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Unruly Partners With Ogilvy & Mather And Reprise Media To Bring Emotional Intelligence To India’s Digital Ad Market

  • New proprietary tool uses emotional, biometric and audio testing to allow brands to maximise emotional and business impact of ads
  • Launched in partnership with Affectiva and Moodagent, Unruly EQ also validates if ads are authentic and consistent with brand values
  • Reprise Media India and Ogilvy & Mather the first to use new tool in India

NEW DELHI – Wednesday, November 30, 2016 – Video ad tech company Unruly today launches a new content testing tool that allows Indian advertisers to analyse the authenticity of their video ads.

With 77% of Indian consumers saying they lose trust in a brand when an ad feels inauthentic (source: Unruly Future Video Survey), Unruly EQ allows marketers to test their ads to see if the content is consistent with the brand’s values and purpose.

Launch partners digital agency Reprise Media and Ogilvy & Mather, one of the largest marketing communications companies in the world, are the first to use the content testing tool in India.

Academic and industry studies have repeatedly proven the effects of emotional advertising on brand and business metrics. According to a recent Nielsen Consumer Neuroscience study, ads with above average EEG scores (emotional ads) deliver a 23% uplift in sales volume versus average ads, while the Field, IPA and Gunn Report, “Selling Creativity Short”, stated that awarded campaigns (emotional campaigns) were 10X more efficient than non-awarded campaigns.

To help advertisers create an emotional connection with their consumers, Unruly EQ – an innovative new content testing tool also launched in partnership with emotional analytics company Affectiva and pioneers in music data analysis Moodagent – gives advertisers the data they need to maximise the emotional, social and business impact of their video content.

Unruly EQ uses a combination of biometric, neurological, emotional and audio testing methods to evaluate, improve and predict the emotional impact and brand effectiveness of their video ads.

These include:

    • Brand authenticity and perception testing – Unruly EQ allows marketers to test their ads to see if the content is perceived as authentic and consistent with their brand’s values and purpose;
    • Emotion analytics and facial coding – Advertisers are given a second-by-second emotional trace of their content using Affectiva’s market-leading facial coding and emotion analytics technology;
    • Audio testing – Unruly EQ incorporates testing from Moodagent, using machine learning to examine how a specific soundtrack amplifies or detracts from the emotional intensity and overall effectiveness of an ad;
    • Social impact and shareability analysis Unruly’s unique algorithm is trained using 1 million consumer responses to videos and sharing data relating to 3 trillion video views, and enables advertisers to predict and improve the social impact of their video content.

The deep analysis provided by EQ will allow advertisers to optimise their video campaigns by providing:

  • Identification of the type and intensity of emotions elicited by an ad to predict its overall impact;
  • Diagnostics to optimise content for emotional impact and improve creative quality;
  • Deep analysis of the metrics that matter, including authenticity, brand statements, brand impact, purchase intent and predicted shareability.

Anjali Hegde, CEO, Reprise Media India, said: “We’re really excited to be partnering with Unruly on the launch of Unruly EQ, a ground-breaking testing solution that brings together data and emotions. Emotions really matter in advertising. They inspire action and drive sales. Unruly EQ measures the metrics that move the needle and will ensure our clients’ video campaigns will have the biggest possible impact.”

Vikram Menon, President & Country Head at OgilvyOne Worldwide, India, said: “We are excited to partner with Unruly as they launch EQ in India. It is a sign of things to come; digital has to be ultimately accountable for pushing emotional affinity as well as business measures. Digital video consumption is growing exponentially in India, and the timing of this partnership seems just right given the growing need of content evaluation to make sure we produce work that works.”

Vijay Kunduri, Unruly’s Commercial Director for ASEAN and India, said: “Unruly EQ is the supercollider of digital video testing that smashes together data and emotions, sparking new insights that will help advertisers maximise campaign performance and ROI. It’s an essential tool for marketers looking to optimise the performance of their video campaigns.”


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


About Unruly

Unruly gets videos seen, shared and loved across the open web for brands that want to move people, not just reach people.By bringing emotional intelligence to digital advertising, we help 91% of Ad Age 100 brands inform and inspire 1.44bn people around the world, using polite outstream formats on sites that people love. UnrulyX, the viewable video SSP, creates better ad experiences for consumers, improved brand outcomes for advertisers and increased revenues for top-flight publishers.

Emotion matters in marketing. Emotion creates values and sets preferences. Inspires action. Drives sales. Unruly has a decade’s data of consumer responses to video and uses that to hone content, model audiences and deploy ad dollars in ways that heighten emotional response and maximise brand impact.  Unruly was founded in 2006 and acquired by News Corp (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) in 2015. With 300 Unrulies across 20 locations worldwide, our super power is emotional intelligence and our secret weapon is passionate people on a mission to #DeliverWow.


About Ogilvy & Mather

Ogilvy & Mather is one of the largest marketing communications companies in the world. It was named the Cannes Lions Network of the Year for five consecutive years, 2012, 2013, 2014, 2015 and 2016; and the EFFIEs World’s Most Effective Agency Network in 2012, 2013 and 2016. The company is comprised of industry leading units in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 500 offices in 126 countries. It is a WPP company (NASDAQ: WPPGY).


About Reprise Media

Reprise is focused on customer intent. We understand, activate, and optimize what consumers seek, share, and create. Our diverse team of specialists are experts in Media Planning & Buying,  search engine marketing (SEM), search engine optimization (SEO), social media optimization (SMO),  communication and content creation to help the world’s top enterprises achieve their business goals. As a subsidiary of the Interpublic Group (NYSE: IPG) and part of Mediabrands, Reprise is headquartered in New York with over 40 offices around the world.


About Affectiva

Affectiva, an MIT Media Lab spin-off, is the pioneer in Emotion AI. Its patented emotion recognition software is built using computer vision, deep learning and the world’s largest emotion data repository of more than 4.5 million faces analyzed from 75 countries, amounting to more than 50 billion emotion data points. Affectiva’s SDKs and APIs enable developers to add emotion-sensing and analytics to their own mobile apps, games, devices, applications and digital experiences. Affectiva is also used by more than 1,400 brands to gather insight and analytics in consumer emotional engagement. Affectiva is privately held with backing from leading investors such as Kleiner Perkins Caufield and Byers and WPP.


About Moodagent

Moodagent is a market pioneer in music data analysis, providing services to the world’s leading enterprises. The company’s competitive edge is engineered into its core technology, an intelligent system that automatically and precisely decodes every truly musical and emotional property in every song, directly from the audio signal. This allows for precise analysis of any media file that carries a soundtrack, blazing a new trail for analytics, ad targeting, discovery & recommendations.