the US and APAC, Unruly is at the forefront of this transition and is poised to succeed.
Why should our competitors be scared?
Right now, Unruly’s product suite has never been stronger! Our ability to deliver a smarter video view for brands, via proprietary emotional data and distribution at scale across premium owned and operated inventory, is unrivalled in the marketplace.
Couple that with the fact that right now in the US, Unruly has the most kick-ass sales team it’s ever had, and you’ve got the perfect formula to get competitors “shaking in their boots.”
What makes you Unruly?
The combination of my drive and passion for sales and championing the business that I represent, combined with my desire and ability to have fun while doing so.
What’s your favorite social video?