IAB and Unruly Media partner to launch UK viral advertising chart.
Monthly top ten to show which brands are getting it right in the UK and celebrate creativity in video.
The Internet Advertising Bureau - the trade association for digital advertising - has joined forces with Unruly Media to launch a new UK viral chart, showcasing the most popular branded video content in the UK each month.
Recognising the increased significance of viral video content amongst the marketing community, but a lack of guidance in terms of how to 'get it right', the IAB will be highlighting the importance of creativity in video by celebrating the best and most popular. The chart will also live on the IAB site, and be sent to members each month.
The top ten - which will be dynamically updated at http://viralvideochart.unrulymedia.com/chart_keyword/UK_Viral_Ads - is ranked according to the number of shares a video has generated. The data is split out by platform, so that brands and agencies can see exactly where their content is gaining traction and going viral.
Owned and operated by Unruly Media, the Viral Video Chart is the world's largest, most comprehensive database of viral videos. As well as providing the IAB with a monthly chart of the top ‘viral’ brands in the UK, the data is syndicated to a wide range of mainstream media outlets, including The Guardian, TVGuide, Sky, and CurrentTV.
Amy Kean, head of the IAB social media council said: "We know that for consumers, even more popular than creating or commenting online is simply to share or aggregate entertaining, humorous and shocking content, to enjoy the kudos associated with it. Viral video is enjoying a brilliant new lease of life as brands invest more money and time into producing bespoke assets for the web, and our new UK chart with Unruly will show marketers across all sectors what's possible in this space."
Sarah Wood, founder of Unruly Media said: “We are delighted to be partnering with the IAB for the UK Viral Ads Chart. It’s a natural partnership, as the IAB is committed to promoting research, innovation and best practice across the advertising industry and the UK Viral Ads Chart recognizes in real time the very best commercial videos that are produced or distributed in the UK."
