In-Article Format Injects Video Ads Within Editorial Content,
Providing Advertisers with High-Performance Video Solution and
Publishers with New Opportunity to Monetize Traffic from Search and
Social
Video ad tech company Unruly today introduces a viewable outstream
format which creates new premium video ad inventory within article
pages. Less than a month since its acquisition by News Corp, Unruly is
launching the high-impact format across a number of News Corp titles,
including The Sun, MarketWatch and News.Com.Au, with The New York Post
to launch the format soon. In-Article will also be made available to
other premium publishers via Unruly’s supply side platform, UnrulyX™.
The high-performance, premium video format only begins to play when the
video is in-view, solving viewability concerns for advertisers, and can
be closed and shared by viewers, giving users control of the viewing
experience. Unruly will sell the format on a cost-per-completed-view
(CPCV) basis, charging advertisers after the video has been viewed for
30 seconds, providing confidence that ads are being watched through
completion across Unruly’s potential global audience of 1.35 billion
consumers.1
Commenting on the launch, Rebekah Brooks, CEO, News UK said: "Our work
with Unruly is fully focussed on increasing the formidable reach and
resonance of our titles with their cutting-edge technology and video
expertise to help accelerate our growth in this digital age. Today's
launch is the perfect example of how we will be bringing advertisers
closer to our great journalism and the first of many collaborations that
will deliver value for both Unruly and News Corp stakeholders."
“Online video is the fastest-growing category of ad spend2
and now even publishers who don’t yet have original video content on
their site can capitalize on this growth. For advertisers, this is a
high-performance, highly engaging format and the CPCV pricing model
guarantees attention, so there’s no concern that budget is being thrown
at wasted views. And at a time when the media industry recognizes the
need to re-balance the ad economy and re-set the rules of engagement
with consumers, this is a non-invasive ad format that puts users in
control, with the ability to close, share & initiate sound on the
player,” said Unruly co-founder and Co-CEO Scott Button.
“News Corp is focused on providing advertisers with new solutions that
address the challenges they're facing both today and in the future. With
Unruly's new In-Article format, we're providing advertisers with what we
believe is the best video product in the market,” said Sharb Farjami,
Director of National Sales, News Corp Australia. “This new format brings
together News Corp's scale and certainty of audience with Unruly's
extensive global experience in video, mobile, and data, so advertisers
know exactly what they're getting. That is an audience seeking out news
and entertainment, in an environment where they're fully engaged. And we
know that it's this environment that delivers the best results for
brands.”
"We constantly look to improve The Sun's digital proposition and provide
readers with a fantastic viewing experience. This new format will
deliver against that criteria for the audiences we care about - our
readers and advertisers. The social video format puts the users in
control of their viewing experience and advertisers can be confident
that they are only paying for ads that have been truly engaged with as
they are only charged once the video format is in-view," said Dominic
Carter, Managing Director of Commercial at News UK.
"In-Article allows MarketWatch to increase engagement with our customers
whilst opening up new opportunities for our advertisers,” said Julian
Sambles, Chief Revenue Officer, MarketWatch.
As evidenced by the rise in consumer ad blocking and the launch of the
IAB’s L.E.A.N. Ads program, online viewers are increasingly demanding to
be in control of their advertising experiences. According to Unruly’s
Future Video Survey, which surveyed 3,200 consumers worldwide, 68.6% of
viewers in the UK, 65.3% in Australia and 62.5% in the US are annoyed
when forced to watch ads and 62.1% globally want to be in control of
advertising experiences.
With polite page loading and options for the viewer to close, share and
initiate sound on the player, Unruly’s In-Article format permits
publishers and advertisers alike to ensure they are delivering ads in a
social - not anti-social - environment, one which gives users control of
their ad viewing experience.
This is the fourth video format from the video ad tech company. Unruly’s
other formats are:
-
Unruly
In-Stream™: a skippable pre-roll format, which puts the
viewer in control and gives advertisers cost-efficient reach at speed
and scale;
-
Unruly
In-Feed™: the first ad format to deliver native video
ads at scale across mobile newsfeeds;
-
Unruly
In-Page™: A click-to-play, user-initiated format which
maximizes viewer engagement.
UNRULY, UNRULY-INSTREAM, UNRULY IN-FEED, UNRULY IN-PAGE and
logos and associated marks are trademarks of Unruly Group. Other marks
are owned by their respective owners.
About Unruly
Unruly (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) is the ad tech company that
gets videos watched, tracked and shared across the Open Web. Positioned
at the intersect of video, social, native & mobile, Unruly uses
emotional audience data and user-friendly video formats to massively
increase viewer engagement, brand performance & publisher revenues.
With 3 out of every 4 video views now taking place outside of YouTube,
90% of Ad Age 100 brands have already used Unruly
to connect with audiences at speed and scale across the Open Web.
Differentiated by a unique data set of 2 trillion video views and
powered by a full tech stack, Unruly adds value by algorithmically
evaluating content
shareability and programmatically targeting custom audiences.
Viewability is 100% guaranteed to an audience of 1.35 billion monthly
unique users across mobile, tablet and desktop devices.
UnrulyX
is the first supply side platform (SSP) for mobile video to offer scaled
delivery of native ad formats and guarantee the viewability of premium
video impressions bought via RTB.
Unruly employs 200 people across 15
offices, with regional HQs in London, New York and Singapore.
Its super power is emotional ad tech. Its secret weapon is passionate
people on a mission to #DeliverWow. Unruly was acquired by News Corp in
September 2015.
1 comScore, September 2015
2 ZenithOptimedia’s Online Video Forecasts 2015
View source version on businesswire.com: http://www.businesswire.com/news/home/20151021005465/en/
Copyright Business Wire 2015