Unruly Creates Bespoke Content Testing for NZ Market
Unruly Creates Bespoke Content Testing and Audience Targeting Solution for the New Zealand Market
Unruly,
the global video marketplace you can trust, launches New
Zealand’s first cultural testing and targeting capability
at ad:tech Auckland.
Advertisers can maximise the
local impact of their video content, using
UnrulyEQ.
Auckland, New Zealand - NOVEMBER 15
2018
Did you know that kiwis tend towards individualism rather than collectivism, which is in keeping with their Aussie neighbours, but also Brits, Canadians and Americans? Or that New Zealanders are very secure - meaning that in general they are less likely to buy things to feel good about themselves.
Unique cultural insight like this has been used to create two new bespoke products for the New Zealand market - launched today at ad:tech Auckland - by the video marketplace you can trust, Unruly. These products are designed to help advertisers maximise the impact of their video content and target cultural audiences at scale.
The impact of culture on consumer response to
content has long been known intuitively by advertisers, and
now work by Unruly has quantified this impact for the first
time.
Based on the seminal cultural framework
developed in the late 60s / early 70s by behavioural
psychologist Geert Hofstede, and exclusive access to
MediaCom’s Cultural Connections research, Unruly’s
cultural insight allows advertisers to build up an extremely
accurate picture of the cultural leanings of a market, and
individuals within that market.
Unruly, a News Corp
company, has incorporated this quantified cultural data into
its video content testing solution - UnrulyEQ Max, and
targeting segments - UnrulyEQ Custom Audiences for the New
Zealand market.
UnrulyEQ Max allows advertisers to
discover, and capitalise on, the emotional impact of their
video content prior to launch. The tool utilises a variety
of data sources, such as facial coding and declared survey
data, to understand the impact of video creative on local
audiences. Higher emotional impact drives engagement, brand
recall and ultimately sales. A Nielsen consumer neuroscience
study found that ads with above-average
electroencephalography (EEG) scores deliver a 23% lift in
sales volume (Nielsen consumer neuroscience internal study,
FMCG brands, –2015). In other words, the more emotive an
ad is, the more people will react to it. If an ad triggers
the right emotional responses and is attributed to the
correct brand, it will likely lead to increased sales.
With culture greatly influencing the emotions people
feel when watching content, the addition of Unruly’s
cultural insights to the EQ tool gives local advertisers the
opportunity to further predict both campaign and brand
success by pre-testing content for cultural resonance in New
Zealand.
The new bespoke test also allows global and
trans-Tasman advertisers to understand whether existing
video content can be repurposed for the New Zealand market -
giving them the opportunity to adapt creative at the
pre-testing stage.
Unruly’s audience targeting
solution - UnrulyEQ Custom Audiences - helps advertisers
find the most receptive audiences for their video content.
Using UnrulyEQ methodology, Unruly can uncover the most
emotionally engaged audiences, audiences to match brand
personas and consumers with the strongest intent to buy a
product or those with a specific brand affinity.
With
the addition of its exclusive cultural data, Unruly’s
Custom Audiences solution now allows advertisers in New
Zealand to further maximise the effectiveness of their video
content by reaching audiences with the greatest cultural
affinity to their video content.
Finding the cultural
bullseye for a campaign can results in uplifts of up to 40%
in purchase intent, up to 55% in brand promoters and up to
26% in brand favourability (all vs. the average consumer
response to a video - Unruly testing)
Ricky Chanana, Unruly’s Managing Director of Australia and New Zealand said, “Thanks to our unique access to MediaCom’s groundbreaking Cultural Connections data, video advertising has just become a lot smarter.
In an age when media
budgets are being squeezed and the need for efficiency is
greater than ever, it is critical to understand how video
creative will perform before media dollars are deployed. Our
UnrulyEQ testing and targeting solutions can help
advertisers to reduce media wastage and ensure better
engagement with consumers.
Our cultural targeting
segments can be used to maximise the impact of the ads even
in situations where videos cannot be edited. We can find
pockets of ambitious individualists in collectivist markets,
find fashionistas in markets where function reigns and
curious cats in markets where the norm is closed.
New
Zealand is a unique market, with a unique set of cultures,
and these tools will give our clients confidence that their
campaigns won’t just reach people, they’ll move
them.”
About Unruly
Unruly is the video marketplace you can trust to move people, not just reach people.
We help the world’s biggest advertisers
engage global audiences by harnessing the power of our
data-powered video marketplace, UnrulyX, on brand-safe,
premium sites, while helping top publishers better monetise
their audiences. Our superpower is emotional testing and
targeting via UnrulyEQ,which leverages over a decade of
video data and almost 2.2 million viewer reactions to videos
to provide deep analysis of metrics that matter, enabling us
to deliver better targeting and higher campaign ROI at
scale.
Unruly was founded in 2006 with a mission to
transform advertising for the better. We’re passionately
committed to encouraging and celebrating diversity and
wellbeing through our inclusive and nurturing company
culture.
Unruly was acquired by News Corp (NASDAQ:
NWS, NWSA; ASX: NWS, NWSLV) in 2015 and now has over 350
Unrulies doing amazing things across more than 20 locations
worldwide.
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