Unruly expands video distribution offer into India

Unruly Lounge

Unruly has continued its global expansion by launching its video services to the India market.

The News Corp-owned business, which currently employs over 300 staff across 30 locations, will be located within the Dow Jones offices in New Delhi and Mumbai.

Leading the country launch will be Unruly’s commercial director for ASEAN and India Vijay Kunduri, who said it had been worked on for over a year in order to ensure that the business’s tools were customised for the marketplace.

Unruly’s chief commercial officer, APAC, Phil Townend, added: “India is the next frontier in digital advertising growth. Unruly is perfectly placed to help Indian advertisers as they begin to shift ad dollars away from traditional channels and into digital. Our evidence-based approach to video content testing and amplification minimises risk and increases certainty for leading advertisers in the Indian market. Our mobile formats, distributed through our viewable video SSP UnrulyX, also help advertisers connect more authentically, intimately and effectively with audiences across India.”

According to the Unruly Future Video Survey, Indians were more likely to want to control video ads with 71 per cent of Indian consumers stating their desire to control when the ad starts to play and close it whenever they want. 83 per cent of Indian consumers also said that they would consider using an ad blocking software.

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Stephen Lepitak

Stephen Lepitak is editor of The Drum, with responsibility for overseeing the day-to-day running of the content produced for the various platforms run by the publication. Over the years he has interviewed agency network bosses such as Sir Martin Sorrell, Maurice Lévy and Arthur Sadoun, as well as Cindy Gallop, Kim Kardashian, film directors James Cameron, Spike Jonze and producers Harvey Weinstein and Lord David Puttnam. With a keen interest in media and breaking news, Lepitak has been with The Drum since 2005 and is based across its UK, US and Asia operations.

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