As part of the partnership, News Corp-owned Unruly will leverage MediaCom's research project Cultural Connections to understand the dynamics of data and insights to help predict the advertising trends in various markets.
Unruly will roll outs its insights across Europe and the US later in the year.
Ian Forrester, global SVP, Insight at Unruly, said: “This new partnership with MediaCom takes this insight to another level. For the first time, we have the capacity to provide an objective and quantitative explanation for the differences we’ve observed between markets."
“Not only will it give our clients access to totally unique and groundbreaking data that will increase the effectiveness of their video campaigns around the world, it will also streamline our testing processes.
"While before we would need to test a video in each market to establish whether it would resonate in a territory, access to this new data source will mean we only need to perform one test to measure its impact across a number of different markets, making it the quickest way for brands to know where their ads will fly and where they will flop.”
Pinaki Dutt, global head of applied connected intelligence, MediaCom said: “We’re thrilled that, like us, Unruly has seen the unique insight of cultural understanding as a way of making brand content more powerful and more effective. This partnership is a validation of the application of our Cultural Connections study and its new dimensions for explaining differences between markets around the world.”
Unruly recently targeted Southeast Asian emotions with the launch of a new tool for video advertising.