Case Study: How we took Huawei’s brand global with UnrulyX

Huawei is a leading global provider of information and communications technology infrastructure and smart devices. With integrated solutions across four key areas; telecom networks, IT, smart devices, and cloud services.

Unruly started working with Huawei on global video campaigns in 2015. Since then, 19 campaigns have been distributed across 10 markets in Europe, Asia and North America.

The power of environment

UnrulyX helped Huawei to grow its brand, and ensure it communicated the right messages to the right audience, by delivering more than 15 million views to high profile premium publishers and brand safe environments.

At Unruly, we know that the environment of an ad is extremely important. The content that your ad sits next to can greatly affect how it’s perceived. Studies prove that ads delivered in premium environments produce greater levels of engagement and long-term memory encoding among consumers, compared to ads on other sites.

Harnessing the power of emotional data and targeting

In 2018 Huawei launched ‘The All New Huawei P20’ campaign in Singapore, and created a number of ads which evoked the emotions of amazement and inspiration.

Huawei’s campaign aimed to encourage engagement and drive completion rates of its video within a niche audience. To achieve this, it partnered with Unruly to harness the power of emotional data and targeting.

UnrulyX private marketplaces seeded the ad in premium, contextually relevant sites. UnrulyX private marketplaces are made up of groups of premium publishers which resonate with a campaign’s target audience.

A 30-second version of the Huawei’s P20 ad was distributed at scale across Unruly’s Premium Publisher Network.

Outstanding results

The campaign delivered an outstanding 1,266,864 full completed views of the 30-second video.

The completion rate was 71% exceeding our benchmark of 55.46%.

The MOAT viewability rate was 75%, which was well above the benchmark of 58.8%.

15,384 viewers interacted with the ad, and there 11,592 clicked through to the website.

Jan Harling, Global Media Investment Director at Huawei had this to say about our partnership:‘Unruly has been a strategic partner we have cooperated with on various campaigns on a global level. They are not only extremely proactive and supportive to deliver more than just views, but also offer support and creative advice that helps to elevate our efforts to the next level.’ 

Check out the UnrulyX and Huawei video case study.

Click here to get in touch and find out how we could help supercharge your ad campaigns.

Check out our other case studies.

At ATS London on 10 September, 2018, Ronan Shields, staff writer AdWeek, moderated a panel discussion on the mechanics of publisher monetisation.

He was joined by Karen Eccles, director of digital sales and innovation at The Telegraph; Damon Reeve, CEO, The Ozone Project; Jason Trout, EMEA MD, Unruly; and Jourdain Casale, VP of global intelligence at Index Exchange.

You can watch the full panel below which covers new marketplaces, PMPs versus programmatic and publisher monetization opportunities.

Check out Jason’s thoughts on the panel here.

On 6 November we kick off our next Trust Talks event in London. On a scale of 1-10, how excited are we to bring this event back to the UK? We reckon about 15! This edition of Trust Talks is focused on all things programmatic!

The programmatic advertising ecosystem can be a confusing place – so full of acronyms, vendors and platforms that it can be hard to know who (and what) you can trust. The issues of brand safety have dominated the headlines in recent times, and this is only becoming more of a concern as programmatic buying continues to scale.

In light of this we decided it was time to bring influential figures within the programmatic sphere in the UK together under one roof for the morning to discuss the problems and opportunities that programmatic is facing, and how we can work together as an industry to either solve or embrace them.

We will be hosting a number of panels throughout the morning to discuss and tackle some of the most prevalent issues and questions being asked across the programmatic model. Take a look below to find out who will be speaking, and what each panel will cover.

Trust Talks: The Great Programmatic Debate will be live streaming via the Unruly Facebook page from 9-12 on Tuesday 5th November!

09:10 – 09:40: Adtech 2018 – impressions from the sell side

Adtech 2018 - impressions from the sell side panel

Moderated by Ronan Shields, Ad Tech Reporter, Adweek. This panel will address the issues and opportunities facing premium publishers in 2018. From the rise of initiatives such as ITP from Safari restricting ad opportunities on mWeb, right through to the complex landscape of unified yield management, also known as header bidding. The panel will discuss life post-GDPR, the rise of 2nd party data marketplaces, and why publisher coalitions are so hot right now. 

Speakers:

  • Dora Michail, MD Digital Telegraph
  • Steph Miller, Head of Sales & Marketing Services, Zoopla
  • Danny Spears, Programmatic Director, The Guardian
  • Lauren Dick – Head of Emerging Platforms, Mail Online
09:45 – 10:15: Identity, the quest for an open & alternative ID continues

Identity, the quest for an open & alternative ID continues panel

Moderated by Paul Gubbins, Programmatic Lead, Unruly. This panel looks at where we are as an industry in the quest for an alternative and open ID. They will challenge the idea that life post-cookie will challenge visibility for both buyers and sellers, unless they operate within walled gardens. The panel will also explore ID portability, and how initiatives from bodies such as the IAB Tech Lab will tackle areas of concern such as digital ID management, privacy legislation and the explosive growth of connected devices.

Speakers:

  • Nigel Gilbert – Chief Market Strategist, AppNexus EMEA, A Xandr Company
  • Shane Shevlin – SVP Strategic Development, IPONWEB
  • Matt Simpson – Joint CEO Investment Omnicom
  • Morwenna Beales, VP ID5
10:35 – 11:05: Exchanging views, thoughts from the buy side

Exchanging views, thoughts from the buy side panel

Moderated by Vincent Flood, Editor, Video Ad News. This panel will discuss in detail the ever-changing programmatic landscape and look at best practice examples from those on the buy side. it will address topics such as auction mechanics like bid caching and shading, releases such as ITP from Safari, and the emergence of new transaction models such as programmatic guaranteed. This panel will also discuss preferences for 1st versus 2nd price auctions, and how initiatives such as ads.txt have changed the way traders buy.

Speakers:

  • Matt Bushby, Head of Programmatic, MediaCom
  • Charlie Glyn – Head of Programmatic, Havas Media Group
  • Simon Harris – Head of Programmatic, Activation Dentsu Aegis
  • Emily Macdonald – SVP Precision EMEA, Publicis Media
11:10 – 11:40: Why emotions matter in an age of automated advertising

Why emotions matter in an age of automated advertising panel

Moderated by James Chandler – CMO, IAB. This panel will focus on how marketers are showing an increasing appetite to understand the connection between consumer emotions and digital advertising.

Post-GDPR, and pre full roll out of the CCPA, dependencies on 3rd party data sets have been wound down. Marketers and agencies are now looking for signals familiar from traditional advertising buys, but that are often overlooked in programmatic. Featuring pioneering insight from UnrulyEQ, this panel will discuss the rise of AI and what using traditional targeting methods via modern programmatic technology actually means for those on both the buy and sell sides.

Speakers:

  • Liam Brennan, Global Director of Innovation, MediaCom
  • Becky Waring, VP Insight, UnrulyEQ
  • Anna Forbes, UK general Manager, The Trade desk

11:40 – 12:00: Closing remarks and refreshments

Trust Talks: The Great Programmatic Debate will be live streaming via the Unruly Facebook page from 9-12 on Tuesday 5th November!

Click here to find out more about this event.

Recent growth of audience targeting and programmatic implementation has downgraded the importance of environment as the focus for advertising placement. However, we believe that the value of environment in advertising is still an extremely important factor to consider when you are planning an ad campaign.

Recently there has not been much of a focus on the importance of environment in advertising. However there have been a number of independent studies that show the value of context in digital environments on a number of key business and brand measures.

The importance of context

Before we dive into the importance of context in advertising we need to understand how context affects the way we perceive information.

“Information is not processed neutrally. We are swayed by contextual cues.” – Richard Shotton, Deputy Head of Evidence at MG OMD

Take a look at these symbols…

The CAT symbolsTo most people when they look at the above symbols together they read ‘THE CAT’. However if you look closely you can actually see that the same symbol is used for the ‘H’ in ‘THE’ as the ‘A’ in ‘CAT’. Most people can’t tell this on first glance as our brains immediately see ‘THE CAT’ as we try to make sense of the symbols. This exercise demonstrates the impact that context has on our perception of information. 

Original beats social

“Content builds relationships. Relationships are built on trust. Trust drives revenue.” – Andrew Davies, Marketing Keynote Speaker

In 2012 AOP and comScore carried out a study to discover levels of trust among consumers. They found that 30% of consumers trusted publishers on social networks. Compared to 60% who trusted publishers on original content sites. Furthermore they found that only 23% of consumers trusted advertising they saw on social networks. While 45% of consumers trusted advertising they saw on original content sites.

The study also found that original content sites saw a 23% uplift over social networks in the usage of branded search terms. Consumers were also 153% more likely to visit an advertiser’s site after seeing their ad on an original content site, compared to social networks.

These results all point to the overwhelming fact that advertising on original content sites is measurably more effective versus other online media in delivering on all levels of the purchase cycle. From awareness all the way through to making a purchase.

So, where does the market stand on trust?

We ran a study in 2018 to find out how consumer trust has changed. We found that 43% of consumers say their trust in advertising on social media has fallen over the past year. 61% of consumers believe that more than 50% of the information they read on social media is fake.

These figures are not surprising given the amount of negative press that has surrounded social networks over the past year. Including the Cambridge Analytica and Facebook scandal, brands boycotting YouTube due to their ads being displayed alongside inappropriate content, and the rise in fake news appearing on social networks.

The study also found that trust amongst consumers was 68% higher for information that appears on newspaper sites compared to social media. Reinforcing the fact that consumers still believe that premium environments offer higher credibility.

Why are premium environments still so effective?

As people aren’t aware of the way in which context impacts their perceptions, it can be hard to articulate why premium environments are so effective. However, removing explicit and conscious responses can give us a greater understanding of their impact.

In 2018 Newsworks ran a study by gathering data from consumers brains when they viewed ads in different environments. We created the below graph from the data they collected in order to show how ads in premium environments produce greater levels of engagement and long-term memory encoding amongst consumers compared to ads on social networks.

2018 Newsworks study graph

As we’ve seen, rather than just serving your ad to the right person, with the right message, at the right time, you also need to consider that it’s in the right place. It’s an overused phrase, but context is still king and the value of environment in advertising is still extremely important. With trust being at the forefront of consumer’s minds, especially when it comes to social media, it’s important to consider which environment you decide to post your ad on as it could make or break an advertising campaign.

To find out more about the importance of trust and environment in advertising, and to discover our unique emotional testing and targeting capabilities, exclusive premium inventory and industry-leading brand safety certifications, head over to our advertisers page or get in touch with one of our team filling in your details on our contact us page.

The Super Bowl is the most anticipated sporting event of the year…. unless it’s an Olympics year.  But what are the Big Game do’s and don’ts that Olympics advertisers can apply to make the most of their summer campaigns?

Well since the Olympics ads have beaten the Super Bowl videos hands down – we’ll share 3 tips Super Bowl brands can apply in 2017 too!

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