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News Corp’s Unruly has tapped into MediaCom’s Cultural Connections research to discover how advertisers can maximise the impact of their video content. Advertisers can find out how well
their video content will resonate across 52 different markets around the world, according to Unruly The announcement: > Australian consumers are less likely to be impressed by designer
> labels and celebrity endorsements and are among the most competitive > in the world, putting pressure on themselves to succeed and judging > others by their professional and
social successes than the rest of > the world. > > Such unique insight into how culture Down Under compares with other > countries around the globe has been used to create two
new products > – launched today by global video marketplace Unruly – designed > to help Australian advertisers maximise the impact of their video > content and target cultural
audiences at scale. > > The News Corp company has applied these and many more cultural > findings from across the world – taken from its exclusive access > to MediaCom’s
ground-breaking Cultural Connections research, > created in conjunction with the world-famous Hofstede Insights – > to its video content testing solution and targeting segments. >
> Part of its UnrulyEQ Max testing solution, cultural insights is an > algorithm that tells advertisers how well their video content will > resonate across 52 different markets
around the world, allowing > brands to adapt their content at the pre-testing stage for maximum > cultural effectiveness worldwide. Marketers will also know the > territories on
which they should focus the majority of their > distribution budgets. > > Unruly has also applied its exclusive cultural insights and data to > its video targeting segments,
helping brands and agencies to target > cultural groups within different markets around the world. > > These off-the-shelf, first-party data segments – called UnrulyEQ >
Cultural Audiences – are based on Hofstede’s 9 different > cultural dimensions (LINK) and help advertisers maximise campaign > performance and reduce media wastage by targeting
audiences where > their content will have the most cultural affinity. > > Ricky Chanana, Unruly’s ANZ MD, said: “Thanks to our unique > access to MediaCom’s ground-breaking
Cultural Connections data, > video advertising has just become a lot smarter. > > “UnrulyEQ Cultural Audiences targeting and the cultural insights > we deliver as part of our
UnrulyEQ Max video ad testing offering are > the perfect products for advertisers looking to optimise the global > impact of their content, hit their KPIs more effectively and target
> receptive audiences at scale.” > > Willie Pang, CEO MediaCom ANZ, said: “We’re thrilled that, like > MediaCom, 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. Cultural > Connections has been a key element in MediaCom’s planning process > since the data was analysed
and it’s helped our teams build more > effective campaigns and our clients benefit from more powerful > messages.” SOURCE: MediaCom release ADVERTISEMENT