Social Video Ad Firm Unruly Media Closes $25M in Funding
How important is a successful viral video campaign nowadays? Important enough that London-based Unruly Media, a specialist in social video advertising, just closed a $25 million series A funding round. Amadeus Capital Partners, Van den Ende & Deitmers, and Business Growth Fund all took part in the round.
Unruly works with brands' media agencies or ad agencies to create effective online video advertising campaigns. It's played a part in Evian's Roller Babies, Old Spice's Man Your Man Could Smell Like, and T-Mobile's Life's for Sharing campaigns.
Unruly was founded in 2006 and has been profitable since 2009. It plans to use the funding to grow internationally and become the global leader in social video advertising.
The proprietary RAMP (real-time amplification and measurement program) powers Unruly's social video campaigns. Since founding, it has delivered and tracked 1.34 billion video views for over 1,400 campaigns. Clients include Electronic Arts, Adidas, and Unilever.
"Today represents an important milestone for the company and social video as a whole," says Unruly's founder and group CEO Scott Button. "Five years ago, we set out to help brands capture the massive opportunity in social video and we're delighted that such a distinguished group of investors share our conviction."
Unruly Media says that 42 percent of the social sharing activity that a branded online video will get happens in the first three days.