Video Ad Tech Company Unruly Opens in Tokyo
13 Ottobre 2015 - 1:00PM
Business Wire
Facebook’s former Sales Director in Japan to
head up operations as social video company continues rapid growth
across APAC
Video ad tech company Unruly today continues its rapid global
growth by opening a new office in Tokyo, Japan.
The global video platform, which has worked with 90% of Ad Age
100 brands to help get their ads watched, tracked and shared
online, is expanding its operations across APAC to help ROI-driven
marketers in Japan benefit from its unique audience data, native
video ad formats and mobile video exchange.
The Tokyo office will be headed up by former Facebook Japan
Sales Director, Haruyo Kagawa, who has also previously worked at
Amazon and Overture/Yahoo.
Unruly’s social video solutions have been established in Japan
since 2009, with over a hundred campaigns delivered for companies
such as Panasonic, Samsung and Unilever remotely from its offices
in Europe, Singapore and North America. Unruly’s products include
Unruly ShareRank™, an algorithmic tool which evaluates,
improves and predicts the viral potential of video ads.
Kagawa will report to Unruly’s APAC MD, Phil Townend, who is
based at the company’s regional HQ in Singapore.
Townend said: “Hiring Haruyo to head up our new Tokyo office
shows just how seriously we are taking the Japanese ad market.
Despite Japan currently having the third largest ad market in the
world ($41.16bn USD) only 3% of digital ad spend ($311 million USD)
in 2014 was on online video. That’s going to change massively over
the coming months, with some predicting that the Japanese online
video market will be worth nearly $1 billion USD by 2017 (source:
eMarketer / Accenture: Market Study of Video Advertising Market in
Japan / CyberAgent & Seed Planning).
“Unruly can help fuel this explosion. No one knows video better
than Unruly. Our evidence-based approach to content creation and
amplification minimises risk and increases certainty for blue chip
advertisers in the Japanese market. We already reach over 50
million Japanese consumers across our Unruly In-Page™ and
Unruly In-Stream™ formats, and having operations in Tokyo
will allow us to better support our clients and publishers in the
region.”
Stats from the region include:
- Only 32.0% of online video views in
Japan occur on YouTube - the lowest percentage of all the top APAC
ad markets. The APAC average is 45.0% (source: comScore);
- The average CTR for Japanese video
campaigns is 7.95%, much higher than the global average of 3.6%.
However, the average share rate is 0.10%, which is lower than the
global average of 0.23% (source: Unruly Activate™);
- 79.6% of Japanese viewers say they are
very likely to lose trust in a brand when an ad feels fake (source:
Unruly Future Video Survey 2015);
- Japanese viewers are the most likely to
find ads that “follow them” around the internet helpful (35.2%) and
the least likely to find them creepy (55.2%) (source: Unruly Future
Video Survey 2015);
- The majority of Japanese viewers
(76.0%) mute video ads sometimes, always or often (source: Unruly
Future Video Survey 2015).
Kagawa said: “I am delighted to be heading up Unruly’s Tokyo
office. There is a huge appetite for online video in Japan and
Unruly’s product set offers the perfect solution for advertisers,
providing a scientific, data-driven approach to online video
content and programmatic distribution that is both repeatable and
scalable.
“Unruly’s full tech stack for social video advertising helps
brands to create a direct link between content and distribution,
evaluating data about content quality and viewers' preferred
viewing environments, devices and sharing platforms to optimise for
engagement metrics that are simply not available on current demand
side platforms.”
Unruly’s key products include:
- Unruly Activate: Leading
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:
- 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 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.
The move marks the tech company’s continuing
investment in the APAC region, following the opening of an office
in Sydney, Australia in April and the launch of its APAC HQ in
Singapore last year. UNRULY, UNRULY ACTIVATE, UNRULYX, UNRULY
SHARERANK and associated logos, designs and other marks are
trademarks and/or registered trademarks of Unruly Group Limited in
the United Kingdom, the United States of America and elsewhere.
Other trademarks are owned by their respective owners.
About Unruly
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, 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 (NASDAQ: NWS, NWSA;
ASX: NWS, NWSLV) in September 2015.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20151013005960/en/
UnrulyTara Mulloy, 646-746-4357tara.mulloy@unrulygroup.com
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