Unruly Launches Dashboard Which Tracks Emotional Trends Of Video Advertising
March 10 2016 - 5:00AM
Business Wire
- Unruly provides marketers with
comparative insight into the cultural, seasonal and demographic
drivers of video engagement; advertisers can also compare brand
metrics with competitive set
- Data shows happiness is most common
emotion people feel while watching video ads worldwide, while US
consumers more likely to like a brand and buy a product after
watching an online ad than viewers in Europe
Did you know that the most shared ad of all time - Google
Android’s 2015 commercial “Friends Furever” - made consumers around
the globe feel almost four times as happy as the average ad?
Or that American consumers are far more likely to love a brand
or buy a product after watching a video ad online than consumers in
Europe? Or that happiness is the most common emotion people feel
worldwide while watching video ad content, while hilarity is one of
the least?
These stats are compiled using data from Unruly Pulse - a new
dashboard launched in beta today by video ad tech company
Unruly.
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 Pulse uses more than 550,000 consumer responses to show
marketers which emotions drive engagement across different demos,
events, territories and product verticals. Advertisers can also
analyse individual ads and compare their overall performance in
their sector.
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.”
Other insights compiled using Unruly Pulse data include:
- 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. In the Nordics the most common reasons to
share video ads are feelings of happiness, surprise and
confusion;
- The ad which made Nordics viewers the
most happy was an ad for Sunwing Family Resorts;
- 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;
- Ahead of the Olympics in Rio,
Brazilians are more likely to buy a product or love a brand after
viewing an online ad than consumers in the US, South-East Asia and
Europe. Two-thirds of Brazilians have a more favourable view of a
brand after watching an ad, compared with 58% across ASEAN markets,
41% in the US, 28% in the UK and 26% in Germany. Purchase intent is
also highest in Brazil, with 57% claiming they would buy a product
post-viewing compared with 52% across ASEAN markets, 40% in the US,
and 31% in the UK and Germany;
- Almost a fifth of millennials who
watched Mountain Dew’s Super Bowl ad “Puppymonkeybaby” had a less
favorable view of the brand after watching it;
- The launch of Christmas ads during
November and December result in a global spike in inspiration and
exhilaration. Meanwhile, hilarity spiked during this year’s Super
Bowl;
- Our psychological responses change as
we age and vary by gender. US males aged 25-34 are more likely to
feel happiness, inspiration and pride while watching video ads,
while male Boomers are more likely to feel confusion and disgust.
Meanwhile, women aged 25-34 in the US are more likely to feel
happiness and inspiration, while with Boomers it’s warmth, surprise
and confusion;
- 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;
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.
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.”
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/20160310005370/en/
UnrulyDavid Waterhouse,
+442071995871David.waterhouse@unrulygroup.com
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