Unruly / About us / News / Unruly Partners With BallBall, Fox Sports, Goal.com, FourFourTwo & MSN Sport To Create Premium Sports Marketplace In SEA

Unruly Partners With BallBall, Fox Sports, Goal.com, FourFourTwo & MSN Sport To Create Premium Sports Marketplace In SEA

This UnrulyX Premium Marketplace gives South East Asia advertisers access to quality, brand safe environments, with a potential audience of 100 million users across the region

SINGAPORE – 18th May 2018 – Unruly has partnered with BallBall, FOX Sports, Goal.com, FourFourTwo and MSN Sports to create Asia’s leading World Cup sport publisher marketplace for outstream video ad inventory.

The UnrulyX Premium World Cup Sport Marketplace will be the exclusive place to collectively buy desktop and mobile outstream video inventory across the region, guaranteeing video ads appear within high-quality football and sports editorial covering the breaking news and analysis from the event.

The marketplace aims to meet the increasing demands of the ad industry for premium video ad formats on trusted, brand-safe sites with the ease and precision targeting of programmatic buying. Quality will be independently verified by MOAT.

Like Unruly’s Verified Marketplace – launched in partnership with The Times, The Sun, The Guardian and The Telegraph in November 2017 – advertisers will be able to access this scaled, premium video opportunity through UnrulyX and apply unique emotional targeting segments provided by UnrulyEQ.

Unruly data shows that soccer-mad audiences across Southeast Asia hugely over-index for Inspiration, Exhilaration, Pride and Happiness with soccer-related content driving the high levels of emotional intensity and attention that advertisers crave.

Recent research from the Association of Online Publishers, Newsworks and Neuro-insight used cutting-edge biometric testing and found that ads placed in a premium context are viewed for longer, have higher engagement (+29%) and generate higher levels of left-brain memory encoding (+42%) than when those same ads are placed within social media.

By measuring participants’ brain responses to ads in different contexts, three key neuroscience metrics are measured:

  • Long-term memory encoding – Memory encoding is key because it correlates with decision-making and purchase intent. It is measured for both left brain (detail and language) and right brain (more global aspects of processing).
  • Engagement – Engagement is an indicator of how involved people are and is generally triggered by material that is of personal relevance.
  • Emotional intensity – Emotional intensity relates to the strength of emotion being experienced.


Phil Townend APAC CCO, Unruly said: “We’re delighted to be able to launch the UnrulyX Premium World Cup Sport Marketplace in Southeast Asia to allow our advertising partners to be able to capitalise on the passion of soccer-fanatics across the region.

By bringing together the biggest sport publishers across the region, we’re able to deliver huge scale, brand safety and engagement for advertisers in trusted environments. We know that emotional intensity drives long-term brand impact and context plus premium drives far better engagement levels and memory encoding than ads placed where users are ‘skimming social’”.


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 ourdata-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.