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Video ad firm Unruly launches technology to target emotionally engaged audiences

Video ad tech company Unruly has launched a targeting tool that claims to enable advertisers across Southeast Asia to reach consumers most likely to emotionally engage with a specific ad.

The technology, Unruly Custom Audiences (UCA), uses data from the company’s content evaluation tool Unruly EQ to help marketers apply psychographic, emotional and bespoke targeting to their digital video buys.

The firm also said it can help marketers target light buyers of a brand, consumer who have a preference for a competitor brand and hard-to-reach audiences including business decision-makers and movie-goers.

GroupM clients have been among the first to trial the technology in Singapore, Philippines and Indonesia.

Unruly said academic and industry studies have “repeatedly proven the effects of emotional advertising on brand and business metrics”.

It cited a recent IPA study reporting that emotional campaigns deliver 10 times higher profitability and market share than rational ads.

Unruly APAC chief commercial officer Phil Townend said: “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.

“Emotion matters in marketing. It creates values and sets preferences, inspires action (and) drives sales.”

GroupM deputy head of investment for APAC, Matt Wigham, added “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 evaluate 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.”

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