Inspiration and exhilaration key to engaging audiences in South-East Asia, say global leaders in social video marketing.
SINGAPORE, LONDON — Advertisers in South-East Asia for the first-time ever will be able to predict the virality of their video ads before they are launched, thanks to a new tool launched today by marketing technology company Unruly.
The global leaders in social video marketing first launched Unruly ShareRank™ in January 2013 to help marketers in the U.S. and UK predict the ‘shareability’ of their video content. Versions aimed at Brazilian and German markets have since been released. Unruly has now trained the algorithm specifically for countries across South-East Asia, so it can predict consumers’ emotional responses to branded video content throughout the region.
ASEAN advertisers using the predictive technology will be able to identify the psychological, social and creative triggers that drive the success of their video content in various territories across the region. More importantly, they will also know the earned media potential of their video ad before they have spent a penny on media.
Unruly’s APAC MD Phil Townend said: “When it comes to predicting video success around the world there’s no such thing as a one-size-fits-all approach. The same content can perform very differently depending on the launch market and demographic in one market (e.g. the US) versus another (e.g. Thailand).
“For this reason, regional versions of Unruly’s ShareRank algorithm are tested against target demographics, ensuring our predictions account for cultural differences.”
Unruly’s ShareRank algorithm has been trained by combining 430 billion video streams with more than 100,000 consumer data points. When adapting the algorithm for South-East Asia, Unruly found the following:
South-East Asian audiences have stronger emotional reactions to video content than the rest of the world. UK audiences have the weakest;
- Average share rates for branded videos across the world were 1.31% in 2013, but across Asia they were 2.44% (source: Unruly Activate™);
- People in South-East Asia report a higher propensity to share branded videos than audiences across Europe and North America.
- Unruly’s Product Director Cat Jones said: “Having distributed some of the best branded content in the region from the likes of Unilever, Kia and LG, we’re pleased to offer one of our most innovative technologies specifically trained for the South-East Asian market.
“What we see in South-East Asia is an audience that has a real appetite not only for watching videos, but sharing videos. Advertisers now have a product that can help them adapt their content and distribution strategies across different markets and territories.”
The move marks Unruly’s continuing investment and rapid expansion into Asian markets. It recently opened its APAC HQ in Singapore and is currently making key operational and commercial appointments.
Unruly’s social video products have been established in the region since 2008, tracking and delivering 150 campaigns across the market for companies such as Hyundai, Samsung and LG remotely from its offices in Europe and North America.
The new regional HQ, which opened on April 7, provides agencies and brand marketers in Asia with access to Unruly’s 1.17 billion potential reach.
About Unruly ShareRank
Unruly ShareRank has been developed over the last 2 years by Unruly’s team of data engineers, who have mapped 100+ variables into the algorithm to predict social video success. The algorithm has been built using:
- Technology: The Unruly Viral Video Chart™ uses proprietary social tracking technology, which has been collating video sharing data since 2006 and now stores sharing data from over 430 billion video views;
- Academic research: Collaboration with leading academics, particularly Dr Karen Nelson-Field, of the Ehrenberg-Bass Institute for Marketing Science in Australia, on the key variables that drive video sharing;
- Consumer data: Analysis of thousands of consumer panel responses in Asia, measuring their emotional and social reactions and the motivations to share video content.
With Nielsen finding that 92% of consumers trust peer recommendations (Global Trust in Advertising Survey) and research from McKinsey stating that “a high-impact recommendation from a trusted friend conveying a relevant message is up to 50 times more likely to trigger a purchase than a low recommendation”, Unruly ShareRank is a vital indicator of sales as well as word-of-mouth potential.
UNRULY, UNRULY SHARERANK, UNRULY ACTIVATE, UNRULY VIRAL VIDEO CHART 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 get their videos watched, tracked and shared across the Open Web. Our programmatic video platform reaches and engages the half of the global Internet population who are watching and sharing videos outside of YouTube.
Unruly’s end-to-end solution cracks the code on social video sharing. Advertisers can accurately and algorithmically predict earned media with Unruly ShareRank. They can engage 1.17 billion people (comScore Feb 2014) across the Open Web with Unruly Activate, the world’s biggest and most sophisticated social video distribution platform. And prove ROI with Unruly Analytics, a cloud-based dashboard providing real-time competitive benchmarks across 6 billion customizable data points.
The product set is powered by the Unruly Viral Video Chart, a unique data set covering 430 billion video views and tracking 24 million shares per day. Engaging audiences across the full range of mobile, tablet and second screen devices, Unruly Activate has delivered, tracked and audited 4.27 billion video views across 3,600+ social video campaigns for over 650 brands, including Volkswagen, Dove, Coca-Cola, T-Mobile, Microsoft, Warner Bros and adidas. We’ve worked with 65% of Ad Age Global 100 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 150 people globally. In 2012, Unruly secured a $25 million Series A investment led by Amadeus, Van den Ende & Deitmers and Business Growth Fund. The company has won 26 awards, including ‘Best Content Distribution Platform’ 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 has been selected by Tech City as a Future Fifty Company.
To find out more, visit www.unrulymedia.com.
David Waterhouse, Head of Content, Unruly
Tel: 020 7199 5871/ 07967 663647