Unruly, the social video advertising platform, announced a $25 million Series A investment from Amadeus Capital Partners, Van den Ende & Deitmers and Business Growth Fund. The company said the funding will be used to accelerate its international growth.
Since the London-based company was founded in 2006, Unruly has delivered, tracked and audited 1.34 billion user-intended video views and executed over 1,400 social video campaigns, leading it to achieve profitability in 2009.
Unruly has handled many high-profile and viral-friendly video campaigns for global brands, including Evian’s Roller Babies, Coca Cola’s Happiness Factory series and Old Spice’s Man Your Man Could Smell Like campaign.
In the U.K., Unruly delivered a campaign for CompareTheMarket.com that is credited with boosting the entire market for video advertising. The cross-platform ads feature Aleksandr Orlov (pictured), a meerkat with an improbable Russian accent, who became such a cultural phenomenon that he spawned a line of toys and a book was ghostwritten for him.
“With global online ad spend set to reach $110 billion 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,” said Martijn Hamann, partner of Van den Ende & Deitmers.