Unruly Introduces Emotional Targeting To Outstream Video Ad Format

Video Ad Tech Company Delivers Ads To UK Viewers Most Likely To Emotionally Connect

LONDON – Thursday, February 11, 2016 – Video ad tech company Unruly has introduced emotional targeting to its viewable outstream format, Unruly In-Article™.

Advertisers in the UK can now target the people most likely to engage emotionally with specific video creatives on the immersive outstream format, which places video ads within premium editorial content and only begins to play when the video is viewable, allowing consumers to choose whether to watch the content or skip.

Since launch, Unruly’s In-Article format has seen significant adoption and is now live across a number of premium UK publishers, including The Sun, UNILAD and The Sunday Times Driving.

UK advertisers using Unruly In-Article will now benefit from the significant uplifts in campaign performance that Unruly has seen when using the company’s emotional targeting capability, Unruly Custom Audiences™. These include an average 15% increase in completion rates and increases of up to 155% in brand favorability and 85% in purchase intent. In fact, according to recent research from Nielsen, ads with above average emotional resonance deliver a 23% uplift in sales.

Unruly Custom Audiences predicts the viewers most likely to have an emotional connection to a particular video ad using data from the video ad tech company’s predictive algorithm, Unruly ShareRank™ – created using 2 trillion tracked views and over 450,000 consumer data points.

As well as being able to able to target viewers most likely to engage with their ad content, Unruly Custom Audiences also allows marketers to optimize their video player functionality to ensure the campaign maximizes brand recall and earned media.

Sarah Wood, co-founder and co-CEO at Unruly, said: “Data analysis of 1,300 ads revealed that in 2015, warmth and happiness were the most effective drivers of emotional engagement. A month into 2016, and the data shows brands are already sparking inspiration and knowledge in viewers. With an adrenaline-packed year of sporting events and Presidential elections ahead, we predict that exhilaration and pride will dominate this year’s ads, emotions which resonate globally.

“By using emotional targeting across Unruly’s In-Article format, advertisers will have the power to pinpoint the most receptive segment of their audiences, across trusted, premium sites, via ad formats that engage rather than enrage consumers.”

Emotional targeting can now be applied to a number of Unruly’s consumer-friendly formats, including its skippable pre-roll format Unruly In-Stream™, click-to-play Unruly In-Page™ format, or through its blended multi-format CPCV solution Unruly Complete.In-Article is also available to other premium publishers via Unruly’s supply side platform, UnrulyX™.

Unruly Custom Audiences for Unruly In-Article is currently only available in the UK, with announcements on its availability in other territories coming soon.

If you are a publisher and would like to find out more about how you can monetise your website with Unruly’s In-Article format, click here.