News Corp to invest in social video and ad platform Unruly

News Corp is set to buy the London-based, global advertising platform Unruly. It is hoped that the acquisition will accelerate the media empire’s digital transformation.

 

Improve digital expertise

It is hoped that the new purchase – expected to be £58 million – will bring together traditional forms of media with digital ones.

Robert Thomson, the chief executive of News Corp, said:  “Unruly is a feisty and creative company with a start-up sensibility that fits perfectly with our own approach to developing businesses in the digital age.”

He added that the acquisition will “serve as a catalyst” for their brands, as it will help to expand the company’s expertise within the digital and mobile video area.

He said: “Unruly complements our traditional editorial and commercial expertise with contemporary insight into how people read, watch, buy and sell in the digital era.”

A warm welcome to the Unrulies! More of the Unruly story here… https://t.co/Nuo7labPlj

— News Corp (@newscorp) September 16, 2015

 

What does the deal mean for Unruly?

Led by its three co-founders, Unruly will still function as a separate business unit, however will now report to Rebekah Brooks, the recently appointed chief executive of News UK.

The video advertising company will continue to work with its existing advertisers and publishers, and collaborate with News Corp businesses around the world.

Brooks said of the purchase: “We have always been pioneers in our field, so combining the formidable reach and resonance of our titles with their cutting-edge technology and video expertise will help accelerate our growth in this digital age,”

“We look forward to working with one of Europe’s most highly regarded tech teams to create new premium video inventory for our News UK mastheads and other businesses, and to provide advertisers with best-in-class brand solutions across all platforms.  ”

Over the next couple of months, News Corp business units will start to offer Unruly products to their advertising and agency partners, which could result in a “stronger content marketing” offering.

 

A new chapter

Unruly is a video distribution platform that was founded in 2006. Scott Button, its co-founder and co-chief executive officer, said that the company is “absolutely delighted” to join News Corp, describing it as a “tremendous milestone and an exciting new chapter for the whole Unruly team”.

 

Sarah Wood, Unruly co-founder and co-chief executive officer, added:

“Unruly’s enthusiasm for transforming video advertising and our agile development culture will continue to drive our innovative approach towards digital marketing as we help advertisers reconnect with consumers and future-proof their video strategy.”

Unruly’s third co-founder is Matt Cooke, who is also the chief technology officer.