New tool measures success of video virals
- Added:
- May 14, 2008
Unruly Media has debuted a commercial video viral distribution and measurement service.
The global seeding company enables brands and media agencies to forge connections on a local and international level with influential, niche and mainstream audiences across its network of over 2,500 social media sites.
A benchmarking service provides clients with the ability to measure the success of their campaigns by region and vertical sector.
The launch follows a six-month testing phase which saw Unruly Media distribute and measure some of the most successful video viral campaigns of 2008, including Pot Noodle's Tipping Pot, the BBC's flying penguins April Fool's day spoof and MTV's controversial fake celebrity sex tape, featuring Big Brother's Chanelle Hayes.
Unruly Media's viral seeding service encompasses the planning, execution and evaluation of both paid and organic seeding. Qualitative and quantitative data around rich media formats is captured, allowing brands to assess and react to the success of branding campaigns in real time.
Unruly Media's expert team of global seeding specialists work with creative agencies on a consultative level, creating bespoke publisher networks to ensure campaigns target key audience influencers.
Clients can draw on market intelligence and trend insights that the company has gained from its recently extended video viral chart. The chart, which is used across the industry by the likes of The Guardian and Current TV, ranks the most popular viral videos on the web and gives Unruly Media unprecedented insight into compelling and effective video viral campaigns.
Scott Button, CEO of Unruly Media, said: "We've had a phenomenal six-month beta phase and have quickly attracted some serious, repeat business, big brand players. Word-of-mouth has always been, and will always remain, the most powerful sales channel. With online video views soaring, marketers have a huge opportunity to not only increase brand awareness through video viral campaigns, but generate engaged and focused communities that can be targeted across the marketing mix."