Unruly Launches Custom Audience Targeting in SE Asia

London-based video ad distribution and tracking platform Unruly has launched a new targeting capability, to help advertisers across South East Asia connect with those consumers most likely to emotionally engage with a specific ad.

Unruly, which is owned by Rupert Murdoch's News Corp, 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 firm's new Unruly Custom Audiences (UCA) solution uses data from the company's content evaluation tool Unruly EQ to target those people most likely to engage emotionally with specific video. Audiences are first defined and identified among a survey panel of 500 nationally representative respondents: Unruly then profiles each audience, identifying the top characteristics for targeting - such as gender, age, income, personality type and contextual interests. When it distributes the campaign, targeting is applied according to the profile of each audience, through a mixture of first and third-party data segments. WPP's media investment management operation GroupM is the first to use the new targeting technology.

Commenting on the launch, Phil Townend (pictured), Unruly's Chief Commercial Officer APAC, said: 'Emotion matters in marketing - it creates values and sets preferences. Inspires action. Drives sales. With the launch of this unique targeting capability, Unruly advertisers now know how, why, where and with whom their ads are resonating. And they can use Unruly's distribution platform to optimise their digital video distribution on a creative-by-creative basis to reach and engage the sub-segments of their audience most likely to respond positively to the content'.

Web site: www.unrulygroup.com .