Unruly / News / Unruly And Emotive Announce Strategic Partnership To Increase Video Shareability For Brands

Unruly And Emotive Announce Strategic Partnership To Increase Video Shareability For Brands

SYDNEY – FRIDAY, 18 DECEMBER, 2015 – Video ad tech company Unruly and content marketing business Emotive have partnered to help increase the shareability and impact of social video ads in Australia.

To launch the partnership, Emotive tested the recently released Ricky Gervais ads for Optus using algorithmic tool Unruly ShareRank™ to predict the emotional impact of the ads ahead of launch.  The Unruly ShareRank algorithm, which predicts how shareable an ad is before it is distributed, has been trained by combining 2 trillion video views with more than 395,000 consumer data points.

This predictive technology was used to identify the emotional, social and behavioral triggers that the Optus Ricky Gervais video content elicits in order to inform its video strategy. It was also able to predict the levels of brand recall and purchase intent the ads were likely to generate.

Key findings included:

  • The ads evoked the emotional response ‘Amusement’ in viewers and those viewers who knew and loved Ricky Gervais found the content ‘Hilarious’. Males were more responsive to the ad than females;
  • ‘Opinion Seeking’ was a key social motivation to share the ads, likely driven by ‘Hilarity’ or ‘Surprise’.

Unruly’s Australia & New Zealand MD Lance Traore said: “As brands battle the ‘adblockalypse’, they are under more pressure than ever to create content which their audience truly enjoy and want to share.  Partnering with Emotive has meant we can best advise on how to inject emotion into their content creation and guarantee it will be consumed by the relevant audience, ensuring we engage consumers rather than frustrate them. ”

“We don’t want to leave the virality of our client’s content down to luck, which is why we partnered with Unruly to build on our own accountable social video content marketing model. Our audience-first and data-driven methodology helps advertisers like Optus to mitigate risks and maximize return for their video content via earned media, ” said Simon Joyce, CEO and Founder, Emotive.


About Unruly ShareRank

Unruly ShareRank has identified the 100+ viral variables that contribute to social video success. It is used by global brand advertisers to evaluate and optimize their content for social and digital success. The algorithm has been built using:

  • Proprietary technology: Unruly Analytics™, which tracks 5,000 brands in real time and offers 15 billion customizable data points and now stores social data from over 2 trillion video views;
  • Academic research: Advice from leading academics, particularly Dr Nelson-Field, on the key variables that drive video sharing;
  • Consumer data: Analysis of hundreds of thousands of consumer panel responses in Australia, measuring their emotional reactions and the sociographic motivations to share video content.

For more information about Unruly ShareRank, click here.

UNRULY, UNRULY SHARERANK, UNRULY ACTIVATE and logos and associated marks are trademarks of Unruly Group. Other marks are owned by their respective owners.

For any questions or interviews, please contact:

David Waterhouse / Global Head of PR / +44 020 7199 5871 / david.waterhouse@unrulygroup.com

Alison Mitchell / Marketing Director / 0418 206 298 / amitchell@emotivecontent.com



Emotive is an independent passion point content marketing business that brings a new model to the content marketing landscape. Helping marketers inject emotion into content creation, Emotive specialises in the creation of social video content and events in entertainment culture. Uniquely, Emotive is able to offer its clients a ‘right audience’ guarantee by pinpointing the ideal consumer for the content, wherever they may be. Adding to Emotive’s innovative amplification model is a partnership with APN News & Media, which includes ARN and Adshel, giving Emotive special access to a huge weekly audience to further boost content distribution. Check out our latest work HERE. Follow Emotive on Twitter, LinkedIN, Instagram, YouTube.


Unruly is the ad tech company that gets videos watched, tracked and shared across the Open Web. Positioned at the intersect of video, social, native & mobile, Unruly uses emotional audience data and user-friendly video formats to massively increase viewer engagement, brand performance & publisher revenues.

With 3 out of every 4 video views now taking place outside of YouTube, 90% of Ad Age 100 brands have already used Unruly to connect with audiences at speed and scale across the Open Web.

Differentiated by a unique data set of 2 trillion video views and powered by a full tech stack, Unruly adds value by algorithmically evaluating content shareability and programmatically targeting custom audiences. Viewability is 100% guaranteed to an audience of 1.35 billion monthly unique users across mobile, tablet and desktop devices.

UnrulyX is 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.

Unruly employs 200 people across 15 offices, with regional HQs in London, New York and Singapore.

Its super power is emotional ad tech. Its secret weapon is passionate people on a mission to #DeliverWow. Unruly was acquired by News Corp  (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) in September 2015.