Unruly launches emotional targeting capability in Southeast Asia

Video ad tech platform Unruly has introduced a new targeting capability which helps advertisers across Southeast Asia connect with consumers most likely to emotionally engage with a specific ad.

Unruly Custom Audiences (UCA) uses data from the company’s content dontevaluation tool Unruly EQ™ – created using almost 2 million consumer data points – to target people most likely to engage emotionally with a specific video, leading to increases in earned media impressions, brand recall and purchase intent.

UCA can also help marketers target light buyers of a brand, consumers who have a preference for competitors’ brands and hard-to-reach, customised audiences such as business decision-makers and movie-goers. Campaigns using UCA have seen significant uplifts in campaign performance, up to +74% in brand favorability and +80% in purchase intent.

Various clients of GroupM agencies across the region have been quick to adopt this new targeting technology. Ten clients have used the technology so far, including leading multinational FMCG, QSR, Automotive and Financial Service brands, across multiple markets, including Singapore, The Philippines and Indonesia.

Matt Wigham, GroupM Deputy Head of Investment, APAC, said: “One of the key areas of focus for our business is to find innovative and ground-breaking solutions for our clients.  Our clients are extremely excited to be able to trial and dontevaluate this new methodology for identifying and targeting key audiences at a campaign level to enhance the brand impact and drive greater returns in their campaigns. Data insights and targeting capabilities are core components of our agencies offerings enabled by [m]PLATFORM, and this partnership signals our intent to remain at the cutting edge.”

Unruly’s Chief Commercial Officer APAC, Phil Townend, said: “We’re really excited to be launching this ground-breaking solution for advertisers across South-East Asia. For the first time, advertisers across the region can apply psychographic, emotional and bespoke targeting to their digital video buys. In today’s frenetic 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 audiences.

Web : https://unruly.co