Unruly Brings Emotional Intelligence To Video Advertising In Hong Kong And Taiwan
- New emotional testing and targeting capabilities help brands to maximise emotional and business impact of ads
- SK-II first brand to use both emotional tools in North Asia
HONG KONG, TAIPEI – April 20, 2017 – Video ad tech company Unruly today launches a new content testing tool and targeting capability that allows advertisers in Hong Kong and Taiwan to analyse the emotional impact of their video ads and connect with consumers most likely to engage with their content.
Unruly EQ – a new tool 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 ads.
To help advertisers distribute their campaigns more effectively, the video ad tech company has also launched Unruly Custom Audiences (UCA). UCA allows advertisers to target viewers who demonstrate an intense emotional response to a specific ad, leading to increased brand recall and purchase intent, and can also be used to target bespoke and light-buyer audiences.
Launch partners SK-II and MediaCom are the first advertisers to use both Unruly’s EQ testing and UCA targeting in North Asia for its “Nat Geo” campaign. On average campaigns using UCA see uplifts of 74% and 80% for brand favorability and purchase intent respectively.
Unruly EQ uses a combination of biometric, 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, (credible and genuine) 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 1.3 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.
UCA targeting can be applied to a range of Unruly’s consumer-friendly formats. These include its skippable pre-roll format Unruly In-Stream™, Unruly-In-Article, a viewable outstream format which only begins to play when the video is in-view, and its click-to-play Unruly In-Page™ format.
Nishida Fumihiko, Brand Manager at SK-II HKTW, said: “Unruly’s new emotional targeting capability will enable SK-II to drive quality views of our branded content and achieve greater virality within a shorter period. Best of all, it’ll help our consumers by only serving our content to those who are more likely to be engaged emotionally as opposed to bombarding them with random ads.”
Edison Woo, Business Director HK-TW at MediaCom Hong Kong, said: “We’re happy to partner with Unruly APAC to bring this technology to one of our most sophisticated clients in HK-TW. It’s essential to understand what drives consumers emotionally and these new video strategy optimisation tools will help us achieve that. Using these new Unruly products, we’ll bring our video targeting to new heights – better targeting for a more effective delivery.”
Unruly’s Executive Director of Strategic Partnerships for APAC, Greg Fournier, said: “This is a transformational targeting capability for the advertising industry. For the first time, brands and media agencies in Hong Kong and Taiwan can use the results of content testing to apply emotional targeting to their video buys. In today’s frenetic, cluttered media landscape, brands that want success on social media and memorability at the point of purchase need to create and distribute contagious content that makes a deep emotional connection with their audience.
“With the launch of our emotional targeting capability, Unruly advertisers now know how, why, where and with whom their ads are resonating. And they can use Unruly’s distribution platform to optimise their digital video distribution on a creative by creative basis to reach and engage the sub-segments of their audience most likely to respond positively to the content.”
To find out more about Unruly EQ and UCA, email [email protected].
UNRULY, UNRULY EQ, UNRULY ACTIVATE, UNRULY IN-STREAM, UNRULY IN-PAGE, UNRULY IN-ARTICLE, UNRULY CUSTOM AUDIENCES and logos and associated marks are trademarks of Unruly Group. Other marks are owned by their respective owners.
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.
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. For more information: www.affectiva.com.
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.
At MediaCom, we believe everything is connected. And that means a media agency has to think and operate in an entirely new way. So new that we don’t even call ourselves a media agency anymore. We call ourselves The Content + Connections Agency.
That’s our shorthand way of saying that we have a unique approach to planning and buying across Paid, Owned and Earned media which can optimise our clients’ entire system of content and connections, not just the individual channel silos.
We know that by focusing on the totality of a client’s communications system, we can deliver step-changing improvements in media effectiveness, rather than just marginal performance increases. We call that transforming your business through systems thinking.
Our One MediaCom network consists of 5,800 people in 123 offices across 98 countries around the world. MediaCom was named Network of the Year at the Global M&M Awards for an unprecedented fourth year in 2013, having previously been Network of the Year in 2011, 2010 and 2009.