New In-Article Format Injects Video Ads Within Editorial Content, Providing French Advertisers with a High-Performance Video Solution and Publishers with New Opportunity to Monetise Traffic from Search and Social
PARIS – March 3, 2016 – Video ad tech company Unruly today introduces a viewable outstream format across the French market which creates new premium video ad inventory within article pages.
Unruly In-Article only begins to play when the video is in-view, solving viewability concerns for French advertisers, and can be closed and shared by viewers, giving users control of the viewing experience.
Unruly will sell the format on a cost-per-completed-view (CPCV) basis, charging advertisers after the video has been viewed for 30 seconds, providing confidence that ads are being watched through completion across Unruly’s potential global audience of 1.35 billion consumers.
Unruly is launching its In-Article format – viewed as the least intrusive ad format by consumers, according to recent research by the Washington Post – across a number of French titles, and will also be made available to other premium publishers via Unruly’s supply side platform, UnrulyX™.
“Online video is the fastest-growing category of ad spend and now even publishers who don’t yet have original video content on their site can capitalize on this growth,” said Unruly Country Manager, France, Gilles Douieb.
“For consumers, it offers a non-interruptive viewer experience and for advertisers it delivers strong uplifts in metrics such as brand trust, likeability and purchase intent. At a time when trust in brands is at an all-time low and use of ad blockers is at an all-time high, outstream video ads have the potential to raise the bar on consumer experience and transform the ad economy for the better.”
As shown by the rise in consumer ad blocking, online viewers are increasingly demanding to be in control of their advertising experiences. According to Unruly’s Future Video Survey, which surveyed 3,200 consumers worldwide, 63% of French consumers are annoyed when they are forced to watch ads, while 53% say they want to be in control of their advertising experiences.
With polite page loading and options for the viewer to close, share and initiate sound on the player, Unruly’s In-Article format permits publishers and advertisers alike to ensure they are delivering ads in a social – not anti-social – environment, one which gives users control of their ad viewing experience.
This is the fourth video format from the video ad tech company. Unruly’s other formats are:
- Unruly In-Stream™: a skippable pre-roll format, which puts the viewer in control and gives advertisers cost-efficient reach at speed and scale;
- Unruly In-Feed™: the first ad format to deliver native video ads at scale across mobile newsfeeds;
- Unruly In-Page™: A click-to-play, user-initiated format which maximizes viewer engagement.
- Unruly Complete™: a fully flexible blend of Unruly’s ad formats, sold on a CPCV model and optimised against specific campaign goals and KPIs.
UNRULY, UNRULY IN-STREAM, UNRULY COMPLETE, UNRULY IN-FEED, UNRULY IN-PAGE, UNRULY IN-ARTICLE and logos and associated marks are trademarks of Unruly Group. Other marks are owned by their respective owners.
Unruly (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) 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 in September 2015.