Unruly Brings Emotional Targeting To Video Advertising In South-East Asia
- Unruly launches unique targeting capability which connects advertisers with consumers most likely to emotionally engage with a specific ad
- GroupM first agency group to use new tool, which also helps brands reach light buyers, buyers of competitor brands and bespoke audiences
SINGAPORE – Friday, September 22, 2017 – Video ad tech company Unruly today launches a new targeting capability which helps advertisers across South-East Asia connect with consumers most likely to emotionally engage with a specific ad.
Unruly Custom Audiences (UCA) uses data from the company’s content evaluation tool Unruly EQ™ – created using almost 2 million consumer data points – to target people most likely to engage emotionally with a specific video, leading to increases in earned media impressions, brand recall and purchase intent.
Academic and industry studies have repeatedly proven the effects of emotional advertising on brand and business metrics, with a recent IPA study reporting that emotional campaigns deliver 10x higher profitability and market share gains than rational ones.
UCA can also help marketers target light buyers of a brand, consumers who have a preference for competitors’ brands and hard-to-reach, customised audiences such as business decision-makers and movie-goers. Campaigns using UCA have seen significant uplifts in campaign performance, up to +74% in brand favorability and +80% in purchase intent.
Various clients of GroupM agencies across the region have been quick to adopt this new targeting technology. Ten clients have used the technology so far, including leading multinational FMCG, QSR, Automotive and Financial Service brands, across multiple markets, including Singapore,The Philippines and Indonesia.
Matt Wigham, GroupM Deputy Head of Investment, APAC, said: “One of the key areas of focus for our business is to find innovative and ground-breaking solutions for our clients. Our clients are extremely excited to be able to trial and evaluate this new methodology for identifying and targeting key audiences at a campaign level to enhance the brand impact and drive greater returns in their campaigns. Data insights and targeting capabilities are core components of our agencies offerings enabled by [m]PLATFORM, and this partnership signals our intent to remain at the cutting edge.”
Unruly’s Chief Commercial Officer APAC, Phil Townend, said: “We’re really excited to be launching this ground-breaking solution for advertisers across South-East Asia. For the first time, advertisers across the region can apply psychographic, emotional and bespoke targeting to their digital video buys. In today’s frenetic 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 audiences.
“Emotion matters in marketing – it creates values and sets preferences. Inspires action. Drives sales. With the launch of this unique 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.”
How does UCA work?
Audiences are first defined, and identified among a survey panel of 500 nationally representative respondents. Unruly then profiles each audience, identifying the top characteristics for targeting – such as gender, age, income, personality type and contextual interests. When Unruly distributes the campaign, targeting is applied according to the profile of each audience, through a mixture of 1st and 3rd party data segments.
UCA 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.
UCA targeting can also be applied to programmatic campaigns through UnrulyX, the viewable video SSP. UCA is powered by data from Unruly’s own first party data management platform. In addition to custom audience targeting, video player formats and functionality are also optimised to ensure the campaign maximises viewer engagement and earned media.
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UNRULY, UNRULY CUSTOM AUDIENCES, UNRULY EQ, UNRULY ACTIVATE, UNRULY IN-STREAM, UNRULY IN-PAGE, UNRULY IN-ARTICLE, UNRULYX 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.