Emily Tan
Jan 29, 2013

Unruly launches tool to gauge ad 'shareability'

GLOBAL - Social video advertising platform Unruly has launched a tool, named ShareRank, that it claims will allow advertisers to predict prior to launch how likely an ad is to be shared repeatedly.

Unruly: databank from more than 300 billion video streams
Unruly: databank from more than 300 billion video streams

According to the agency, the algorithmic tool has been over 6 months in the making and involves the mapping of a range of sources into one solution aimed at predicting social video success. These include:

  • The Unruly Viral Video Chart which has been collating video sharing data for the seven years and now stores data from over 300 billion video streams
  • Collaboration with academics including Dr Karen Nelson-Field of the Ehrenberg-Bass Institute for Marketing Science on key variables that drive video sharing
  • Consumer data

The tool is available globally and Unruly has, in the past, worked with clients and agencies in Asia-Pacific including ZenithOptimedia, which has been beta testing ShareRank. 

“We are currently tracking over 2 million video shares each day,' said Unruly CTO and co-founder Matt Cooke. "We have mapped this data to viewer responses to train the Unruly ShareRank algorithm, which is the only metric on the market to predict the shareability of a video based on seven years’ worth of video sharing data."

Marketers no longer have to rely on 'luck' to predict a social video hit, added Nelson-Field. "Videos that elicit high intensity, positive emotions are three times more likely to be shared than videos that elicit low intensity, negative emotions. It means CMOs can now confidently predict the effectiveness of their content marketing investment.” 

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