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 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 nine 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, managing director of Unruly for Australia and New Zealand, 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 of MediaCom for Australia and New Zealand, 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.”
