L is for Length

As part of our A-Z of Adtech series, we’ve dug into our emotional database to find out whether the length of an ad affects the emotions that are evoked in viewers when they experience it.

In the below chart you can see how different emotions are affected depending on how long the length of the advert is.

length and emotions chart

For instance, if you are aiming to evoke happiness in viewers, and want to keep your ad under a minute, you should aim to keep it between 0-6 seconds. However, if you want to evoke inspiration you should spend longer telling your story, as inspiration gradually builds the longer the ad, dropping off around 91 seconds.

Click here for more from A-Z of Adtech.

Where is the industry is in the quest for an alternative and open ID?

This discussion is about the impact of a post-cookie world for both buyers and sellers – exploring, amongst other things, ID portability, cooperation with walled gardens, new initiatives to tackle ID management, privacy legislation, success measurement and attribution.

This recording is taken from Trust Talks: The Great Programmatic Debate which was held in Singapore on 28th February at the Tanjong Beach Club in Sentosa.

The panel was moderated by Ricky Chanana, MD AUNZ at Unruly, and the panellists were Guy Hearn, Chief Product Officer APAC at Omnicom Media Group; Matt Harty, SVP Asia at The Trade Desk; Jean-Marc Thomas, MD Asia at Spafax; Joe Nguyen, Senior Vice President APAC at comScore.

Click here to listen to more Trust Talks panels.

UN Women is an international charity, focused on priority areas that are fundamental to women’s equality, and that can unlock progress across the board.

As part of International Women’s Day 2019 UN Women launched an amazing campaign focussed around the unheard stories of inspirational women.

Via unheardwomen.org you can listen to women like Jaha Dukureh who is a leader in the movement to end female genital mutilation and child marriage globally, or Mila Rodriguez who is a promoter of peace in Colombia through an all-women music group.

To help UN Women spread the word and raise awareness, Unruly is distributing their ad across their network of premium publishers as part of their pro-bono offering. The offering delivers guaranteed views for charity campaigns close to their clients’ hearts – at the same levels of quality and safety enjoyed by all Unruly campaigns.

Click here to listen to some of the UN Women’s incredible unheard stories, or click here and fill in the form to find out more about Unruly’s pro bono offering and commitment to giving back to move people’s lives forward.

We are excited to announce that we’ve been shortlisted for two awards at the Real IT Awards 2019!

The first award we’ve been shortlisted for is Product Team of the Year.

Over the past twelve months, the Product Team have supported Unruly’s goal to be the video marketplace advertisers and publishers can trust. They have been instrumental in helping Unruly build solutions that enable advertisers to deliver ads via the mechanism they want, in premium environments that achieve their goals, whilst helping publishers to grow their digital revenues while respecting their users and data.

We’re honoured to have been shortlisted for Product Team of the Year. Everyone within the team has contributed towards the success we’ve seen over the past twelve months in helping deliver value to our clients, whilst remaining transparent and brand safe. – Lewis Tong, Product Director

The second award we’ve been shortlisted for is the Best Place to Work award!

At Unruly We pride ourselves on having a unique, nurturing and inclusive company culture that celebrates both personal and professional growth across all our global offices.

Our culture, built from the combined experience and personality of every single member of the team, is defined by three key values: Deliver Wow, Inspire Change, and Share the Love.

Being shortlisted for Best Place to Work is an amazing achievement and one that everyone at Unruly plays a part in. I’m so proud of this company and everyone that works for it. We’ve grown immensely over the past twelve months, and managed to maintain the unique culture and spark that was instilled in the brand from the very beginning by our amazing co-founders. – Rachel Exley, Senior People Team Advisor

Congratulations to all the other teams and organisations that have been shortlisted, we look forward to seeing you at the awards!

Click here to find out who else has been shortlisted.

Click here to read about some of the other awards we’ve won and been shortlisted for.

This discussion is focussed around the explosion of addressable media, from TV and radio to OOH.

The speakers share their experience of this evolving landscape, discussing where the region is and where it’s headed. They look at the challenges, particular to Asia, and whether a holistic regional approach is possible, or whether things will remain fragmented and in the hands of local media owners.

This recording is taken from Trust Talks: The Great Programmatic Debate which was held in Singapore on 28th February at the Tanjong Beach Club in Sentosa.

The panel was moderated by Charlotte McEleny, Publisher at The Drum and the speakers were Isaline Duminil, Marketing & Communications Director at JCDecaux; Indranil Sarkar, Lead Partnerships & New Business at Mediacorp; Gavin Buxton, MD Asia at SpotX and Diogo Andrade, SEA Programmatic Lead at Spotify.

Click here to listen to more Trust Talks panels.

As part of our A-Z of Adtech series, our Associate Audiences Manager, Juan Vásquez, speaks about the importance of keywords in programmatic advertising, and the work his team are doing to take contextual targeting to the next level!

What do we mean by keywords?

For as long as I can remember, keywords have been the basis of contextual targeting. At Unruly we work with Grapeshot which allows us to scrape keywords across the different sites that make up our network. We can then categorise them according to either our clients’ needs or our own proprietary taxonomy. This includes emotive, personality-based, cultural and motivational categories.

After classifying the active pages in our network, we can make them directly available in DealIDs so our clients can buy ad space in pages that are more likely to have content that matches their ads. This approach is called contextual targeting, as ad serving is based not on information about the user themselves, but on information about the context, they are in (e.g the webpage they are currently on).

Various advertising formats

Where are we now?

This approach to keywords has been instrumental in helping us scale across our network, in addition to the audiences we offer. But there is still a huge question we need to ask ourselves; can we do anything to bring together contextual and audience-led targeting? The short answer is yes!

We’re currently looking at the consumption patterns of individuals and how we’d target them based on that information. This means we would look at the last pages that the consumer had viewed, especially if they’re pages they’ve spent a considerable amount of time on (indicating that they’d been interested in the content). As before, we would analyse the page’s keywords to understand what it’s about. But instead of serving an ad based on that information, we would create a semantic profile of what the consumer had viewed in terms of content. Finally, by aggregating and anonymising them with those of other people, it would give us the ability to target based on this information.

When you think about it, it’s amazing! We don’t need to know anything about the consumer to be able to serve an ad that they will find much more relevant because it is, quite literally, what they are interested in! By using both the traditional keywords approach, as well as this complementary targeting capability, we can be more flexible and precise in our offering.

Girl looking at phone

What does the future look like?

Keywords are great because they are easy to process and scale. But as technology evolves, Natural Language Processing (NLP) will become more commonplace, and this is exactly what we’re looking at. NLP refers to an algorithm that is able to read and understand a sentence in the same way a human would. Although they already exist and tend to have relatively good accuracy, they’re neither fast nor cheap and tend to be available mainly in English, which is a big issue when you have Unruly’s global footprint.

Going forward, I expect vendors will keep pushing for more precise algorithms that understand the nuances of language, making them fast enough to be reliable in a real-time programmatic landscape, and cheap enough for them not to eat at the margins of the ad tech ecosystem.

Click here to check out other articles in our A-Z of Adtech series.

To celebrate International Women’s Day we asked some of our inspirational Unrulies from around the world to give us their thoughts on equality, diversity and inspirational role models…


Olivia Goodman, Global SVP People Team

I have been incredibly lucky to have worked with so many inspiring women in my career – the majority of my managers have really talented women and they have always encouraged and believed in me, something which I will forever be grateful for!

Sarah IWD

Sarah Young, Software Developer

The fight for gender equality isn’t just about the women of today, it’s about creating a more equitable future for the generations to come.

Haifaa IWD

Haifaa Daw, VP Business Development, APAC

A modern progressive world requires equality. It’s not just about the attributes you have, it’s about who you are at your core and what you can bring to the table from there.

Erin IWD

Erin McGowan, Graphic Designer

With the current tumultuous political climate the US is in, it makes me want to fight even more for what I consider basic rights for people, not just women.

Louise IWD

Louise Tullin, Chief Marketing Officer

The best thing about being a woman at Unruly is that you can drive your own destiny!

For more from our Emotions Uncovered: Inspiration season click on the banner!


As part of this week’s A-Z of Adtech series, we sat down with the Chief Executive of JICWEBS, Jules Kendrick, to talk about the amazing work they are doing, and why she believes self-regulation is so important.

Q. Hi Jules, first of all, can you tell us a bit about yourself and JICWEBS?

I work as the Chief Executive of JICWEBS and started at the company late last year. JICWEBS is a not-for-profit, cross-industry, regulatory body and our mission is to deliver recognised trust and transparency in digital advertising. We do this by setting standards that companies can be audited to, to increase transparency around how they operate.

Q. What have you guys been up to recently?

Since I started the digital advertising industry has been increasingly under the spotlight for how it’s being regulated and run. From the content moderation policies of Instagram, to the call for an independent register of political advertising, to the demand for legislation and an industry regulator to oversee the ‘cowboys’ of the “digital wild west”, digital advertising has never been out of the news!

Q. So what are you guys doing to help?

Our standards cover brand safety (ad misplacement), fraud reduction and viewability. They don’t address the hugely contentious areas of ad and social media content, other than by association. Society is currently debating the balance between freedom of speech and censorship online. JICWEBS, meanwhile, is trying to shine a spotlight on digital advertising business practices and policies.

Once a signatory has undergone an independent audit, we publish a certificate on our website which lists how they apply our standards. In April 2018, a House of Lords select committee recommended companies sign up with JICWEBS and commit to self-regulation.  Since that time many have, and we’re proud of the 137 signatories who have publicly committed to trust and transparency, including most of the major ad agencies and UK publishers.  

Q. You mentioned your ‘standards’. Who sets them? And how do you ensure they are kept impartial?

Our standards are created by the advertising industry, for the industry, through our working groups. These groups are formed by members nominated from the four industry trade bodies that make up the JICWEBS board – ISBA, the IPA, IAB and AOP.  This makes our standards truly impartial and cross-industry – aiming to work for everyone.

Q. What steps can those working in the industry take to help with the transition towards a more transparent marketplace?

Progress towards transparency has been constant over the last few years, yet fraud, ad misplacement and viewability challenges remain. We are reducing risk, but our biggest challenge is complacency. Many organisations don’t feel they need to be transparent with their business practices because it’s not demanded of them.

Some advertisers have called out these issues, yet few have pulled their advertising or demanded their agencies only use channels that publicly apply JICWEBS standards. When we have the means to demonstrate effective self-regulation, we should all play our part.

I urge every business in digital advertising to get behind JICWEBS and industry self-regulation:

  • Support your trade bodies, get involved with the standards, and how they evolve
  • If you’ve not signed up to JICWEBS ask how to, now
  • Crucially, when placing advertising – demand JICWEBS certification

Together we can build this transparency that creates trust!

Click here to check out other posts from our A-Z of Adtech series.

News Corp Australia will unveil new ways to connect brands with more Australians in the moments that matter at this year’s Come Together event, launching in Sydney on March 19.

Come Together is News Corp’s highly anticipated annual showcase of its capabilities, products, services and innovative client solutions to industry.

In 2019, Come Together will build on the momentum of last year’s successful format, with an imaginative and immersive experience, designed to inform, excite and inspire.

Hosted by executive chairman Michael Miller and chief operating officer, publishing, Damian Eales, the six-day Come Together spectacle is expected to attract more than 1000 senior advertising, marketing and media executives in Sydney and Melbourne. The event involves three unique sessions a day, over three days, in each city.

Mr Miller said: “Come Together will take our clients, partners, media buyers and creative agencies on a journey of discovery, sharing News Corp Australia’s innovation story and demonstrating how it will help them maximise results.

“With the increasing fragmentation of advertising and marketing options available in market, clients want a trusted, full-service partner to solve their marketing challenges with integrated and creative solutions that balance sales activations and brand building for long-term growth.

“At Come Together, clients will see just how we deliver to that brief, how we connect with 16 million Australians across 1600 audience segments, to engage one-to-one.”

Mr Eales said: “Every client we talk to is laser-focused on their customer journeys and experiences. They’re continuously searching for creative and innovative ways to connect with niche audiences at scale.

“We have the know-how and the capability to change brand perception, strengthen brand engagement and convert consideration to purchase.”

“Clients will be surprised and inspired when they join the journey at Come Together 2019.”

News Corp Australia senior executives in attendance at Come Together 2019 include: Lou Barrett, managing director national sales; Nicholas Gray, managing director of The Australian, NSW and Prestige titles; Julian Delany, managing director of News DNA; Michael Wilkins, managing director of sport, wagering and gaming; Fiona Nilsson, lifestyle director; Neil Robinson, managing director digital solutions; Edwina McCann, editorial director ofVogue Australia, Vogue Living and GQ Australia; and Ricky Chanana, managing director ANZ of Unruly.

For more details about Come Together 2019, visit www.newscorpaustralia.com/ct19/

As part of our Emotions UNcovered: Inspiration season we’ve dug into our emotional database of 2.2 million audience reactions to discover how Inspiration is used in advertising across the globe, and what effects it has on audiences.

From Apple’s ‘1984’ SuperBowl spot to Nike’s latest ‘Dream Crazy’ campaign, Inspiration is a powerful emotion that brands and advertisers have leveraged in their marketing efforts for decades to create emotional connections with their brand and differentiate themselves from competitors. Our data shows that it’s the second most common emotion in advertising. Across all the ads we’ve tested globally, an average 7% of viewers felt intense Inspiration worldwide. It ranks just after happiness which is the most common emotion at 10%.

Getting it right!

When using Inspiration in advertising, brands need to ensure that their company or product is strongly tied into the inspirational storyline, otherwise, it could come off as inauthentic or seen as trying to piggyback on unrelated inspirational content. A recent example of this was Gillette’s ad campaign, which stirred different responses in different people as it was centred around the #metoo campaign.

When ads get Inspiration right, however, it can really pay off. We’ll take a look later at Home Depot’s ad which shows real staff doing real things. The brand metrics are absolutely stunning, particularly brand favourability, and it gained one of the highest emotional scores out of all the ads we’ve ever tested!

Inspiration in advertising is not usually related to the product or brand itself, or the call to action. The most inspiring ads tend not to have any kind of call to action and are used to create brand recall. Some recent research we carried out with IPA consultant and ‘godfather of effectiveness’ Peter Field, showed that Inspiration correlates to pricing effects, meaning that people are willing to pay a premium for brands that have inspiring advertising. Many of the world’s biggest brands are known for their inspirational ad campaigns including Nike, Coca-Cola, Apple and Honda.

Which country does Inspiration work best in?

Where you live can greatly affect the way you experience inspiration. According to our emotional data, evoking inspiration in ads works best in the Nordics and it is the only market where inspiration is the most evoked emotion. Other markets which have a taste for inspiring ads are the US, Canada, France, India, Australia and SE Asia.

Which ages resonate best with inspirational ads?

It’s important to think about what type of demographic you are going after when using inspiration in your advertising. Our analysis shows that inspiration in advertising works better with audiences aged 25-34 (9% average). 18-24s and 35-44s both have an 8% average. Inspiration is the second most common emotion in all age groups except 55+ with this group likelier to feel warmth over inspiration when watching ads.

Which industry creates the most inspiring ads?

Looking at an industry level, the automotive sector is the category most likely to use inspirational advertising, think about ads from premium brands like Mercedes Benz, Jaguar and Honda. Many of the ad campaigns for new car models are full of evocative theme tunes, gorgeous landscapes and smooth talking voice over actors. The next two industries most likely to use inspiration in their ads are Tech and FMCG, with the least inspirational category being Retail.

car advert

What’s the optimum length for an inspirational ad?

Another important factor to consider when looking at inspiration is the length of the ad. Inspiration is one of the emotions which benefits from taking slightly longer to build up engagement with a narrative, or empathy with the characters. Our research shows that ads between 31-60 seconds in length have a significantly higher average prevalence of inspiration (7.4%) than either 0-6 seconds (5.6%), 7-15 seconds (5.5%) or 16-30 seconds (6.1%). It gets even higher the longer the ad, however, we would not usually advise making it too long as the longer the ad, the more likely it is that viewers will drop off!

Home Depot uses ‘real staff’ to inspire audiences

One of the ads to score big with inspiration last year was Home Depot with its ‘Shows up” campaign. Designed to celebrate the work of the Home Depot Foundation, which helps volunteers with building projects for veterans, communities and disaster relief, the film features footage of volunteers at work and examples of successful building projects.

home depot advert shot

This was one of the highest scoring ads for inspiration tested in the US market – reaching 32% against a market norm of 10%. This was closely followed by Happiness at 32% (norm 12%), Warmth at 26% (norm 7%) and Pride at 24% (norm of 5%).

The ad resonated particularly strongly with women, scoring 36% for inspiration compared to 29% for men.

A cocktail of strong emotions translated into very positive key metrics, particularly with groups age 35+, where Purchase Intent scored 55% (against a US norm of 35%) and Favourability at 73% (from a norm of 35%).

Nike tells audiences to ‘Dream Crazy’

Another incredibly inspirational ad from last year was Nike’s ‘Dream Crazy’ ad, scoring 32% for inspiration in the US against a 10% norm.

It was released as part of the brand’s ‘Just Do It’ 30th-anniversary campaign and featured a number of athletes who are household names. All the athletes have leveraged the power of sport to help move the world forward.

The ad was launched to huge debate and polarised opinion. This was mainly down to the use of Colin Kaepernick in their ads who controversially refused to stand during the American national anthem before NFL games. Nike has recently followed up this ad by releasing another centred around female athletes entitled ‘Dream Crazier’. Again, this ad seeks to inspire audiences, keep an eye out for our emotional analysis of it coming soon!

Comparing this ad to the Home Depot one, it’s more of a generic inspiring sports ad, although the use of Colin Kaepernick makes it more interesting as Nike are actually making a political statement. It doesn’t have such impressive brand metrics (49% favourable vs norm of 46%). However, the fact that the ad became so famous most likely means that it will achieve more impact for Nike as not as many people have had a chance to watch the Home Depot ad.

Inspiration at Unruly

These examples, backed up by our emotional data help to show how effective evoking inspiration in advertising campaigns can be if it’s done right.

At Unruly, we use emotion when working with clients by making recommendations, based on pre-testing, highlighting the most inspirational aspects of the ad, targeting the type of people who are most likely to respond to inspirational ads, and placing inspirational ads in inspirational environments. Our research shows that ads have an 18% higher dwell time and a 24% higher click-through rate when placed on an emotionally congruent site.

For more emotional insights, check out our deep-dive into happiness.

Click here and fill in the form to get in touch and find how our emotional data could help supercharge your advertising.

inspiration in advertising