News Corp Australia and Unruly today announced the launch of UnrulyEQ+, a powerful tool that offers marketers new levels of consumer insights.
Driven by the combined assets of UnrulyEQ and News Connect – News Corp Australia’s audience targeting and campaign activation platform, UnrulyEQ+ is Australia’s most advanced toolkit for creative and media optimisation.
UnrulyEQ+ allows advertisers to test and optimise video content for emotional impact, identify the key triggers for a desired audience and match this data with News Connect data to build powerful audience segments of viewers who are most likely to engage with the campaign.
Unruly AUNZ MD Ricky Chanana said: “By joining forces with our News Corp Australia family, we’ve created an incredible targeting product for Australian marketers.
“UnrulyEQ+ combines the entire suite of UnrulyEQ insight and optimisation products with valuable News Connect data for targeting”.
Chanana added: “The fact that we can then apply that targeting not only across the News Corp Australia network, but also the entire Unruly network as well, this is really going to blow some minds”.
News Corp Australia’s MD of digital solutions Neil Robinson said: “Our marketing partners tells us they need safe, trusted environments to deliver their video content.
“They also need innovative targeting solutions for audiences that deliver on their marketing outcomes – awareness, consideration and action”.
He concluded: “UnrulyEQ+ delivers truly unified and qualified video targeting to engaged audiences in safe premium publisher environments.
“This marriage of capabilities means UnrulyEQ+ is uniquely positioned to deliver premium ROI”.
By combining Unruly’s expertise in understanding cognitive and emotional triggers, allows advertisers to overlay News Connect data in a true end-to-end insight solution for optimising video campaign strategy.
UnrulyEQ is a product suite which delivers higher emotional impact and better business outcomes for advertisers using the power of video.
UnrulyEQ uses a combination of audience panels, facial coding and machine learning to help advertisers understand the emotional triggers in their advertising and build out target audiences for campaign distribution.
This tool is complemented by Unruly Edit Suite, which provides content optimisation solutions based on the emotional data.