London-based Unruly Media, a marketing agency that specializes in Web video campaigns, raised €19.3 million in Series A round that included Amadeus Capital Partners, Van den Ende & Deitmers and Business Growth Fund.

The profitable five-year old company will use the capital to finance international growth. Unruly enables big-name brands to deliver, launch, and measure the success of their video ad campaigns with the aim of getting them to go viral via social networks. Customers include 20th Century Fox, Unilever, Adidas, Old Spice, Evian, and MTV. Unruly has also developed a proprietary video clip tracking platform, RAMP (Real-time Amplification and Measurement Platform), that measures not only the number of views, but the amount of time viewers actually spent watching the clip, among other data points. RAMP enables Unruly to publish with authority its Viral Video Chart, which is to video clips what Billboard’s Top 100 Charts is to music.

Legal advice on the transaction was provided by Torch Partners and Orrick, Herrington & Sutcliffe LLP.