The Home of Social Video Insight

Social video advertising is one of the most engaging and effective formats of digital marketing. Emotionally powerful, interactive and easy to share, social video advertising can amplify conversations at speed and scale.

Unruly’s Social Video Lab - the only one of its kind in the world - helps brands to understand, measure and increase the ROI of their social video ad campaigns based on customised and exclusive insight.

Our suite of research products and technologies help advertisers to formulate their entire campaign strategy. From providing insight into the brand’s success to date, to testing content for earned media potential, through to distributing the video to relevant publishers,

and finally measuring the campaign’s success via advanced social media analytics.

Social video advertising campaigns generated more than 8 billion user-initiated views in 2011, a figure that is set to double in 2012 (source: Unruly’s Viral Video Chart) as more brands invest in a format that delivers engaged audiences, authentic conversations and earned media. The social video distribution model will drive greater ROI from your paid, earned and owned channels.

Unruly Social Video Lab: The Home of Social Video Insight

251M

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560M

1194M

Facebook profiles in

millions

Twitterprofiles in

millions

Video shares in millions

A recent Unruly study measuring the effectiveness of social video advertising found that it is highly effective, providing strong brand uplift.

Across ten different adverts the research revealed that:• Average brand

favourability was 58% (+55% uplift vs. non-

exposed control sample)• Average brand association

was 47% (+53% uplift vs. non-

exposed control sample)• Average purchase intent

was 46% (+103% uplift vs. non-

exposed control sample)

This is before the impact of peer to peer sharing (or recommendation) is included. Once this is taken into consideration, the benefits to brands are furthered.• Brand recall and brand

association rose 7% among viewers who have been recommended a videos versus viewers who found it by browsing

• 73% of respondents who viewed a recommended video recalled the brand when prompted versus 68 % of viewers who had browsed the video directly

• There was a 14% increase in the enjoyment of a video when that video was recommended, versus those who had discovered it by browsing

• People who enjoyed a video were 97% more likely consider purchasing the product featured in the video than those who didn’t

We’re moving from a time when advertising was something to be avoided on TV to a time when it’s something to be shared online. It’s very much a transitional phase. Advertisers are spending more and more money on television despite the fact that audiences are continuing to shrink. But I think what’s happening is that television is in the process of moving from the primary medium to a support medium. Sharing videos and other forms of messages is going to become the primary medium in the future.Frank Rose, Author of The Art of Immersion and journalist at Wired

Strategy Video creation Video activation Analytics

Science of Sharing

Book your tailored Lab session now to: • Analyse your success to date versus the competition • Build a solid social video strategy which maps onto your marketing plan• Roadtest your content• Reveal the most effective distribution footprint for your content • Measure and improve the ROI of your social video campaigns

Unruly delivers content evaluation, social video distribution and social media analytics to Fortune 100 brands and their agencies. We fully customise your experience based on your specific needs throughout your campaign journey.

Social Video Health CheckIf you are thinking about incorporating social video into your next campaign then start with your Unruly Social Video Lab Health Check to compare how your videos are performing against your competitors’ content.

Social Video 101Still trying to get your head around social video advertising? Book a day’s training session specifically designed for you and your team. It is delivered by social video experts so you can get up to speed with the latest developments in the industry, whatever your experience level.

Social Video Snapshot We analyse the key emotional triggers and content themes in your industry that are making videos a hit or a miss. We extract this insight, and help you create your campaign strategy based on your customer’s needs, your KPIs and your overall marketing strategy.

Advertisers want to know more about what a “share” means, what a “like” means, how many people are viewing their video, what kind of mood they’re in and how they can do better next time. The BA ad ‘London Calling’, which features planes going through the streets of London and across Westminster Bridge, is shareable to me. I can put my postcode in it and see the plane going down the road where I live. So I think making it personal means it’s more shareable. This takes us full circle to how people are consuming the internet and sharing it. Very, very exciting times.Guy Phillipson, Chief Executive of the Internet Advertising Bureau UK

Step 1Social Video Strategy

What can we do for you: Bespoke solutions

Content WorkshopIf you’re in the process of creating a new video or cannot decide which piece of content to lead with, then join us for a pre-testing workshop. We will run creative testing on your content to analyse if it is going to engage audiences before you invest budget in producing the video and disseminating it online.

Emotional Intensity Measure Scientific research has found that emotional intensity has a direct impact on sharing behaviour, which drives significant uplift in brand metrics, word-of-mouth marketing and purchasing behaviour.By measuring the level of emotions people feel while watching an advert, we can predict a video’s potential shareability before it is even launched.

What really impressed me about the Social Video Lab was the Emotional Intensity Index, the fact that Unruly is working on technology that makes it possible to help clients understand how to create a successful video. Everyone is trying to create the next big video, the next big 10 million YouTube views, but it’s almost like a stab in the dark. With all this technology and all this research being made available you might be able to create an successful viral video that works and that’s really cool.Helena Stone, publisher of chipchick.com

In doing so, marketers can produce a video that their audiences really want to watch and talk about with their peers, which enables brands to keep audiences engaged with their owned media channels (be they on Facebook, proprietary websites, YouTube or elsewhere) as well as earned media.

Using our emotional intensity testing alongside eye tracking, biometric testing and facial recognition technology, we can find out how your video content scored in comparison to other videos in your sector or your own videos. With our Unruly Social Panel, blogger and consumer focus groups at your fingertips, you can discover best practice for developing your content marketing strategy.

88% of viewers enjoyed TNT’s ad, with 60% likely to share it. The clip has a share to view ratio of 1:9, with people focusing on the logo for 3.99 seconds (69% of the total duration it was visible).

Step 2Social Video Creation

Unruly’s global audience reach, as measured by Comscore Media Metrix, is 917 million monthly unique users. This reach is achieved through 14,000 media partners giving access to 4 million properties across multiple platforms and devices

This massive audience is accessed through a combination of the Viral Video Chart and M.E.M.E technology, which is used to generate the ideal distribution plan to engage your target audience. In addition to this Unruly conducts multi-lingual outreach with influencers and bloggers in native language, developing strong local relationships and building buzz on the ground - which is how we deliver so much earned media value.

Unruly’s audience reach continues to grow at pace through innovative partnerships with companies that enable consumers to enjoy and share video across the social web. We’ll make sure your we place your content on the right platforms to get you in front of your target audience.

Step 3Social Video Activation

Step 4Social Video Analytics

We’re building a predictive model to help clients harness the explosion in social video. Sharing content across the web has risen over 200% in the last 12 months and has tremendous benefits across all brand metrics, from positive uplift to purchasing behaviour.

The Lab is the premier facility for clients wanting to make their content fit for sharing. This combined with the vast proprietary data we own on the performance of past campaigns will help clients transform the ROI of their social video campaigns.Dan Best, Director of Planning at Unruly

Share of VoiceBrand one

Brand two

Brand three

Brand four

Advocacy

Interaction Rate

Average in Telecommunications 12,57%

Brand one campaign 9,34%

SVL Emotional Intensity Score Funny' Sexy' Cool' Cute' Moving' Important' Shocking' Controversial' Random' Inspirational' Unruly Social Index Score

Highest Score (Dramatic Surprise) 7.8 4.0 7.2 4.1 6.0 4.6 4.0 5.3 6.9 3.1 8.1

Overall Average 4.3 3.1 5.5 3.6 3.0 4.1 3.7 3.0 4.4 3.3 5.2

Brand one campaign 6.0 4.8 4.9 3.8 2.3 3.3 1.6 2.1 3.3 2.8 4.9

Recommendations

Lab Report

All Time Shares Shares Year to Date All Time Technology All Time Social Video18,6% 83%

Most Shared: Google's Project Glass One Day Most Shared: Volkswagen's The Force3,7% 0,1%

52,5% 7,4%1,004,048 Shares 5,547,018 Shares

25,2% 9,4%

BenchmarkAction Attention Awareness

Click Through Rate Completion Rate Replay rate Shares Share/View

7,99% 62,90% 2,93% 146,850 1:130

6,40% 46,53% 0.02 448 1:5857

Focus Group

Bloggers Consumers

"I prefer to share things that feel integrated: that integrate with my message to my readers, and with the feel of the site. I like a brand to be flexible, for that integration to happen"

"As much as I might want to share a piece of content, I'm not going to leave my social bubble to find it. It has to come to where I share content in the first place; then I'll watch it and pass it on"

The client overall has performed strongly within the VVC this year due to Olympics/Hola content. In the MEME benchmarking it is the share-to-view ratio that is the weakest and it was discussed in the meeting that the content was not optimised for sharing.

The challenge was for Unruly to demonstrate the value of generating content specifically for this. The research conducted to date on the emotional intensity of content has demonstrated that for each additional increment on the scale (eg from 4-5) to likelihood to share, talk about the content (Word of Mouth), or watch again increased by +39%,35% & 79% respectively. This test was conducted across 16 pieces of content . These metrics alone show how earned media can be improved significantly if the content is optimised for social.

The recommendation would be a distribution strategy that at best would be an additional piece of content for social which could be a something like spoof behind the scenes, or exclusive content for social. This could include pre and post campaign research (free for campaigns £25K+). Research conducted across the board (10 studies) show that this ROI can be demonstrated through strong unique research against TV (35%) plus strong brand uplifts and measurable post viewing behaviour (such as up to 45% increase in likelihood to purchase).

If budget cannot be found for an additional cut, then the minimum recommendation would be to ensure that the TVC is seeded at the same time (or earlier) than going onair as consumers are highly unlikely to share content they believe has already been viewed by their social network. This would be the best way to benefit from strong uplifts offered by social video and maximise sharing (earned media) opportunities.

Peer to Peer Networking Engage with your peers at our exclusive networking events, gain access to our latest research from the lab and discuss the findings with like-minded people in the industry. Find out how others are using great social content and how it translates across multiple territories.

Deep Insight & Analysis Marketers are struggling to keep up with the challenge of extracting meaningful analytics from the ‘big data’ deluge which they face across multiple channels today and 70% of CMOs

across the Globe say they are not geared up to manage ‘big data’. We’re committed to solving this problem. Our real-time analytics cut through data rapidly and structures it, providing strategic insight

into customer behavior. We can measure consumer’s pre and post viewing behaviour, including metrics, such as impact on brand uplift, sentiment and purchase intent.

Find out more insight@unrulymedia.com

The Unruly Viral Video Chart (VVC) has been the definitive source for video sharing data around the globe since 2006. It has gathered the largest historical data set of sharing behaviour on the social web, measuring share of voice and campaign effectiveness.

Unruly’s proprietary Media Engagement & Measurement Engine (MEME™) is the most powerful and established social video distribution and tracking technology platform in the industry. Unruly has delivered, tracked and audited 1.65 billion video views via MEME, across 2,000+ successful social video campaigns since 2007.

The technology in the Social Video Lab blends the data from these our own in-house technologies to give you access to the deepest analytics in the industry. Our dedicated research team distills this data to present you with the insight you need to make your marketing decisions. Understanding the science behind sharing gets you the best results for your investment.

Founded in 2006 and with offices in New York, San Francisco, Chicago, Detroit, Los Angeles, London, Berlin, Paris, Amsterdam, Stockholm and Sydney, Unruly is the global platform for social video advertising.

Using our proprietary technology platform, MEME (Media Engagement and Measurement Engine), we have delivered, tracked and audited 1.65 billion video views, across 2,000+ successful social video campaigns, for over 400

brands since 2007. Milestone campaigns include T-Mobile’s Life’s for Sharing series, Evian’s global Roller Babies hit, Old Spice’s “Man Your Man Could Smell Like” campaign and Coca-Cola’s Happiness series.

Awards

The Technology Behind The Lab

About Unruly

Winner Digital Innovator of the Year

Winner Fastest Growing Companies in Europe, Ranked #18

Winner Best Content Distribution Service