Unruly
Sarah Botherway - Interview
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Agenda
Current Social Video Trends
WOW
Opportunities at Unruly
Current Social Video Trends
Core differences - social and traditional video
Length
The length of social videos are normally not the set 15 or 30 secs as seen in traditional online video.
Metric
Sharing and an emotional response to social videos compared with standard completions and views
Purpose built
Effective social videos are purpose built for the environment they are to be served on
Targeting
Increased targeting abilities through social videos - logged in users
Star
Social video is the main content, rather than before or after
Interactivity
Option for user initiated/interactive content
Key emerging formats
Twitter
Instagram
Other
Periscope App + First View (US -Global in a few months)
Video length increased from 15 - 60sec
VAST 4.0
HTML5 VPAID
YouTube interactive
Operational Challenges - Programmatic
Not bidding against yourself - targeting
Black and white lists
Data discrepancies/differences. Metrics that matter to each source.
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Campaign Video
Profile - Star Wars viewers
Gender
Male, aged between 17- 44.
Generation X
17% of fans are aged between 34-44. Both male and female.
Family Man
A high percentage of these males have children who will also attend the movie with their father.
Interests
Watchs science/science fiction, history and horror TV shows.
Data from Nielsen and Quantcast
Targeting Mix
Contextual
RON of Disney sites
ABC
FOX SPORT
Guardian
Gaming Sites
Audience
Star Wars
Force Awakens
Skywalker
Science fiction
Keywords
Male age 17 – 44
Watch science/science fiction, history and horror TV shows
P18-44 with Kids over 6
Higher bidding rate of Gen X
As the campaign progresses we will continue to optimise the site, keyword and audience targeting to the best performing sections.
Opportunities at Unruly
Opportunities in the role
Client Facing
Take advantage of my skill set
Reach my full potential as a manager
Positive step in direction for my career
Unruly Company
IAB
Start-up
Learning experiences and developing my expertise
Steeper learning and development curve
Global Company
Front line on digital developments
Working groups
Skills
Soft skills, managerial when coordinating teams and individuals
Technical skills, programmatic space
Questions & Challenges
Question One
Question Two
Question Three
Why are there discrepancies (in data)?
Why can’t you get this live now/10 mins/ tomorrow?
Why is my ad/creative showing in the wrong context?
Challenge One
Challenge Two
Managing client expectations
Geographical and time-based communication issues – dealing with clients in other countries/time-zones/markets
Timeline Story
Clients, Company, and Relationships
Satisfaction, Success, Development, and Skilled
Ideas, Revenue, Relationships and Satisfaction
30 days
60 days
Long term
WOW
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