Unruly posts not untidy profit
DetailsEditor | 29 January 2015
International expansion and the launch of a mobile video ad exchange platform have delivered record revenues for video ad tech company Unruly.
For the year ending 31 December 2014 the programmatic video platform provider posted $43 million in revenue with $16 million of that in the fourth quarter alone. The latter represented growth of 40% from Q4 2013 to Q4 2014.
In addition to the revenue growth, the year also saw the company open new offices in the Asia Pacific, plus an enhancement of the company's core product with its skippable pre-roll online video format, launched in May 2014. This now accounts for 22% of total revenues. The October launch of UnrulyX, the first supply-side platform (SSP) for mobile video to guarantee viewability, has also contributed to revenue growth.
"Our new In-Feed format, the first ad format to inject native video ads at scale into mobile news feeds, now allows advertisers and premium publishers to take advantage of the huge opportunity that mobile video offers," said Unruly CEO and founder Scott Button. "And as buying automation grows, we predict rapid revenue growth from UnrulyX, our mobile video ad exchange. As our programmatic ad technology has matured, we've reached an inflexion point in the business. Our rapid growth in 2014 has been entirely organic and our continuing investment in programmatic technology and proprietary data will fuel further revenue growth through the next 12 months and beyond."
Unruly anticipates more ad dollars shifting from TV to digital, fuelling continued growth. It noted that US ad spend on the Internet surpassed ad spend on broadcast television for the first time in 2013, increasing 17% in 2013 to $42.8 billion.