SINGAPORE–(BUSINESS WIRE)–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.

That’s according to data from Unruly
Pulse™ – a new dashboard launched in beta today 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 Unruly
to 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.