We’ve recently raised questions about just what the social video space is and how it works. Clearly, advertisers and investors are big believers. Unruly Media, which has made a serious push into the U.S. over the past year after establishing its roots in Europe, just landed $25 million in series A funding. According to officials, the relatively unknown firm pulled in $25 million in revenue last year and is on pace to double that this year.
It’s easy to tie Unruly’s funding announcement to recent cash infusions for video ad networks like Tremor Video and YuMe. But Unruly claims to play in a different world: thesocial video arena. Unruly offers to seed videos across the Web through editorial relationships and the like; the company actually got dinged earlier this week by apparently paying bloggers to tout Google Chrome. Still, Unruly works with major brands campaigns like Evian’s Roller Babies, as well as efforts for Coke, Old Spice and T-Mobile.
It makes sense. Brands have fallen head over heels for social media, and it stands to reason that anyone who can do recommendation marketing at scale will benefit. The problem is “predictable” and “viral” rarely go together. Unruly’s challenge will be making sure it’s above board in how it gets videos spread, since advertisers are unlikely to keep paying if the views they’re getting aren’t genuine.
As for the funds, Unruly gives usual reasons: expand internationally and become a global leader in the nascent sub-industry. It already boasts it reaches 725 million people in 74 countries.
More in Media
Financial Times, MiQ and Uber Advertising are 2024 Digiday Awards Europe finalists
This year, the companies driving innovation in Europe focused on omnichannel strategies, including leaning on first-party data and AI-driven insights to improve targeting and audience engagement. The Digiday Awards Europe finalists also share a common theme of elevating user experiences to deliver more impactful technology and campaigns. For instance, the Financial Times is a nominee […]
Digiday+ Research: More than half of publishers reported revenue increases in 2024
Publishers said revenues were up last year and media companies had a successful 2024 — but that success didn’t extend to the media industry as a whole.
T-Mobile has held talks to buy Vistar Media
The OOH media specialist has held multiple discussions with buyers as the U.S. telco harbors advertising ambitions long since eschewed by rivals.