Video ad tech firm launches new targeting
capability which connects advertisers with viewers most likely to
engage emotionally with a specific ad; Unruly’s technology allows
brands and media agencies to apply emotional intelligence to paid
media for first time
Video ad tech company Unruly today announces they have partnered
with MediaCom to launch Unruly Custom Audiences, a new targeting
capability that helps Australian advertisers connect with consumers
most likely to emotionally engage with a specific ad.
Unruly Custom Audiences targets across paid media the Australian
consumers most likely to experience a strong emotional connection
to a specific video, maximising brand recall, earned media and
purchase intent. Video player formats and functionality are also
optimised to ensure the campaign maximises viewer engagement and
earned media.
MediaCom will be the first agency to use the new targeting
capability in Australia for a campaign it’s running with Westpac
bank promoting the third season of Air Rescue, a documentary series
airing on Channel 7 featuring the crew of the Westpac Lifesaver
Rescue Helicopter Service (WLRHS). The online video campaign
launches on Wednesday (December 2).
Tom Robinson, Head of Content Strategy and Distribution at
MediaCom Australia, said: “The launch of Unruly Custom Audiences
means we will now be able to find out how, why, where and with whom
our customers clients’ ads or video content are resonating.
“We can also use Unruly’s distribution platform to optimise our
digital online video distribution to reach and engage the
sub-segments of their audience most likely to emotionally engage
with the content.”
Unruly’s Australia & New Zealand MD Lance Traore said: “This
is a transformational targeting capability for the advertising
industry. For the first time, brands and media agencies can use the
results of content testing to apply emotional targeting to their
video buys. In today’s frenetic, cluttered media landscape, brands
that want success on social media and memorability at the point of
purchase need to create and distribute contagious content that
makes a deep emotional connection with their audience.”
Unruly Custom Audiences - which uses data from the video ad tech
company’s predictive algorithm, Unruly ShareRank™, created using 2
trillion tracked views and over 395,000 consumer data points - was
launched in the UK, Germany and US earlier in the year and has
already delivered significant uplifts in campaign performances.
These include a snack food video campaign which saw a 63%
increase in brand favorability and purchase intent, and a personal
care brand which saw a 155% increase in brand favorability and an
85% increase in purchase intent.
Over the last decade, academic and industry studies have
repeatedly shown the effects of emotional advertising on a variety
of brand and business metrics. A study by Pringle & Field found
‘emotional campaigns outperform on almost every metric’ including
profitability, while recent research from Dr Karen Nelson-Field,
Director at the Centre for Digital Video Intelligence, has found
that ads which elicit strong emotional reactions are twice as
likely to be shared than those which elicit weak responses.
Traore added: “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
marketers, this means more engagement, more earned media and,
ultimately, more sales. Digital marketers recognise that even the
highest quality content needs to be paired with a repeatable,
scalable distribution strategy and that’s why we’ve mapped our
content evaluation dataset to our distribution platform - we’re
helping advertisers to bridge the gap between the content stack and
the tech stack.”
To find out more about Unruly Custom Audiences, click here.
UNRULY, Unruly Custom Audiences, Unruly
ShareRank and associated logos, designs and other marks are
trademarks and/or registered trademarks of Unruly Group Limited in
the United Kingdom, the United States of America and elsewhere.
Other trademarks are owned by their respective owners.
*********************
About Unruly
Unruly is the ad tech company that gets videos watched, tracked
and shared across the Open Web. Positioned at the intersect of
video, social, native & mobile, Unruly uses emotional audience
data and user-friendly video formats to massively increase viewer
engagement, brand performance & publisher revenues.
With 3 out of every 4 video views now taking place outside of
YouTube, 90% of Ad Age 100 brands have already used Unruly to
connect with audiences at speed and scale across the Open Web.
Differentiated by a unique data set of 2 trillion video views
and powered by a full tech stack, Unruly adds value by
algorithmically evaluating content shareability and
programmatically targeting custom audiences. Viewability is 100%
guaranteed to an audience of 1.35 billion monthly unique users
across mobile, tablet and desktop devices.
UnrulyX is the first supply side platform (SSP) for mobile video
to offer scaled delivery of native ad formats and guarantee the
viewability of premium video impressions bought via RTB.
Unruly employs 200 people across 15 offices, with regional HQs
in London, New York and Singapore. Its super power is emotional ad
tech. Its secret weapon is passionate people on a mission to
#DeliverWow.
Unruly was acquired by News Corp (NASDAQ: NWS, NWSA; ASX: NWS,
NWSLV) in September 2015.
About MediaCom
MediaCom is the “The Content + Connections Agency”, working on
behalf of its clients to leverage their brands’ entire system of
communications across paid, owned and earned channels to step
change their business outcomes. MediaCom delivers not just
individual channel silo efficiencies but also connected
communications system effectiveness, by developing and optimising
all content – defined as any form of consumer messaging – as the
fuel that drives high-performing systems. MediaCom measures and
quantifies communications systems across paid, owned and earned
through their unique Connected System Audit.
MediaCom is one of the world’s leading media communications
specialists, with billings exceeding US$33 billion (Source: RECMA
2015). It employs 6,500 people in 125 offices across 100 countries
around the globe. Its client roster includes P&G, VW Group,
Dell and Universal. In 2015, MediaCom was recognised by RECMA as
the leading global agency network in its Network Diagnostics
report, and also was the first agency network to top all 3 key
RECMA reports across EMEA. In the past year, MediaCom has been
awarded Media Agency of the Year in the US by AdAge and Adweek,
Agency of the Year in the UK by Campaign and The Drum, and Global
Agency of the Year at the M&M Awards 2015. The agency also
captured six Media Lions at the 2015 Cannes Lions International
Festival of Creativity, making it the top performer among all
global media agency networks.
MediaCom is a member of WPP, the world's largest marketing
communications services group, and part of GroupM, WPP’s
consolidated media investment management arm.
For more information, visit www.mediacom.com.
About GroupM
GroupM is the world’s largest global media investment management
operation, with total billings exceeding US$96 billion (Source:
RECMA 2013). It serves as the parent company to WPP media agencies
including MediaCom, Maxus, MEC, and Mindshare. Its primary purpose
is to maximise the performance of WPP’s media communications
agencies on behalf of its clients, its shareholders and its people
by operating as a parent and collaborator in performance-enhancing
activities such as trading, content creation, sports, digital,
finance, proprietary tool development and other business-critical
capabilities.
The focus of GroupM is the intelligent application of physical
and intellectual scale to benefit trading, innovation, and new
communication services, and to bring competitive advantage to its
clients and companies. For more information, visit
www.groupm.com.
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version on businesswire.com: http://www.businesswire.com/news/home/20151130006102/en/
UnrulyDavid Waterhouse,
+442071995871david.waterhouse@unrulygroup.com
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