Unruly Debuts Emotion-Based Targeting in Australia

London-based video ad distribution and tracking platform Unruly has rolled out a new capability called 'Unruly Custom Audiences', in Australia. The tool helps advertisers connect with those consumers most likely to experience a strong emotional connection to a specific video.

Unruly, which was acquired by Rupert Murdoch's media group News Corp in September, tracks two trillion video views using a proprietary measurement platform and analytics dashboard. Clients use this to measure the impact of their social media video strategies against those of their competitors. In addition, the company uses historical sharing behaviour to predict the potential for video ads to go viral across digital media.

The new Custom Audiences offer uses data from the company's predictive algorithm ShareRank, to enable advertisers to predict the 'shareability' of their video content prior to launch. WPP firm MediaCom will be the first agency to use the new targeting capability in Australia.

Commenting on the launch, Unruly's Australia & New Zealand MD Lance Traore (pictured) said: 'Consumers who are more emotionally engaged with a branded video are more likely to share the video, more likely to remember the brand, and more likely to buy the product. For the first time, brands and media agencies can use the results of content testing to apply emotional targeting to their video buys'.

Web site: www.unrulygroup.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.