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Unruly Launches Dashboard In Japan Which Tracks Emotional Trends Of Video Advertising

  • Unruly provides Japanese marketers with comparative data-driven insight into the cultural, seasonal and demographic drivers of video engagement; advertisers can also compare brand metrics with competitors

  • Data finds Japanese consumers among the hardest audiences to engage in the world – viewers in Japan are less likely have a strong emotional response to video advertising

TOKYO, Friday, July 29 – Japanese consumers are among the hardest to engage emotionally using video advertising. That’s according to data from Unruly Pulse – a new dashboard launched in beta today by video ad tech company Unruly.

Academic and industry studies over the last decade have repeatedly shown the effects of emotional advertising on a variety of brand and business metrics, including increased brand favorability, purchase intent and earned media.  But when it comes to Japanese consumers, advertisers have their work cut out engaging them emotionally.

Data from the new platform, which provides unique insight into the emotional and brand trends of video advertising, found that Japanese and Nordic audiences had the weakest emotional reactions to video ads worldwide.

The data also found that while happiness is the most common emotional response globally – coming in at 11% worldwide – in Japan it was a lot less frequent, reported by only 5% of consumers.

Unruly Pulse uses almost 1 million consumer responses to show marketers which emotions drive engagement across different demos, events, territories and industries. Advertisers can also analyse individual ads and compare their overall performance in their sector.

Unruly co-CEO Sarah Wood added: “Consumer emotions drive product sales, as well as brand love, so it’s not surprising that smart marketers appreciate the important role that Emotional Intelligence has to play in delivering effective video ad campaigns. Marketers using Unruly Pulse will have their finger on the pulse of consumer emotions and they’ll be able to plan more effectively for video launches around zeitgeist events and seasonal trends.

“Harnessing the Emotional Intelligence of Unruly Pulse, they’ll be better placed to understand what works for their audience and why. They’ll be equipped to develop a video content strategy that will resonate with a specific audience at a specific moment in time.”

Unruly Japan Country Manager  Haruyo Kagawa, added: “The launch of Unruly Pulse in Japan will complete the set of tools which together offer advertisers the only end-to-end data-driven video content marketing solution on offer in the market  In the 6 months since Unruly Japan was established, our ShareRank content evaluation tool has transformed the way smart brands and agencies look at video creation, Unruly Activate has delivered award-winning video distribution and amplification and Unruly Pulse will add further colour and stimulus to make more effective content strategy decisions.”

 Other insights compiled using Unruly Pulse data include:

  • Japanese consumers are more likely to have a strong emotional response to a video ad as they get older;
  • When it comes to branded content in Japan, the most prevalent social motivation to share an ad is social utility i.e. sharing a piece of content because you think your friends will think it is useful. This is in keeping with audiences across South-East Asia, but at odds with audiences in the US and UK, where the most prevalent motivation is to seek opinions;
  • In Japan, women with children are more likely to feel happiness, hilarity, surprise and warmth after watching video ads than those without. However, women without children are more likely to feel inspired;
  • Stronger emotional responses to branded video tend to be more prevalent in emerging markets such as Brazil, Mexico and India – highlighting the importance of video advertising for brands hoping to make it big in Rio at the Summer Olympics.

Using Unruly Pulse, advertisers can:

  • Make data-driven decisions to drive purchase intent and brand metrics;
  • Track how emotions seasonally ebb and flow over time;
  • Find out what motivates viewers to share a piece of content;
  • Identify the emotional profiles of best-in-class content ;
  • Dissect trends by sector, geo & demo;
  • Optimize distribution for maximum impact among their target segment.

Methodology: Unruly Pulse is powered by Unruly’s unique, first-party data on emotional advertising. It visualises data from more than half a million consumer responses across thousands of videos, spanning EMEA, APAC and the Americas.

Pricing and availability: The dashboard is currently available in beta across the UK, US, France, Germany, Nordics, South-East Asia and Japan. To download our Social Video Trends for 2016, click here. To find out more about the dashboard, please click here.

UNRULY, UNRULY PULSE and logos and associated marks are trademarks of Unruly Group. Other marks are owned by their respective owners.


About Unruly

Unruly is the ad tech company that gets videos watched, tracked and shared across the Open Web. Positioned at the intersect of video, social, native & mobile, Unruly uses emotional audience data and user-friendly video formats to massively increase viewer engagement, brand performance & publisher revenues.

With 3 out of every 4 video views now taking place outside of YouTube, 90% of Ad Age 100 brands have already used Unruly to connect with audiences at speed and scale across the Open Web.

UnrulyX is the first supply side platform (SSP) for mobile video to offer scaled delivery of native ad formats and guarantee the viewability of premium video impressions bought via RTB.

Unruly employs 200 people across 15 offices, with regional HQs in London, New York and Singapore.

Its super power is emotional ad tech. Its secret weapon is passionate people on a mission to #DeliverWow. Unruly was acquired by News Corp (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) in September 2015.