On the podcast this week, Unruly Media CEO Norm Johnston talks about the evolution of video ads – how they’re bought, how they’re sold and who gets to sell them.
Unruly’s value proposition is to provide high-quality audiences outside the high-gravity orbits of Google and Facebook.
“Nothing against Facebook or Google, but most people would agree they shouldn’t be upwards of 70% of the total industry and 90% of the growth in digital,” Johnston says. “Most advertisers and agencies are looking to diversify their portfolios.”
Unruly offers that diversity by aggregating inventory from properties owned by its parent company, News Corp, as well as from outside sites. The company’s original pitch was “social video” but now it offers many formats. It adds value by layering in biometric and survey-based data on what videos – or portions of videos – resonate well with an advertiser’s desired audiences.
Also in this episode: Does scale still count for media agencies? How long will TV and digital video silos persist?