Unruly And News UK Launch First-Party Data Segments To Help Advertisers Engage Home Movers
- Video ad tech company partners with The Times, The Sunday Times and The Sun to help brands and agencies identify and reach home movers and property improvers at scale
- Sought-after mover audience spends over £10,000 before, during and after a move while home movers are 78% more likely to buy new products
- Unruly also launches pop-up version of its future Home at Cannes Lions – designed to help marketers to engage with consumers in the connected home
CANNES – June 19, 2017 – Advertisers can reach UK home movers at scale using high quality, first-party audience data and new targeting solutions launched in Cannes today by Unruly and News UK.
Using its unique emotional data set, proprietary panel data and UK publisher partner data, Unruly will help brands and agencies identify and engage with people in the process of moving home – a large and valuable audience segment found by studies to be significantly more receptive to advertising than the average UK consumer and more likely to buy new products and switch brands.
The average UK homeowner spends over £10k on goods and services before, during and after a move (source: Aviva 2016), while they are up to 99% more likely to have an emotional reaction to watching video advertising (source: Unruly Home Movers Survey). Unruly’s research also found they are 78% more likely than average to buy new products (source: Unruly).
To help advertisers target these receptive and aspirational audiences, Unruly – who in Cannes today also unveils a pop-up version of Home, a space designed to help marketers engage consumers in the connected home – has utilised a range of UK premium publisher data alongside intent signals and reported behaviour from Unruly’s own proprietary panels.
This yields high quality, deterministic data that can be further scaled through the use of machine learning models, thereby enabling advertisers to reach UK home movers at scale across the open web using Unruly’s distribution platform.
Advertisers can also target people renovating their properties. Specific audiences include: Home movers, Home improvers, Home buyers and Property perusers.
Unruly has also partnered with News UK to activate home movers/improvers from across its extensive digital real estate portfolio, including The Times, The Sunday Times and The Sun e.g. The Times: Mortgage Intenders.
Readers of The Times’ Bricks and Mortar section spend over £86 million on home improvements annually, and 48% agree they are more likely to take some kind of action after reading its articles. These audiences will be available to advertisers via the News UK sales team.
Unruly’s UK MD Genna Osler said: “Moving house is a pivotal moment in our lives when we make some of our biggest purchasing decisions – from buying furniture and white goods to changing energy suppliers and upgrading our cars. By using Unruly and News UK’s new audience segments to reach people at this critical stage in their lives, advertisers can massively increase targeting efficiency and boost their market share.”
Ben Walmsley, Digital Commercial Director at News UK, said: “Home movers turn to trusted editorial voices to guide them through the exciting, emotional and often costly experience of moving house. The Times, Sunday Times and The Sun’s property sections offer advice, analysis and inspiration to people as they make one of life’s biggest decisions. We are excited to partner with Unruly to offer advertisers the ability to influence these audiences at scale at a time when they are open and receptive to relevant messaging.”
Advertisers can also use Unruly’s proprietary content testing tool, Unruly EQ, to create content that is more likely to resonate with home mover and improvers. According to Unruly’s Home Mover Study, for example:
- People in the process of finding a new home were more likely to feel inspired (+50%), exhilarated (+96%) and proud (+69%) when watching ads;
- Those making home improvements were most likely to feel inspired (+49%), proud (+65%) and happy (+33%) when watching ads.
News Corp, proprietor of News UK and Unruly, is the largest digital real estate services company in the world, with a portfolio that includes realtor.com®, REA, iProperty and Mansion Global, as well as a significant investment in PropTiger and Housing.com.
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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.