Sunday, 7 October 2012
Unruly Intros Dynamic Creative Tools, Sees Boost in Brand Lift in Social Video
COLOGNE -- Social video technology platform Unruly Media has introduced a new tool for brands that can automatically deliver the most popular piece of social video creative in a campaign based on viewer responsiveness. Beet.TV's correspondent Ashley Swartz caught up with Unruly's Chief Operating Officer and Founder Sarah Wood in this video interview taped at the DMEXCO conference. The Dynamic Creative Optimization tool lets brands load various pieces of social video creative into the Unruly platform, which then picks the one that earns the most shares, engagement and other KPIs and delivers that piece more frequently in a campaign, Wood explains in this video interview. Pre-testing creative can take a long time, but this sort of automated testing can generate more efficiency in a social video campaign, she adds. "This is like an insurance policy," Wood says, adding that Unruly is testing the functionality with a few clients that have seen significant uplift in campaigns as a result.Wood also notes that in tests Unruly conducted over the summer, brands generate a 57% lift when social videos have been recommended to a viewer by a friend. Wood shares other performance metrics and insight into how social video is impacting the presidential election in this interview.Ashley Swartz is a principal of the New York-based consultancy Furious Minds. She is former head of the interactive television practice at Digitas. She is a regular contributor to Beet.TV.