Unruly Launches Outstream Video Format Across German Ad Market
In-Article Format Injects Video Ads Within Editorial Content, Maximising Attention for German Advertisers and Providing Publishers with Opportunity to Increase Video Inventory. German Advertisers Can Also Reach Viewers Most Likely To Emotionally Connect Through UCA Targeting.
HAMBURG – March 3, 2016 – Video ad tech company Unruly today introduces a viewable outstream format 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 German 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 German audience of 52 million consumers, 94% of the total German audience online.
Unruly’s German MD Martin Draeger said: “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.
“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.”
German marketers will also be able to use the format to target the people most likely to engage emotionally with specific video creatives on the immersive outstream format.
It means advertisers using Unruly In-Article will now benefit from the significant uplifts in campaign performance that Unruly has seen when using the company’s emotional targeting capability, Unruly Custom Audiences™. These include an average 15% increase in completion rates and increases of up to 155% in brand favorability and 85% in purchase intent. In fact, according to recent research from Nielsen, ads with above average emotional resonance deliver a 23% uplift in sales.
Draeger added: “By using emotional targeting across Unruly’s In-Article format, advertisers will have the power to pinpoint the most receptive segment of their audiences, across trusted, premium sites, via ad formats that engage rather than enrage consumers.”
Unruly Custom Audiences predicts the viewers most likely to have an emotional connection to a particular video ad using data from the video ad tech company’s predictive algorithm, Unruly ShareRank™ – created using 2 trillion tracked views and over 450,000 consumer data points.
As well as being able to able to target viewers most likely to engage with their ad content, Unruly Custom Audiences also allows marketers to optimize their video player functionality to ensure the campaign maximizes brand recall and earned media.
Unruly is launching its In-Article format across a number of titles and will also be made available to other premium publishers via Unruly’s supply side platform, UnrulyX™.
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, 55% of viewers in Germany are annoyed when they are forced to watch ads, 82% admit they put video ads on mute, while 56% say want to be in control of 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.