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SK-II signs up as launch brand for Unruly emotional impact tracking tool in Hong Kong and Taiwan


By Benjamin Cher, Reporter

April 20, 2017 | 3 min read

Video ad tech company, Unruly Media has launched a new content testing and targeting capability to analyse the emotional impact of videos ads for advertisers in Hong Kong and Taiwan, connecting to customers most likely to engage with the ad.


Unruly to launch tools to track emotional response to video ads in Hong Kong and Taiwan

The tool, Unruly EQ was launched in partnership with emotional analytics company Affectiva and music data analysis, Moodagent. The tool will give advertisers data to maximise emotional, social and business impact of their video ads.

Unruly has also launched Unruly Custom Audiences (UCA) along with Unruly EQ, allowing advertisers to target viewers with intense emotional response to a specific ad for increased brand recall and purchase intent, as well as targeting bespoke and light-buyer audiences.

The tools are part of Unruly and its owner News Corp's plan to redefine programmatic buying.

Unruly has signed on SK-II and MediaCom as launch partners for Unruly EQ and UCA targeting in North Asia for its “Nat Geo” campaign. On average, UCA has seen uplifts of 74% and 80% for brand favourability and purchase intent respectively for campaigns.

"Unruly's new emotional targeting capability will enable SK-II to drive quality views of our branded content and achieve greater virality within a shorter period. Best of all, it'll help our consumers by only serving our content to those who are more likely to be engaged emotionally as opposed to bombarding them with random ads,” said Nishida Fumihiko, brand manager at SK-II HKTW.

“It’s essential to understand what drives consumers emotionally and these new video strategy optimisation tools will help us achieve that. Using these new Unruly products, we'll bring our video targeting to new heights – better targeting for a more effective delivery,” said Edison Woo, business director, HK-TW, MediaCom Hong Kong.

“In today’s frenetic, cluttered 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 audience,” said Greg Fournier, executive director of strategic partnerships for APAC, Unruly.

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