Video ad tech company Unruly is continuing its global growth with expansion into the Middle East.
Future Tech Media will serve as the official reseller across the UAE and KSA for Unruly’s product set, helping ROI-driven marketers benefit from Unruly’s data-driven expertise, native video ad formats and mobile video SSP UnrulyX™.
With three out of every four video views now taking place outside of YouTube, as per ComScore, 84 percent of Ad Age’s 100 brands trust Unruly’s proprietary video stack to reach and engage custom audiences at speed and scale across the open web.
Oliver Smith, Unruly’s EMEA MD, says in a press statement: “We have been deploying our unique data and proprietary technology to activate campaigns across the Middle East since 2009 and I’m delighted that Future Tech Media will now help us accelerate that growth. There is a huge appetite for social video across the region, with viewers far more likely than the global average to engage with video content. According to data from hundreds of campaigns we’ve run across the Middle East, share rates (1.3 percent) and click-through rates (13.1 percent) are three times higher than the global average (0.5 percent and 4.9 percent respectively). We are really excited about expanding our offering in a market where digital ad spend is expected to increase 37 percent every year to reach $1 billion by 2017”.
Other video stats from the region include:
- · Viewers in the Middle-East are more likely to share videos on Facebook, Twitter, Tumblr, Reddit and StumbleUpon than the global average. They are less likely to use Google+ and Pinterest;
- · Facebook is the top platform for video sharing, with 53.6% of shares occurring on the social network. The global average is 50.8%. Twitter is the second most popular, accounting for 13.1% of shares (global average: 12.0%). However, while Google+ is the third most popular globally, attracting 9.8% of video shares, it only accounts for 7.6% of video shares across the Middle-East region. Instead, Tumblr (8.9%) is more popular in the Middle East.
Future Tech Media MD, Boye Balogun, said: “Brands cannot just publish a video and hope for the best – with 300 hours of video uploaded to YouTube every minute alone, there is too much competition for viewers’ attention. Unruly’s product set offers the perfect solution, providing a scientific, data-driven approach to online video content and programmatic distribution that is both repeatable and scalable.”
Founded in 2006, Unruly now has 14 offices across the world, including New York, San Francisco, London, Paris and Singapore.
Unruly’s key products include:
Unruly Activate™: Programmatic video platform, powered by UnrulyX, the first supply side platform (SSP) to offer scaled delivery of native ad formats and guarantee the viewability of premium video impressions bought via RTB – at massive scale, with the utmost safety. Formats include:
- o Unruly In-Stream™: a skippable pre-roll format, which puts the viewer in control and gives advertisers cost-efficient reach at speed and scale;
- o Unruly In-Feed™: the first ad format to deliver native video ads at scale across mobile newsfeeds;
- o Unruly In-Page™: A click-to-play, user-initiated format which maximises viewer engagement.
- · Unruly ShareRank™: Allows advertisers to maximize the social impact of their video content by evaluating, improving and predicting the viral potential of video ads.
