Unruly Brings Dynamic Creative Optimisation To Social Video

Proprietary social video advertising platform now gives brands unprecedented ability to improve campaign performance in real time. 

LONDON – September 6, 2012 – Unruly, the award-winning global technology platform for social video advertising, today announced that it has added dynamic creative optimisation to its Social Video Player.

This proprietary technology will dramatically increase a brand’s campaign performance by automatically selecting which video ad to display to the target audience. The selection is based on viewer behaviour and the campaign’s KPIs. It will help brands spend campaign distribution budgets in the most efficient way and allow them to change content without going back to the production phase.

When activated, the technology chooses which of the brand’s multiple videos to show based on how the content is performing against the brand’s objectives, whether it be to drive awareness, advocacy, action or attention. Powered by Unruly’s on-demand analytics and big data processing system, it provides instant feedback on consumer interactions, shares, completion rates and clickthroughs. As soon as one video is racing ahead of the others, that video is played for a higher proportion of time.

The highest performing creative is selected based on algorithms within Unruly’s MEME (Media Engagement and Measurement Engine) proprietary technology platform, which supports live updating of creative assets. The data is analysed every 10 seconds, ensuring that campaign performance is measured in real-time.

“With these new features, we can provide the insight brands need to decide which of their creatives is the highest performing. The selection of the creative is not made on gut instinct, MEME is able to very efficiently optimise views across multiple creative assets to meet campaign objectives,” explains Matthew Cooke, Co-Founder and CTO at Unruly.

“Dynamic Creative Optimisation is already hugely successful in online advertising; we’re pleased to be bringing its dramatic impact on campaign performance data to social video advertising.”

The product is currently available on an exclusive basis to select customers.