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Unruly Applies MediaCom’s Groundbreaking Cultural Insights To Testing And Targeting Solutions

Unruly, the global video marketplace you can trust, launches first cultural targeting capability at the Asia Pacific Media Forum (APMF) in Bali.

Advertisers can also use an algorithm to maximise local impact of their video content, using testing solution UnrulyEQ Max.

Bali, Indonesia – May 2nd 2018 – Did you know that Indonesia is one of the most collective cultures in the world, second only to Nigeria? This means Indonesians put the welfare of their community or group first, rather than the specific wants or needs of individuals within it. Philippines and Thailand are also highly collective, while Singapore is more towards the individualistic – they place more emphasis on personal freedom, and rely more on the state than on their network.

Such unique insight into how culture in the various SEA countries compares with other countries around the globe has been used to create two new products, launched today at the prestigious APMF Conference by trusted video marketplace, Unruly. These products are designed to help advertisers maximise the impact of their video content and target cultural audiences at scale.

The News Corp-owned company has applied these and many more cultural findings from across the world to its video content testing solution and targeting segments. Unruly can do this thanks to its exclusive access to MediaCom’s groundbreaking Cultural Connections research, created in conjunction with the world-renowned cultural specialist firm Hofstede Insights.

Part of its UnrulyEQ Max testing solution, cultural insights is an algorithm that tells advertisers how well their video content will resonate across 52 different markets around the world, allowing brands to adapt their content at the pre-testing stage for maximum cultural effectiveness worldwide. Marketers will gain insights about the territories on which they should focus the majority of their distribution budgets.

Unruly has also applied its exclusive cultural insights and data to its video targeting segments, helping brands and agencies to target cultural groups within different markets around the world.

These off-the-shelf, first-party data segments, help advertisers maximise campaign performance and reduce media wastage by targeting audiences where their content will have the most cultural affinity.

Speaking from Bali, Phil Townend, Unruly’s CCO for APAC, said, “Thanks to our unique access to MediaCom’s groundbreaking Cultural Connections data, video advertising has just become a lot smarter and our UnrulyEQ cultural testing and targeting product is available to all agencies and clients worldwide.

In this APAC melting pot of culturally diverse markets, it is more critical than ever to understand how video creative will perform before media dollars are deployed, and then use our UnrulyEQ cultural targeting segments to maximise the impact of the ads even in situations where videos have to be deployed across many markets.

We can find pockets of ambitious individualists in collectivist markets, find fashionistas in markets where function reigns and use these insights and targeting capabilities to revolutionise programmatic video into a more personalised one to one medium.

Our recent large scale audit of campaign performance done with marketing science institute Nordakademie shows that this cultural, emotional and personality based targeting drives marked uplifts in video and brand metrics allowing our advertisers to hit their KPIs more effectively and target receptive audiences at scale.”


About APMF

  • APMF is a once every two-year gathering of communication channel specialists, brand owners, publishers, and digital trendsetters

  • APMF is one of the most well-executed media forum in the Asia Pacific region with world-class speakers and industry experts. Organized by industry professionals as our pro bono ’ labour of love’ project, they design the forum to deliver the most relevant and inspiring content experience for stakeholders in the industry.

  • It is the gathering of who’s who in marketing, advertising and media industry. In fact, since APMF’s first inception in 2005, the delegates attending the forum have been those who are in control of more than 90% of advertising media budget in Indonesia and those who are highly influential decision makers from across the region.

  • It highlights trends on shifting media landscape, consumer speed of adoption and their impact to business.

About Unruly

Unruly is the video marketplace you can trust to move people, not just reach people.

We help the world’s biggest advertisers engage global audiences by harnessing the power of our data-powered video marketplace, UnrulyX, on brand-safe, premium sites, while helping top publishers better monetise their audiences. Our superpower is emotional testing and targeting via UnrulyEQ,which leverages over a decade of video data and almost 2.2 million viewer reactions to videos to provide deep analysis of metrics that matter, enabling us to deliver better targeting and higher campaign ROI at scale.

Unruly was founded in 2006 with a mission to transform advertising for the better. We’re passionately committed to encouraging and celebrating diversity and wellbeing through our inclusive and nurturing company culture.

Unruly was acquired by News Corp (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) in 2015 and now has over 350 Unrulies doing amazing things across more than 20 locations worldwide.