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
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.”
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.