Unruly secures £16m for overseas expansion

Unruly, the UK-based social video promotion and distribution specialist, has received a $25m (£16m) investment to fuel its international expansion.

Unruly Media: secures investment
Unruly Media: secures investment

The company, founded in 2006 and formerly known as Unruly Media, secured the money from investors including Amadeus Capital Partners, Van den Ende & Deitmers and Growth Fund.

Unruly has nine offices worldwide including its London headquarters. It claims to reach a global audience of 725 million unique users, distributing campaigns across a range of platforms including YouTube, Facebook, premium publisher sites and blogs.

It has seeded online videos including Evian's "roller babies" and Old Spice's "man your man could smell like." The company recorded 2011 revenues of $25m.

Martijn Hamann, partner of Van den Ende & Deitmers, said: "With global online ad spend set to reach $110bn by 2014 and online video ad spend predicted to be the fastest growing category, we believe Unruly is strongly positioned to be the winner in the global social video market."

In January 2011 a rival online video distributor, GoViral, was acquired by AOL Europe for £61m.

News of Unruly's investment comes in the same week the company was embroiled in the Google Chrome paid link debacle

Unruly, on behalf of Google's digital media agency Essence, paid bloggers to promote the Chrome ad campaign and one of them added a link to the product.

This led to Google flouting its own webmaster rules and consequently penalising Chrome in its search rankings.

Follow Sarah Shearman on Twitter @Shearmans

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Freeview gives away free entertainment in hidden camera digital ads

Freeview gives away free entertainment in hidden camera digital ads

Freeview launches its latest series of digital ads today, which show the benefits of free services.

Share
My tips for brands using content in the mix in 2015

My tips for brands using content in the mix in 2015

Clare Hill, managing director of the Content Marketing Association (CMA), offers her insights for brands using content marketing this year.

Share
Claydon, Clifton, Blackett and Warby on Debrett's

Claydon, Clifton, Blackett and Warby on Debrett's

Jon Claydon, Rita Clifton, Karen Blackett and Sarah Warby are among the advertising, media and marketing names to make it into Debrett's list of the most influential people in the UK.

Share

Get news by email