News Corp Australia and Unruly launch revolutionary new data-powered tool for Australian marketers

UnrulyEQ+ combines data and insight from News Connect and UnrulyEQ

Driven by the combined assets of UnrulyEQ – a unique suite of emotional testing and targeting capabilities, and News Connect – News Corp Australia’s audience targeting and campaign activation platform, UnrulyEQ+ is Australia’s most advanced toolkit for creative and media optimisation.

UnrulyEQ+ allows advertisers to test and optimise video content for emotional impact, identify the key triggers for a desired audience and match this data with News Connect data to build powerful audience segments of viewers who are most likely to engage with the campaign.

Speaking about the launch of UnrulyEQ+, Ricky Chanana, Managing Director AUNZ, Unruly commented: “By joining forces with our News Corp Australia family, we’ve created an incredible targeting product for Australian marketers. UnrulyEQ+ combines the entire suite of UnrulyEQ insight and optimisation products with valuable News Connect data for targeting. The fact that we can then apply that targeting not only across News AU sites but also the entire Unruly network as well, this is really going to blow some minds.”

News Corp Australia’s Managing Director of Digital Solutions Neil Robinson said: “Our marketing partners tell us they need safe, trusted environments to deliver their video content.

They also need innovative targeting solutions for audiences that deliver on their marketing outcomes – awareness, consideration and action. UnrulyEQ+ delivers truly unified and qualified video targeting to engaged audiences in safe premium publisher environments. This marriage of capabilities means UnrulyEQ+ is uniquely positioned to deliver premium ROI.”

By combining Unruly’s expertise in understanding cognitive and emotional triggers, together with cultural data from the Hofstede Insights, thanks to an exclusive relationship with MediaCom, UnrulyEQ+ allows advertisers to overlay News Connect data in a true end-to-end insight solution for optimising video campaign strategy.

News Connect combines audience demographic, behavioural and transactional data from 12 million Australians every month across News Corp Australia’s properties with transaction, search and behavioural data from selected strategic partners.

UnrulyEQ is a product suite which delivers higher emotional impact and better business outcomes for advertisers using the power of video. UnrulyEQ uses a combination of audience panels, facial coding and machine learning to help advertisers understand the emotional triggers in their advertising and build out target audiences for campaign distribution. This tool is complemented by Unruly Edit Suite, which provides content optimisation solutions based on the emotional data.

UnrulyEQ+ was unveiled at Come Together, the annual showcase hosted by News Corp Australia in Sydney and Melbourne, and is available to buy now from Unruly.

Click here and fill in the form to speak to one of our team and find out more about our UnrulyEQ+ offering.

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