This summer, as I head to London for business and to enjoy Wimbledon, I’ll be meeting Sarah Wood, Co-Founder of Unruly Media, a leading social video advertising platform based in London. Sarah’s accolades include UK Female Entrepreneur of the Year and being listed as one of the top women in tech. She’s a true inspiration!
While there, Sarah has kindly offered to treat us to dinner and host us at their corporate apartment north of Canary Wharf. I’m also looking forward to catching up over a drink at a local pub if you’re around London from June 20 to June 30th.
My connection with Unruly Media began a few years back through a mutual contact from San Francisco, and we’ve since collaborated on several campaigns for big brands like BMW. It’s a small world, especially in business, so maintaining good relationships is key.
London is an extraordinary global city, though its cost of living is sky-high—making Manhattan seem affordable and San Francisco almost modest by comparison.
Interview with Sarah Wood on Entrepreneurship and Advertising
Sam: Sarah, could you share what sets Unruly Media apart from other media companies?
Sarah: Founded in 2006, Unruly Media stands out as the top global social video advertising platform, thanks to our rapid growth in video, social, and mobile advertising. Our unique data set, which tracks video sharing behavior across the social web, helps advertisers get their videos watched and shared online. We work with the majority of Ad Age 100 brands and have run social video campaigns for companies like Volkswagen and Microsoft, utilizing our end-to-end video marketing platform to maximize their advertising ROI.
Sam: What inspired you to start Unruly?
Sarah: The concept of viral videos fascinated us back in 2006. The challenge was filtering through the massive content online to find videos that truly resonated with people. We started with a blog-scanning engine and soon launched the Unruly Viral Video Chart to rank videos based on shares, not just views, providing a more genuine measure of what’s popular.
Sam: What are some of the challenges and opportunities Unruly faces?
Sarah: Our main challenge is scaling our operations while maintaining the quality of our client services worldwide. This includes managing cultural and regulatory differences as we expand globally. On the opportunity front, our innovation is our greatest asset. Last year, we introduced over 30 new features and launched Unruly ShareRank, an algorithmic tool that predicts a video’s shareability, helping brands create content that truly engages and captivates audiences.
Sam: How do you see online advertising evolving, particularly in mobile?
Sarah: Mobile advertising is booming, with engagement rates soaring. We’ve seen mobile click-through rates significantly outperform desktop. With mobile video expected to grow exponentially in the coming years, we anticipate more advertising dollars will flow into mobile platforms. Additionally, the rise of programmatic advertising is reshaping how ads are bought and sold, streamlining processes and increasing efficiency.
Sam: Any advice for creating effective video ads?
Sarah: First, balance your investment between content creation and distribution. It’s vital to ensure your video reaches its intended audience. Second, tap into emotions. Videos that evoke strong feelings, whether positive or negative, are more likely to be shared. Lastly, don’t shy away from branding. Well-branded content reassures viewers and enhances trust without sacrificing virality.
Sam: What’s your take on the future of advertising and the role of video?
Sarah: As digital content consumption continues to grow, especially on mobile, video advertising is poised to become even more dominant. Brands that can craft compelling, emotionally resonant content that viewers are eager to share will see the most success.
Conclusion
Sarah’s insights reflect a deep understanding of the digital advertising landscape and Unruly’s pioneering role within it. As for me, I’m excited to explore more video content on Financial Samurai and engage further with platforms like Unruly.
Starting a Website That Makes Money
It’s been about six years since I launched Financial Samurai, and it has turned into a rewarding venture that generates significant passive income. Interestingly, the top 1% of my posts, which are over two years old, bring in the majority of traffic and revenue, showing that content that resonates can provide lasting value.
I never imagined that starting Financial Samurai during the financial crisis in 2009 would one day surpass the income from my former corporate job. If you’re interested in writing and connecting with others, starting your own website could be a fulfilling path that offers both creative freedom and financial opportunities.
Now is an excellent time to dive into the entrepreneurial world, with fewer regulations and lower taxes enhancing the business environment. If you’ve ever considered entrepreneurship or starting your own site, why not start today?
