Unruly Launches Emotional Intelligence Measure

London-based video ad distribution and tracking platform Unruly has launched two products which it claims will bring 'emotional intelligence' to digital advertising.

Acquired by Rupert Murdoch's media group News Corp last year, Unruly tracks 'trillions' of video views using its proprietary measurement platform and analytics dashboard, allowing brands and agencies to measure the impact of their social media video strategies against their competitors. The new content testing tool, 'Unruly EQ' has been developed in partnership with Nielsen, emotional analytics company Affectiva, and music data analysis specialist Moodagent. The tool uses a combination of biometric, neurological, emotional and audio testing methods to evaluate, predict and improve the emotional impact and brand effectiveness of video ads.

The second launch is 'Emotional PMPs', a series of curated private marketplaces - created in collaboration with Ohio's Kent State University - that help marketers match their ads with the mood of their audiences. Unruly says that by targeting consumers within environments where they are most likely to connect emotionally with a specific ad, brands will be able to further boost the ROI of their ad campaigns.

Unruly co-CEO Sarah Wood (pictured) comments: 'By launching Unruly EQ for testing content and Emotional PMPs for distribution, Unruly brings end-to-end emotional intelligence to digital advertising. Programmatic advertising needs to evolve if brands want to make a meaningful connection with consumers - that's why emotional intelligence is just as important for distribution as it is for content creation. With Emotional PMPs, advertisers can get in sync in with the mood of their viewers and massively increase viewer engagement'.

Web site: www.unrulymedia.com .