- 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
SINGAPORE – 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.
“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.”
That’s according to data from Unruly Pulse™ – a new dashboard launched in beta 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 Unrulyto 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.
