- Unruly Pulse™ provides marketers with comparative, data-driven insight into the cultural, seasonal and demographic drivers of video engagement;
- Data finds Australian consumers are twice as likely to be saddened by ads than the global average viewer
SYDNEY – Thursday, August 11, 2016 – Australian viewers are twice as likely to cry when watching an ad than the rest of the world.
That’s according to data from Unruly Pulse™ – a new analytics engine launched in Australia today by video ad tech company Unruly which provides unique insight into the emotional trends of video advertising.
Unruly Pulse reveals that while Aussies are in general less emotional than the global average while watching a video ad online, they are much more likely to feel intense sadness than the global average.
The new analytics engine also reveals that UK and Australian audiences have almost identical emotional footprints when it comes to watching ads. Both territories have exactly the same top five most common emotions, while four out of the five top emotional reactions have exactly the same prevalence in both countries – happiness (7%), warmth (5%), amazement (4%) and pride (3%).
Unruly Pulse data is derived from 850,000 consumer responses, showing marketers which emotions drive engagement across different demographic segments, cultural events, times of the year and industry sectors. Advertisers can also access analysis of individual ads and compare performance against benchmarks in their sector and market.
Academic and industry studies over the last decade have repeatedly demonstrated the powerful effects of emotional advertising on a variety of brand and business metrics, including increased brand favorability, purchase intent and earned media.
Lance Traore, Unruly’s Australia and New Zealand MD, said: “Unruly is committed to bringing emotional intelligence to digital advertising because emotional advertising delivers better campaign metrics, better brand performance and ultimately better business results. Unruly Pulse helps advertisers to power up their video strategy at the outset. By being able to identify and quantify the key drivers of consumer engagement, marketers will have a better understanding of what works for their audience and why.”
Insights compiled using Unruly Pulse data include:
- Australian marketers have to work a lot harder than the global average to engage consumers emotionally. 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;
- Such a lack of emotional engagement means just 25% of Australian viewers have a more favourable view of a brand after watching an ad compared with 63% for ASEA, 42% in the US, 28% in the UK and 26% in Germany. Purchase intent is also lower among Australian audiences at 22%, compared to 57% across South-East Asia, 42% in the US, and 30% in the UK and Germany. Only Japan had weaker brand uplifts in response to video ads;
- Although Australian and UK emotional footprints are very similar, there are a lot of differences with the US. For example, audiences in Australia are only half as likely as US viewers to feel happiness (7% v 14%), amazement (4% v 8%) and inspiration (6% v 12%) after watching a video ad;
- Advertisers are failing to make people laugh, with hilarity one of the least common emotions worldwide, felt by 4% of respondents. Happiness is the most common emotion people felt while watching video content during the same period. It’s also the emotion most likely to cross national and cultural borders, making it perfect for global sporting events like the Olympics.
Professor Karen Nelson-Field, CEO of Media Intelligence Co, said: “Knowing the emotional trends of an industry or sector can give advertisers a huge advantage. Unruly Pulse provides solid benchmarks for brands and agencies hoping to make the most out of their video advertising campaigns.”
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 almost a million consumer responses across thousands of videos.
Pricing and availability: The dashboard is currently available in beta in Future Video Labs across the UK, US, France, Germany, Nordics, Australia and South-East Asia. To download our 7 Steps to Sporting S.U.C.C.E.S.S this Summer, 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.
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.
Differentiated by a unique data set of 2 trillion video views and powered by a full tech stack, Unruly adds value by algorithmically evaluating content shareability and programmatically targeting custom audiences. Viewability is 100% guaranteed to an audience of 1.35 billion monthly unique users across mobile, tablet and desktop devices.
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.