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Unruly announces major APAC expansion

Runaway internet growth across the region and tentpole global events spur boost in digital.

During Q2, Unruly will grow into three locations in two new territories: Thailand and Indonesia. A new presence in Brisbane complements Unruly’s existing offices in Sydney and Melbourne.

Commenting on the expansion, Phil Townend, Chief Commercial Officer, APAC for Unruly said: “This is a fantastic piece of news, not just for Unruly but also for brands and agencies who want to access some of the fastest growing consumer audiences in the region. With our years of expertise in programmatic video distribution at scale and deep understanding of human behaviour in our audience targeting, Unruly is ideally placed to guide local brands through their digital marketing strategies as well as give our global brand clients more support across the region.”

With some major global events on the horizon, regional and international brands will be keen to capitalise on the interest in tentpoles like the Rugby World Cup in November and the Tokyo Olympics in 2020. “Unruly’s unique emotional testing and targeting capabilities, together with our exclusive access to cultural insights from Hofstede Insights, make Unruly a natural partner for brands looking to localise campaigns and engage with new audiences in brand-safe, premium environments,” added Townend.

Home to 60% of the world’s population, APAC represents the fastest growing internet population [Google]. Mobile ad spend in the region is growing at a rapid pace with Indonesia set to hit $605m by 2022 [eMarketer], while digital ad spend in Thailand has grown by 30% annually for the last five years [Kantar].

Pubmatic’s 2019 Global Digital Ad Trends Report predicts Indonesia will see rapid growth in the programmatic sector – estimating that total spending on programmatic ads in Indonesia will increase by 89%, to approx. $500m this year.

Unruly already has operations in Japan, India, Malaysia and Australia, with the regional headquarters in Singapore and reaches 392.7m in the region with 2.5bn local impressions per month.

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