Unruly, News Corp And Storyful Bring Emotional Advertising To Aussie Brands With Future Media Lab

Unruly, News Corp and Storyful today showed off the latest addition to the Future Video Lab family in Australia.

The new ‘Future Media Lab’, housed in News Corp Australia’s head office on Holt Street in Sydney, will help brands and agencies future-proof their content and create better ads that people want to watch and engage with.

The space builds on the success of Unruly’s labs around the globe and is a first for the southern hemisphere. It’s an ‘innovation and collaboration workspace’ that has been designed as a place where News Corp Australia clients and partners of all sizes can explore, discover and create with News Corp’s brands, products and audiences.

The launch of the new lab comes as Unruly celebrates 18 awesome months of hard work in Australia – after opening up in Sydney in the first half of 2015. Since then we’ve bought emotional intelligence to digital advertising across the country through our various content-testing and distribution tools.

We’ve launched Unruly Pulse, Unruly Custom Audiences and most recently Unruly EQ, which allows advertisers to test for a range of brand values, including authenticity.

We’ve also conducted a whole lot of research and released a ton of insight to help brands and advertisers power up their content strategies.

Our Future Video Survey showed us that control of video content is key in Australia, with 68.3% of Australian viewers stating that they like to be able to control video ads.

The survey also revealed the importance of authenticity to Australian audiences, with 80% believing advertising should embody the values and behaviors of the brand and 77% losing trust in a brand when an ad feels fake.

Data from Unruly Pulse also showed us that Aussies’ emotional reactions are a lot less intense than the rest of the world. They are 33% less likely than the global average to feel intense feelings of happiness, 12% less likely to feel intense feelings of warmth and 28% less likely to feel intense feelings of inspiration. However, they are 100% more likely to feel intense feelings of sadness than the global average.