A Quarter Of Branded Video Shares Occur Within The First Three Days Of Launch

A quarter of the average online branded video’s shares occur in the first three days of its launch. That’s according to a new research by video technology company Unruly into the lifecycle of a viral video.

The Social Diffusion Curve, which measures the average number of shares a video attracts across the social web throughout its lifetime, also found that the ‘viral peak’ of a brand’s video campaign occurs on the second day, when the average online ad will attract one in 10 of its total shares across the social web.

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Kissing – it’s just plain gross, right? Well, that’s what I thought until I saw “First Kiss”, which tops this month’s Global Ads Chart round-up.

Splitting a group of (photogenic) strangers off into pairs, the teams were asked to kiss for the first time on camera. At first bemused, then hesitant, the pairs finally accept their fate, eventually succumbing. If this sounds like a more couple-friendly version of Saw, then you’re not far off the money.

The one thing that did not cross my mind, however, while watching Tatia Pilieva’s short film was ‘what a great ad’.

Not because it’s not ‘great’ – the numbers do not lie, after all. Since it was uploaded on March 11, the video has had its own love affair with the internet, the experiment in human tenderness grossing more than 1.44 million shares across Facebook, Twitter and the blogosphere during March alone. The perfect kiss, if you will.

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Aggressive expansion planned in the region to give advertisers in the world’s fastest growing ad market full access to latest in social video technology.

17 March, 2014 —  Unruly, the global platform for social video marketing, today stepped up its expansion into Asia-Pacific by announcing it is to open a regional HQ in Singapore.

Unruly, which works with 60% of Interbrand’s Top 100 Best Global Brands to help predict the virality of their ads and get their videos shared and viewed online, is expanding its operations in Asia to provide senior marketers and agencies in the territory with greater access to the latest in social video distribution, predictive technology and cloud-based social analytics.

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ASIA-PACIFIC – Video platform Unruly has opened its Asia headquarters in Singapore and plans to expand operations to Japan, Australia and South Korea.

17 March 2014, by Byravee Iyer. Read the full article in Campaign Asia here

At present, Unruly has 12 offices including London, New York, San Francisco, Hamburg and Paris. Phil Townend, the company’s Europe, Middle East and Africa MD, will relocate to Singapore to lead the regional rollout.

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The Winter Olympics has arrived with a bang – and we’re not just talking about the jammed door US bobsleigher Johnny Quinn smashed his way through.

We are only days into the Sochi Games and we’ve already seen gold medals galore, some nasty falls and even a GB athlete winning a medal in the snow! Wonders will never cease.

But how are advertisers faring off the snow? Which ads are creating the most attention online? And, most importantly, are advertisers making the most of this huge opportunity?

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It looks like rumours of the death of prankvertising have been greatly exaggerated.

There were fears the biggest social video trend of 2013 had played its last prank; that the joke simply wasn’t funny anymore.

But you only need to look at this month’s chart to see it’s still alive and kicking – and throwing up on innocent bystanders.

That’s right. Despite the Winter Olympics being just around the corner and the dust just settling on the Super Bowl, this month’s chart is surprisingly not led by an ad from one of these two great sporting events, but an ad for a new horror movie.

“Devil Baby Attack” is the latest campaign from the dastardly minds at agency Thinkmodo – who last October scored a major viral hit with another prankvert for a horror film – “Telekinetic Surprise”.

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So, what does the future hold? 

On a birthday it’s always fun to look back, but when you’re one of the hottest video apps on the planet it’s really all about the future.

The signs certainly look promising. Much to no one’s surprise, Vine was one of the top apps downloaded on smartphones in 2013. In fact, last year saw a host of video-based social media apps scrapping for recognition in a rapidly-growing marketplace, with new players, including ephemeral content apps Snapchat, Keek and MixBit.

With these new video offerings gaining market traction, video sharing on mobile is rocketing. In fact, according to a recent study from Cisco, two-thirds of the world’s mobile data traffic is expected to come from video by 2017. And mobile video will increase 16-fold between 2012 and 2017.

But how will Vine make the most of this?

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Did you know the most shared commercial of all time is a Super Bowl ad?
Volkswagen’s commercial “The Force”, starring a mini would-be Darth Vader, has attracted 5.24 million shares since its launch back in February 2011, putting it head and shoulders above any other ad online in terms of shares.
However, the ad attracted the vast majority of its shares across Facebook, Twitter and blogs well after Super Bowl Monday in 2011.
It’s a fact that illustrates just how much the Super Bowl has changed for brands over the last few years.

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Did you know that the sharing of video ads has increased almost 50 times over the last eight years? It’s an incredible stat which shows how sharing across the social web with our friends and family has become such an important part of our daily lives.

The Unruly Viral Spiral – an interactive infographic which updates in real-time – not only visualizes this incredible growth, but by looking at the most popular branded video content every year since 2006, it shows how consumers’ tastes have changed so much in such a short amount of time.

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The next World Cup in Brazil may be months away, but brands, agencies (and probably some footballers too) are already gearing up for the prime marketing opportunity of the year.

Brands internationally are already spending $1.6 billion (source: IEG) on sponsorship fees for next year’s World Cup, more than double than what was spent on the 2012 Olympics. But the good news is you don’t have to fork out on huge sponsorship fees to be a big hit. Unlike the tournament itself, you don’t have to be in it to win it!

You only need to look at the 2010 World Cup to see what we mean. Despite arch-rival adidas being a sponsor, Nike gatecrashed the party with its epic “Write The Future” ad campaign. It was not only the biggest ad of the tournament, but also the biggest ad of the year.

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