Premium publishers on bid caching, the open exchange and SSPs

Unruly’s latest Trust Talks event happened on the 6 November at the Hospital Club in London. The event featured four panels, all focused on the world of programmatic. It was standing room only at this massively popular event which brought together premium publishers and advertisers for open and honest discussions to take the industry forward.

The first panel was moderated by Adweek’s Ronan Shields, and addressed the issues and opportunities facing premium publishers in 2018.

For the panel Ronan was joined by Dora Michail, MD Digital, the Telegraph, Steph Miller, Head of Sales & Marketing Services at Zoopla, Danny Spears, Programmatic Director at The Guardian and Lauren Dick, Head of Emerging Platforms at MailOnline.

Ronan Shields (RS): What do SSPs have to do to differentiate in this day and age?

Danny Spears (DS): In order to understand where this is going we need to look at where we are today. Unfortunately we are still in a position of distrust, where there is real concern from premium publishers, as well as buyers and brands, as to what happens in the intermediary layer. Once you understand and acknowledge this, then you can form a clear view of the direction of travel.

Over the past three years we’ve [the Guardian] talked about three key strategic pillars; control, transparency and value. We still pursue these three pillars today however conversations around access to our own data, and having to continuously wrestle with vendors to stop them changing auction dynamics is exhausting. We’re moving to a world where the intermediaries need to become customer centric. Bid caching is a fantastic example of something that was done to benefit an intermediary which was then shoehorned into language to justify its value to me, which I don’t see, and that is exactly the opposite of where we need to be! It comes down to serving me as a customer, weaving into my stack and becoming a really important part of my strategy.

Danny Spears

Steph Miller (SM): I sort of agree, however I sort of disagree too! Yes, I think transparency is important however the market is saturated at the moment and in order to decide on who we want to use and test with, SSPs need to have a USP and give us a reason to test with them as it’s a long process which is difficult to do, expensive and time consuming. So you need to have a reason to try out new partners. If we hound these companies about telling us absolutely everything and not changing anything once we’ve partnered with them, then I think that stops them being entrepreneurial and coming up with new ideas, and ways in which we can work better together.

Dora Michail (DM): I think premium publishers have reached a point of saturation with regard to their ad stack. A year ago, we would have been open to having conversations about something that might interest a publisher. What interests premium publishers are ways in which they can get more value. We’re in a position where we need to take what we have and figure out ways to optimise it.  What we need from our ad tech stack is ways in which we can do that, and ways in which we can find value that also translates into value for the advertiser. It has to be reciprocal in order to continue to work. I think this is key for premium publishers, and should be the main thing that SSPs care about as we move into 2019.

trust talks panel

Lauren Dick (LD): I think, as premium publishers, we are all trying to bring advertisers closer to the supply and short circuit what is going on in between. The challenge that we have is that we’ve managed to complicate the complicated by adding layers of validation and mediation in between which blinds and confuses everyone. A lot of people didn’t understand it anyway, and we’ve now complicated it further with emerging technologies which are supposed to measure the problems that we have in the transparency of the supply chain. We’re making a further rod for our own back by putting these layers in between what should be a very simple supply chain.

RS: What do you all think of the transparency pact that the six exchanges signed?  Was this just more PR, or will it have a genuine impact on the way the industry operates?

DS: I want to take a huge amount of hope from it however, my concern is that it looks like more PR. The things we’re seeing played back in those statements are the things I’ve been asking for for three years and which I’ve largely been pushed back on. This is being struck at a time when Index has been called out on bid caching, and so I suppose I question the timing, and whether it’s been done for the right reasons. I genuinely hope the parties involved are committed, however the truth is we’ll only see changes based on their behaviour. Making a statement is one thing, but the behaviour and action must follow.

Dora Michail

LD:  I still think there are a lot of flaws in other technologies that are out there. If we take the time it takes to update brand safety as an example, it doesn’t allow for the real-time ecosystem. I think that it is largely an exercise in PR. It’s great to have a start which says this is what we are trying to do but I feel like it will go the way of many other initiatives where we all talk about it, know what it is, and know we should be adhering to it but nothing actually ever gets implemented.  

DS: I really believe the noise that was created around bid caching demonstrates a notable change in the way that the market behaves, which I take a huge amount of positivity from. It highlights the fact that now, if you behave in a questionable manner, then you will be called out for that behaviour. This is a fundamental shift, and a very healthy sign that the market is moving in the right direction.

RS: Do you find that the buy side want to plug directly into demand to avoid dealing with the SSPs?

DM: There are buying practices that have become the default and I believe it will take something quite significant to make those changes. Agency trading desks have spent a long time getting their tech, and the work they need to do for all their reporting, in order and we can’t underestimate the cost of switching that best practice that they’ve created for themselves. I think that’s quite a significant barrier to simplifying things because they’ve done a huge amount of work setting things up, and it works well for them.  

DS: The Guardian has an appetite to control technology as a means to execute its strategy which feels fundamentally important. However, we do question the need for us to go and integrate into DSPs directly. That’s what ad exchanges are very good at. It creates this amazing opportunity for a quality ad exchange who is completely transparent and trusted by it’s customers to actually differentiate from the rest of the market.  However, I suppose that does mean that it has to answer to our individual customer needs, and for me, that’s about making sure that I have access to data and that it’s woven into my strategy meaning that it becomes an inherent part of a larger engine rather than presenting itself as an engine as many ad exchanges have tried to do.

If you’d like to watch the full panel in action, check out the video below.

And we’re LIVE! Join us for #TrustTalks: The Great Programmatic Debate. We will be streaming all morning from 9am (GMT) until 12.Watch some of the world’s leading advertisers and publishers including Dentsu, Omnicom, Publicis, The Guardian, Mail Online, and The Telegraph tackle the most prevalent issues and questions being asked across the programmatic industry today.Check out the mornings schedule here: https://unruly.co/blog/article/2018/10/24/announcing-londons-trust-talks-panels/Hankering for more? Sign up for our Programmatic Predictions to get the rundown of what to expect from Programmatic in 2019! https://go.unruly.co/prog_predictions

Posted by Unruly on Tuesday, November 6, 2018

We have some really exciting news to share!

Recently four Unrulies were put forward for the UK TechWomen100 Awards 2018 which highlights the accolades of up-and-coming inspirational female tech talent, in order to help guide a new generation of female role models for the industry.

It is no secret that the technology industry lacks female representation at all levels, and the awards help to highlight successful and influential women, whilst serving as a platform for female technologists to shine.

The aim of the TechWomen100 Awards is to highlight the accolades of up-and-coming inspirational female tech talent, and create a new generation of female role models for the industry.

Elena Corchero, Gel Goldsby, Jade Vincent and Mariya Petkova from Unruly were all put forward and we’re excited to announce that they have all been shortlisted!

They now need your help to make it into the top 100!

Voting couldn’t be easier, just head here and select your winner from the list.

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.

MarTech.18 is the leading annual Adformatie event that explores digital transformation, and looks at the tools and techniques that are available to marketers in the fields of digital marketing, e-commerce, CRM and analytics.

The event takes place on the 11th of December in the Netherlands and will be a platform for companies to showcase new technologies that seek to make organizations run faster and smarter. They’ll also explore how ‘the new marketer’ combines data, tech and innovation with creativity and intuition.

Our Futurist Elena Corchero will be speaking at 10:15 on the impact that the connected home will have on marketing. She will demonstrate how new technologies including AI, AR, voice and IoT within the home are starting to disrupt traditional marketing efforts, and what steps marketers need to take in order to leverage these new technologies.

With a background in product development and wearable tech, Elena is interested in the sociological impact of emerging tech, and how the internet of things is shaping the future of advertising.

With a Masters in Material Futures from London’s Central Saint Martins, Elena’s career began as a Researcher at MIT Media Lab. She has since carved out a busy career as a tech consultant, developing prototypes and concepts for the likes of the BBC, Diageo, Unilever, Audi, and the London Olympics.

Check out the event

On 15th November our Associate Director of Strategic Sales Ella Gribben and VP of Insights Becky Waring will be talking at Mindshare’s Huddle 2018 along with the Visualogical team.

Huddle is a jam-packed event of intimate and no-holds-barred discussions about the future of media, and each year the event focusses on a different subject. This year the focus is on ‘The New Era of Influence’.

The session entitled ‘The Art of Science and Emotions’ will take participants on a journey that explores the different applications of emotional data and demonstrates how emotions provide the competitive edge in a brands media strategy, now and in the future.

From supercharging campaign effectiveness to creating visualisations of our subconscious, emotional data is the new secret sauce that marketers need to pay attention to.

Our expert panel will explore the different ways emotional data can be applied, and the art and science of emotions will be bought to life as the audience can test Unruly’s facial coding for themselves, or participate in Visualogical, and create a digital portrait of their subconscious!

The session will take place in area 62 at 12pm.

Check out the full agenda here.

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.

ABTA’s Over 50s Holiday Market conference, is an annual conference which focuses on key trends, travel insights and innovations for the over 50s.

The event helps companies to discover the importance of segmenting the over 50s market, including new ideas for reaching and engaging the over 50s and the over 70s, and what channels to use. It also covers key product trends, the rise of domestic tourism and how overseas destinations are working to attract this market. There will also be a focus on trends such as adventure travel, multi-generational holidays and the solo traveller.

Unruly’s VP of Strategy Nicola Spooner will be joining the travel innovations panel session at 4:15, leading the debate with an introduction on the innovative ways to engage with the over 50s, how they respond to content, and what their motivations are. She’ll also be speaking about what innovations in products, marketing and customer service, brands within this space should be aware of.

The panel will be moderated by Victoria Bacon, Director of Brand and Business Development, ABTA. The other speakers are Jennie Carr, Creative and Communications Director at Silver Travel Advisor, and Dr Daisy Fan, Lecturer at Bournemouth University.

Check out the full agenda here.

This week we sat down with Sadie Spooner from Unruly’s New York office to talk about trust in advertising, Unruly culture, and what life is like as a Partnerships Lead.

“When bad actors are being called out it must be scary for some, but it’s a huge opportunity for a company like Unruly”

Q: Hi, first of all, could you introduce yourself and tell a bit about what you do here at Unruly?

Hello! I’m Unruly’s partnerships lead in the US, based in our New York office. I help grow Unruly’s US business by overseeing commercial relationships with key partners. This includes our biggest advertiser, and our parent company News Corp.

Q: How did you find your way here?

I had a friend who worked at Unruly and loved it, so I had to check it out! When I came to London to interview for a role, I had never seen people walking around an office in jeans and trainers before! Not to mention all the exposed brickwork and an office pug! Everyone at Unruly seemed to genuinely love and care about their jobs. It clicked for me that life didn’t have to be all suit jackets and filing cabinets, so I made the move to Unruly. It was definitely daunting at first going from the most digitally savvy person in the room to the least, but I loved it.

Q: What notable roles did you hold prior to Unruly?

I started life on the advertiser side, graduating in marketing and working as a marketing manager for two national house-builders in the UK before joining Unruly. It was fun, I got to drive around the country doing the marketing for our housing developments and putting together show homes in beach towns, country villages, and big cities like Manchester and London. A lot of what I learnt translated across to my role at Unruly. I was responsible for hiring and managing our ad agencies, and choosing vendors, so I knew what a marketer was looking for in a partner before I joined Unruly.

Q: What draws you to this type of work?

Well for a start, this industry is fascinating. Did I dress up as an advertising salesperson when I was five? Obviously not (pop star). But the longer I’ve worked in this industry and the more I’m exposed to our leadership and decision making, the more I’ve realized we’re one of the good players. We’re building products that work for users, driving trust in advertising, supporting quality journalism, and doing right by advertisers, and that is fulfilling.

When bad actors are being called out it must be scary for some, but it’s a huge opportunity for a company like Unruly, who are committed to making advertising better. Personally, getting to work alongside powerful, historic brands like the Wall Street Journal, and making deals with the most sophisticated and discerning advertisers, is very exciting.

Q: With trust in advertising being a huge talking point recently what does it mean to you?

As a base line (and this should be obvious) if a company lies or doesn’t hold itself accountable for something that was misleading, it’s not a trustworthy partner. As a layer above, it should be possible to trust another business to do everything in its power to protect your reputation when you work together. I think that’s quite a difficult kind of trust to achieve in our industry, and that’s the type that gets broken when brand safety is lax, or controversial tactics are used without permission. Due to its rarity, I think that kind of trust isn’t talked about enough and is generally an undervalued component of a business partnership. However I think that’s beginning to change.

Sadie drinking a coffee in the Unruly New York office

Q: Tell us about something you’ve learned while working at Unruly.

I’ve learnt a huge amount about productivity from Unruly. This company is great at encouraging you to think about more productive ways of working like standing or walking meetings, setting clear meeting goals, and stand ups. It sounds simple but I feel like I’m three times more productive since being more cognizant of the way I’m working.

Q: What are Unruly doing to tackle fake news?

We’re in a very good place to tackle fake news. Literally, we’re in the same building as the Wall Street Journal! By working closely with our News Corp publisher partners we’re funding real journalism. One of the first steps we can take to fight fake news is to stop fake news being funded.

At Unruly, we are in a position where we can be picky with who we work with. We have always been stringent about the websites our ads appear on so we have no weird legacy long-tail sites. It’s much harder to catch and deal with on user generated websites like social networks and YouTube, so I think the right thing is happening. Pressure from advertisers and more premium businesses like News Corp will hopefully encourage those guys to step up their game and do what they need to do to.

Q: How does Unruly build trust with its customers?

We’re a company taking trust in advertising seriously, it’s not just our vision to be the most trusted marketplace, we’re injecting transparency into our comms with clients and engaging with advertisers about what trust in advertising means to them.

We recently held a Trust Talks event here in NYC with panels on the subject of trust in advertising, and transparency in programmatic buying. It was so interesting to get the views of panelists from ad agencies, advertisers, ad tech partners, and publishers and a lot of healthy disagreement! Another one is happening in London next month which I’m really looking forward to! We also just launched U7, a client council of the biggest heavyweights in our industry, which is designed to help clean up the advertising industry by making practices more transparent.

Q: Enough about work. It’s the weekend: what do you like to do in your spare time?

When I’m lucky enough to have a free weekend in the city it’s usually brunch with friends, a lot of walking around the city, maybe some shopping and later on bar hopping. After over two years of living in New York I’m still in awe every time I look up Lexington Ave and see the Chrysler building behind rows of yellow taxis!

Want to join the Unruly family? You’re in luck, we’re hiring! Check out our job page for the latest roles!

Our Vice President of Strategy, Nicola Spooner, recently took part in Nabs’ Fast Forward programme and spoke to us about her experience and what qualities she believes make a great mentor.

Fast Forward is an eight-week training programme that brings together delegates from across the media industry in the UK to work on a live brief for a charity. Each year is different and this time around, we tackled a brief from the suicide-prevention charity Campaign Against Living Miserably.

Being a mentor was an amazing experience for me, and something that I’d never done before. I learnt a lot about myself, how to work better with others, and how to pass my skills and knowledge in a helpful and engaging way.

Over the next few paragraphs I’ve listed five key qualities that I believe you need to have to be a successful mentor.

1. A great listener

The most important thing to consider when mentoring anyone is to identify how to get the best out of your mentees. During Fast Forward, the first thing I asked each member of my group was to name their top strength and then also something they wanted to get better at. Listening to them, and knowing those answers meant we put the right people on the right areas to deliver the best pitch possible. I also had everyone feel like they’d stretched themselves out of their comfort zones, which is where I believe the true learning really begins.

During the process I learnt that I am very much a “do-er” and like to get involved. Being a mentor meant I had to take a step back, listen, and allow the team’s ideas to steer the ship. I will be doing more of this from now on!  

2. A good communicator

Being a good mentor took more prep than I originally thought it would. During the process I was constantly aware of the time pressure and tried to build a good structure to each of the group sessions so we all remained on track. I also recommended frequent meet ups across the week to keep up momentum. We also created a group Whatsapp for quick communication, troubleshooting, and as a place to record ideas when we were not together.

3. Dedicated

The biggest challenge I found during the mentorship was absenteeism. When you have a team who are relying on each others contribution and one person doesn’t show up, that has an impact on everyone’s work. We all have things that come up last minute which can be unavoidable, but it’s how you deal with that to pick up the slack and deliver what you promised as quickly as you can.

Being a mentor means you have a responsibility to those who you are mentoring, it’s not something that you should take lightheartedly as people are relying on you.  You need to ask yourself if you can commit the time needed. With work commitments of your own it can sometimes be a challenge to stick to your promises but it is so worthwhile if you can.

4. Honest

I hope that my team saw me as someone who was able to offer a constructive view of their work so they delivered the best pitch they could. I’m quite a supportive person by nature but have learnt the value of good feedback. Delivering good, honest feedback meant the team were able to make informed decisions about the project. It’s really hard to see the bigger picture when you’re in it day-to-day, so an objective person is always beneficial.

5. Passionate

I felt very passionate about the whole experience and believe this was the key to leading my team to success. I truly wanted us to win and wholeheartedly believed we would. It was great to feel inspired by the hard work and original thinking that the team delivered. The cause was Male Mental Health and we got so involved in the brief that the stakes felt high as we really wanted to make a difference to such an emotive and valuable cause. It’s good to care that much about your work.

Check out the Campaign article to find out more about Nabs’ Fast Forward programme and the mentors.

Unruly encourages staff to use the skills and knowledge that they have built up at Unruly, and throughout their careers, to help and encourage others in our communities, and the wider industry. Interested in working for us? Take a look at our latest job opportunities.

Earlier this month our Executive Director of Strategic Partnerships APAC Greg Fournier, and P&G’s Associate Brand Director Dominique Touchaud took to the stage at FUTR’s Asia Summit in Singapore. They delivered a brilliant presentation on the role of culture in advertising, and how it can define success or failure in marketing campaigns in Asia.

The presentation was delivered to a packed room, and the pair received great feedback from a number of audience members on their theories, insights and examples.

Over the next few paragraphs we’ve pulled out some of the key messages and takeaways from their presentation, with a number of ad examples, including one of our all time favourite ads from HSBC.

Why does culture matter?

Culture is informed by a society’s customs and traditions. It’s revealed through a society’s artistic and intellectual achievements, and is maintained by a series of behavioural codes passed down from generation to generation.

Paying attention to culture in advertising is extremely important for brands that work on a global scale, especially if your brand is working in markets that are culturally different to where they are based. Messages, symbols, rituals and even colours can have significantly different meanings and messages across cultures.

We’ll let HSBC break it down for you…

Head & Shoulders in Israel

P&G did a great job of leveraging culture in their 2015 campaign for Head & Shoulders that ran in Israel. In the Jewish tradition before Passover, Jews search their homes for any crumbs of bread which, according to tradition, must be eliminated. By leveraging this insight P&G made the search for flakes of dandruff a new addition to the tradition!

They did this by sponsoring Passover kits, which included Head & Shoulders samples, and made them available for free. P&G achieved a seamless brand association which fitted both the cultural moment and the brand truth. After this campaign market share for the shampoo grew 35% year-on-year. As a result, sales of Head & Shoulders in Israel have remained high as consumers recognise the purpose of the product and become familiar with using it as part of their daily routines!

Storks and peaches

The above is a great example of how P&G used cultural knowledge to grow sales. There have however been times when the company has got it wrong. One famous campaign which P&G ran for Pampers in the mid-1970s completely flopped in Japan as the nappy brand hadn’t paid attention to the country’s culture. The ad in question saw a stork fly through the air to deliver nappies to a mum.

While the image of a stork delivering newborn children is understood in the US and Europe, it’s not a universal idea. Unfortunately for P&G, the idea of storks delivering babies doesn’t exist in Japan.  Instead Japanese folklore tells of newborns arriving courtesy of a giant peach floating down the river, which seems a far safer method than stork-powered air travel. Peaches, not storks, bring the babies in Japan, and consumers responded by ignoring the ad. 

Seeing things differently

Assumptions about different cultures vary greatly depending on where in the world you’re from. In one study a group of people from Japan and Mexico were asked what they thought of Americans. The Japanese said they were relaxed, friendly, spontaneous, uninhibited, emotional and impulsive. The Mexicans said they were hurried, serious, reserved, restrained, composed and methodical. Researching your target market is extremely important before you run an ad campaign. Even if you think you know about the market you are targeting.

Another thing to remember when looking at different cultures is that their perceptions of the world and what they see can vary vastly. This can be seen through the Michigan Fish test (yes, this is an actual thing). Take a look at this image…

How would you describe it?

Americans referred to the attributes of the target fish saying they saw; ‘three big fish heading left’. The Japanese referred to the background and contextual information as well as the target fish attributes saying; ‘there is a pond where you see some seaweed, there are big and small bass swimming, and a small frog and snail are at the bottom. This test shows the broad spectrum of interpretations that are possible when they’re shaped by culture.

Culture connections

Unruly recently partnered with Mediacom to carry out research around culture connections to reveal insight into the national psyche that underpins consumer attitudes. We categorised the research into nine dimensions, split between how people feel and how people act. This research allows us to see the correlation between emotions and culture in advertising.

If we look at the ‘Identity’ dimension as an example, it measures the strength of a nation’s self-image. ‘Fixed’ societies have very clear identities rooted in tradition; they see no reason to change or evolve. Examples include Venezuela and Colombia. ‘Flexible’ countries, however, are always looking to adapt and improve. They might have traditional values, but they are interested in moving with the times. Examples include Japan and Taiwan.

1 Cannes Winner… 3 Territories

Our UnrulyEQ team recently analysed the following P&G Libresse Blood ad which was a winner at this year’s Cannes Lions festival, in order to discover how it resonated with audiences. Take a look at the ad and think about how it makes you feel.

By looking at the correlation between emotion and culture the team found that because the UK has an individualistic culture. One of the overriding emotions when people watched it was of confusion as the ad is based around a collective of women battling against their body. For many women in the UK this is not an issue, and not something that they would necessarily talk about or embrace with others.

However, in collective cultures like India and Singapore, the ad evokes emotions of inspiration and pride as the message and feeling of collectiveness resonates with women from these cultures. How did you feel when watching this ad? Do you think the emotions you felt reflect the culture you live in? It’s important to remember that even the best videos in the world don’t always perform well across borders. Although Libresse Blood was a Cannes Gold Lion winner, it had very different emotional responses in UK, India and Singapore.

Emotions are often informed by culture and as we know, emotions drive engagement, brand recall, and purchase intent. Understanding and quantifying culture in advertising helps to define the relevant emotional palette a brand can use with a particular audience.

What have we learnt?
  • The interplay of cultural dimensions in advertising is hugely complex!
  • Ads can perform very differently even in cultures which are perceived to be more or less similar.
  • Never assume – examine for cultural resonance on an ad-by-ad basis.

We’ll leave you with an ad from Vicks that was one of our favourites from last year, which really illustrates the emotional and cultural learnings on India.

Want to know more about the link between emotions and culture in advertising? Click here to get in touch.