MMS: Unruly Shows How Brands Can Optimise For Sound-Off Down Under
Over the past few weeks, the Unruly APAC team has been busy jetting around Australia and New Zealand for the Modern Marketing Summit (MMS).
During the series of programmatic summits Down Under, the team met up with clients, hosted panels and presented Unruly’s programmatic solutions and insights to the country’s leading brands, advertisers and publishers.
But for those who couldn’t make it to any of the events, don’t worry. We’ve got you covered. Here’s a round-up from Sinéad Canny, Unruly’s APAC Marketing & Communications Lead:
While Unruly’s MMS 2019 topic of discussion was ‘Sound Off Is The New Black’, the sound was most certainly on as we took to the stage in Melbourne, Sydney and Auckland.
We kicked off MMS in Melbourne, where our AUNZ MD Ricky Chanana moderated the first of our highly topical debates. He was joined on stage by Unruly’s programmatic expert, Heath Irving, Starcom’s Sally Phelps, IAB Australia’s Jonas Jaanimagi and Hooza’s Mark Graham as they discussed the role sound-off creatives play in the ever-changing video advertising landscape.
As Chanana stressed during the debate: “A diverse creative strategy, including captions for sound-off mobile environments should be the default for all advertising campaigns.”
With Melbourne wrapped up, we then flew to Sydney, where Ricky was joined on stage by another exceptional panel, featuring Unruly’s CRO APMEA Phil Townend, Simon Brock, of Digitas, Jodi Fraser, of Publicis and Gai Le Roy, of IAB Australia.
IAB Australia’s CEO Gai Le Roy was strong in her advice for advertisers, saying: “If you’re not tailoring your creative for mobile or sound-off, you’re missing out on a huge opportunity and most likely wasting your money.”
Finally, Unruly’s last stop was Auckland, where Chanana delivered his data-driven keynote to a packed audience on how sound-off creatives can actually perform better than sound on creatives — once it’s optimised for success. Something that Unruly is uniquely positioned to do through its UnrulyEQ product.
Chanana said: “One-size-fits-all never took off in the fashion industry, and it doesn’t work in the advertising industry with creative either.”
