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Unruly Adds Cultural Insights to Test / Target Tools

May 2 2018

Video ad distribution and tracking platform Unruly has launched a cultural targeting capability, to help advertisers reach audiences with the most culturally appropriate content.

Phil TownendNews Corp-owned Unruly has tracked 'trillions' of video views using a proprietary measurement platform and analytics dashboard. Its Unruly Pulse tool analyses emotional response to video ads, and the resulting trends, providing marketers with comparative data-driven insight into the cultural, seasonal and demographic drivers of video engagement, and comparing brand metrics with those of their competitors.

The company has exclusive access to MediaCom's Cultural Connections research and has applied these insights to its UnrulyEQ Max video content testing solution and targeting segments. Part of UnrulyEQ Max is an algorithm that tells advertisers how well their video content will resonate across 52 different markets around the world, allowing them to adapt their content at the pre-testing stage, and helping focus budgets on specific territories. Unruly has also applied its cultural insights and data to its video targeting segments, helping brands and agencies to target cultural groups within different world markets.

Phil Townend (pictured), CCO for APAC, said: 'In this APAC melting pot of culturally diverse markets, it is more critical than ever to understand how video creative will perform before media dollars are deployed, and then use our UnrulyEQ cultural targeting segments to maximise the impact of the ads even in situations where videos have to be deployed across many markets. We can find pockets of ambitious individualists in collectivist markets, find fashionistas in markets where function reigns and use these insights and targeting capabilities to revolutionise programmatic video into a more personalised one to one medium'.

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.

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