Programmatic Platform Introduces Unruly Complete, a blended multi-format CPCV Solution
NEW YORK, LONDON – July 14, 2015 – Video ad tech company Unruly today announces a new cost-per-completed-view (CPCV) pricing model available on all of its video ad formats, giving marketers the option to only pay for a view when the video has been watched for 30 seconds. The company also announces Unruly Complete, a fully flexible blend of Unruly’s ad formats, sold on a CPCV model and optimized against specific campaign goals and KPIs.
According to research from Harvard Business School’s Thales Teixiera, analyzing the rising cost of consumer attention, only 20% of TVCs are fully viewed today, compared to 97% in the 1990s. Advertisers looking to get their TVCs seen by broader audiences or looking to get their digital video assets watched and shared online can use Unruly Complete to ensure that their ads have been watched or engaged with for a full 30 seconds.
Advertisers are looking to digital to bridge the attention deficit. According to ZenithOptimedia’s Advertising Expenditure Forecasts, online video is the fastest-growing advertising category and is forecasted to grow at an average of 29% per year to reach US$22.3B in 2017. The CPCV pricing model gives advertisers confidence that they will only pay for videos that have actually been watched across Unruly’s audience of 1.36 billion users.
“The market is currently flooded with a number of different measurement options, and it can be difficult for marketers to determine which makes the most sense for them. One thing is clear – we need to move beyond the view when measuring the success of video ad campaigns. With a cost-per-completed-view model, advertisers can be sure their videos are actually played through to 30 seconds. It’s the easiest way for advertisers to know they are only being charged for high quality, highly-engaged views,” said Unruly CEO Scott Button.
“Facebook recently announced it will charge advertisers after 10 seconds, but it’s still not enough. For advertisers that are most focused on audience attention and dwell time, a full 30-second view would be the right option to ensure their desired audience is watching their video in its entirety.”
Views can be delivered through any and all of Unruly’s formats, which are all fully user-controlled, including:
- Unruly’s skippable pre-roll format, Unruly In-Stream, which puts the viewer in control by offering the opportunity to skip an ad after five seconds and gives advertisers cost-efficient reach at speed and scale;
- Unruly’s native In-Feed format, the first ad format to deliver native video ads at scale across mobile newsfeeds, which only plays out when the unit is viewable;
- Unruly’s click-to-play In-Page format, with multiple in-unit apps to drive beyond-the-view engagement.
Unruly 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, 84% of Ad Age 100 brands already trust 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 1.36 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.