Unruly Rolls Out Video 'Shareability' Tool

London-based video ad distribution and tracking platform Unruly has developed a tool to enable advertisers to predict the 'shareability' of their video content prior to launch.

Founded in 2006, Unruly now has a further ten offices - New York, San Francisco, Chicago, Detroit, LA, Berlin, Paris, Stockholm, Amsterdam and Sydney - more than 120 employees, and over 11,000 media partners. Last year, the company raised £16m ($25m) in Series A venture capital.

Its new ShareRank algorithm has been developed over six months at the Unruly Social Video Lab by the firm's team of statisticians, who have mapped a variety of sources into one solution to predict social video success.

These sources include proprietary social media tracking technology, which has been collating video sharing data for the past seven years from more than 300 billion video streams. In addition, it includes analysis of thousands of consumer panel responses, measuring emotional reactions to and motivations for sharing video content. Unruly says it has also been collaborating with academic researchers to understand the key variables that drive video sharing.

Through this combination, ShareRank is able to calculate the amount of earned media advertisers' videos are likely to attract across the social web, and how much paid investment should be deployed. According to Unruly, advertisers who use the predictive tool will gain insight into the psychological, social and content triggers that affect the success of their video content, along with the word-of-mouth potential of their videos.

Sarah Wood (pictured), Unruly COO and co-founder, comments: 'For leading brand marketers, discovering how to create and distribute highly shareable content, repeatedly and at scale, is at the top of their wish list. Unruly ShareRank does precisely this.'

Web site: www.unrulymedia.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.