Unruly Launches Dashboard Which Tracks Emotional Trends Of Video Advertising
March 09 2016 - 10:19PM
Business Wire
- Unruly can provide marketers with
comparative data-driven insight into the cultural, seasonal and
demographic drivers of video engagement; advertisers can also
compare brand metrics with competitors
- Data finds South-East Asian consumers
more likely to love a brand or buy a product after watching an
video ad online than consumers in the US and Europe
South-East Asian viewers are far more likely to love a brand or
buy a product after watching a video ad online than viewers in the
US and Europe.
That’s according to data from Unruly Pulse™ - a new dashboard
launched in beta today by video ad tech company Unruly. Data from
the new platform - which provides unique insight into the emotional
and brand trends of video advertising - found that 58% of ASEAN
consumers reported having a more favourable view of a brand after
watching an ad, compared with 41% in the US, 28% in the UK and 26%
in Germany.
Purchase intent is also higher among South-East Asian audiences
at 52%, compared to 40% in the US, and 31% in the UK and Germany.
The only country to have a stronger reaction to watching videos ads
was Brazil, highlighting the importance of video advertising for
brands hoping to make it big in Rio at the Summer Olympics.
Unruly Pulse uses more than 550,000 consumer responses to show
marketers which emotions drive engagement across different demos,
events, territories and industries. Advertisers can also analyse
individual ads and compare their overall performance in their
sector.
Academic and industry studies over the last decade have
repeatedly shown the effects of emotional advertising on a variety
of brand and business metrics, including increased brand
favorability, purchase intent and earned media.
Unruly co-CEO Sarah Wood added: “Consumer emotions drive product
sales, as well as brand love, so it’s not surprising that smart
marketers appreciate the important role that Emotional Intelligence
has to play in delivering effective video ad campaigns. Marketers
using Unruly Pulse will have their finger on the pulse of consumer
emotions and they’ll be able to plan more effectively for video
launches around zeitgeist events and seasonal trends.
“Harnessing the Emotional Intelligence of Unruly Pulse, they’ll
be better placed to understand what works for their audience and
why. They’ll be equipped to develop a video content strategy that
will resonate with a specific audience at a specific moment in
time.”
Phil Townend, Unruly’s APAC MD, added: “The launch of Unruly
Pulse in South-East Asia will complete the set of tools which
together offer advertisers the only end-to-end data-driven video
content marketing solution on offer in the market In the 24 months
since Unruly APAC was established, our ShareRank content evaluation
tool has transformed the way smart brands and agencies look at
video creation, Unruly Activate has delivered award-winning video
distribution and amplification and Unruly Pulse will add further
colour and stimulus to make more effective content strategy
decisions.”
Other insights compiled using Unruly Pulse data include:
- South-East Asian advertisers lead the
way in emotional advertising, with emotional responses to video
content much higher than the global average for all the emotions
recorded by Pulse - apart from one, hilarity. Exhilaration - one of
the least common emotional responses in other markets - also
resonates very strongly;
- South-East Asian audiences are also
very highly motivated to share video content. ASEAN audiences
scored higher than the global average for all 10 key social
motivations to share video ads (for example, to help a good cause
or seek other people’s opinions) with their friends;
- The most shared ad of all time - Google
Android’s 2015 commercial “Friends Furever” (7 million shares
worldwide) - made consumers around the globe feel almost four times
as happy as the average ad. It was also over five times as likely
to make people laugh as the average tech ad;
- Advertisers are failing to make people
laugh, with hilarity one of the least common emotions worldwide,
felt by 4% of respondents. Happiness is the most common emotion
people felt while watching video content during the same period.
It’s also the emotion most likely to cross national and cultural
borders, making it perfect for sporting events like the Olympics
and European Championships;
- The key drivers of video sharing differ
greatly around the world. For example, in the US and Europe,
emotions are the key drivers of video sharing, while in South-East
Asia, Brazil and Turkey the focus is more on giving consumers
reasons to share content.
Academic Dr Karen Nelson-Field, Director of the Centre for
Digital Video Intelligence, said: “In true Unruly style, Unruly
Pulse is a fun, user-friendly dashboard that provides deep levels
of insight for brands and agencies hoping to make the most out of
their video advertising campaigns.”
Using Unruly Pulse, advertisers can:
- Make data-driven decisions to drive
purchase intent and brand metrics;
- Track how emotions seasonally ebb and
flow over time;
- Find out what motivates viewers to
share a piece of content;
- Identify the emotional profiles of
best-in-class content ;
- Dissect trends by sector, geo &
demo;
- Optimize distribution for maximum
impact among their target segment.
Methodology: Unruly Pulse is powered by Unruly’s unique,
first-party data on emotional advertising. It visualises data from
more than half a million consumer responses across thousands of
videos, spanning EMEA, APAC and the Americas.
Pricing and availability: The dashboard is currently
available in beta in Future Video Labs across the UK, US, France,
Germany, Nordics and South-East Asia. To download our 7 Steps to
Sporting S.U.C.C.E.S.S this Summer, click here. To find out more
about the dashboard, please click here.
UNRULY, UNRULY PULSE and logos and associated
marks are trademarks of Unruly Group. Other marks 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.
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version on businesswire.com: http://www.businesswire.com/news/home/20160309006523/en/
UnrulyDavid Waterhouse, +44 020
71995871david.waterhouse@unrulygroup.com
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