Posts for 'Unruly'

A new survey released by video ad platform Unruly has found, among other things, that younger users are spending more time with their phones and connected TVs in response to the Covid-19 pandemic. The survey revealed that 86% of 18-24 year-olds are either spending “a lot more” or “a little more” time than before on mobile phones. Other age groups are close behind; 25-34 year-olds (83%) and 35-44 year-olds (84%), with 45-54 year-olds (62%) and 55+ year-olds (44%) trailing.

Time with connected TVs has also surged, with 66% of 18-24 year-olds either spending “a lot more” or “a little more” time than before on CTVs, with all other age groups up as well: 25-34 year-olds (76%), 35-44 year-olds (72%), 45-54 year-olds (60%) and 55+ year-olds (46%).

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News Corp. announced this morning at Cannes Lions the availability of a new viewable vertical video ad for mobile devices that can be bought initially on The Sun and The New York Post. The ad is an outstream format against vertical video content, plays only when in view and can be scrolled past. The ad appears with audio off, which viewers can toggle on. Viewability is measured by Moat per MRC standards.

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New research from video ad tech provider Unruly highlights the opportunities and challenges advertisers have in reaching 18-34 year-old audiences with video ads.

The good news for advertisers is that millennials are 112% more likely than the average viewer to share the ads they like. Getting them to do so hinges on the ad capturing the zeitgeist. Fortunately, millennials are 25% more likely than the average viewer to feel inspired by video ads and 27% more likely to feel happy. They are also 23% more likely to enjoy relevant ads.

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A new survey from Unruly reveals that 70% of U.S. advertisers have shifted a portion of their TV ad budgets to programmatic online video ads in the past 12 months (see graph below). In addition, 75% of U.S. advertisers said that programmatic will account for a share of their overall online video ad budget.

The data is based on a survey of 1,000 senior advertiser and agency executives, 500 each in the U.S. and U.K. from March, 2015. It is one of the strongest endorsements yet for the adoption of programmatic video advertising.

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Unruly has released new data from its Social Diffusion Curve, showing that, for the top 4,000 videos, 42% of total social sharing now occurs within 3 days of their launch, up from 25% a year ago. Social shares on the day following launch increased from 10% to 18% of total shares and within the first week increased from 37% to 65% of total.

Unruly noted that the acceleration of upfront sharing reinforces how important immediate post-launch activity is becoming to a branded video's overall online reach and impact.

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The holy grail for marketers these days is having a video ad go viral. Not only does it provide the brand an enormous amount of free exposure, it also gives the team behind the ad major resume points for having "cracked the code" on making an ad a viral hit. However, the odds of an ad actually going viral are extremely long.

That's why a presentation I attended during IAB's NewFronts Insight Lunch last week, by Richard Kosinski, president of Unruly, really caught my attention. Unruly is a platform for social video marketing that helps agencies and advertisers get their videos watched and shared. Richard shared highlights of a new white paper, "The Science of Sharing 2014," which looked at the social performance of 14 different ads from Super Bowl XLVIII.

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