Faaez Samadi
Apr 20, 2017

Unruly rolls out ‘emotional intelligence’ tool in Hong Kong, Taiwan

New platform allows advertisers to gain deeper emotional insights and targeting from their video advertising.

SK-II has used Unruly EQ and UCA in a campaign with Nat Geo
SK-II has used Unruly EQ and UCA in a campaign with Nat Geo

Video ad tech company Unruly today launched Unruly EQ, its tool allowing advertisers to measure the emotional impact of their video ads, in Hong Kong and Taiwan.

The tool was developed in partnership with emotional analytics company Affectiva and music-data analysts Moodagent. Affectiva’s facial coding and emotion analytics technology allows Unruly EQ users to track the emotional response to their content. Moodagent’s audio testing capability examines how a specific soundtrack amplifies or detracts from the emotional intensity and overall effectiveness of an ad. Unruly EQ also incorporates perception testing and shareability analysis, allowing advertisers to improve the social reach of their content.

Unruly released a similar product, EQ Targeting, in Japan in December last year.

In conjunction with Unruly EQ, the agency has also launched Unruly Custom Audiences (UCA), which allows advertisers to target consumers who have shown a strong emotional response to their content.

Launch partners SK-II and MediaCom are the first to use Unruly EQ and UCA in North Asia, for the beauty brand’s campaign with National Geographic.

Unruly claims that campaigns using UCA result in an average 74 percent increase in brand favourability and 80 percent hike in purchase intent.

Nishida Fumihiko, brand manager at SK-II for Hong Kong and Taiwan, said the tools will help drive higher quality views of its ads, and only serve content to consumers more likely to have an emotional response.

Greg Fournier, Unruly’s executive director of strategic partnerships for APAC, said: “For the first time, brands and media agencies in Hong Kong and Taiwan can use the results of content testing to apply emotional targeting to their video buys.” 

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
A gay adman reacts to Taiwan's same-sex marriage ruling
Premium
5 hours ago

A gay adman reacts to Taiwan's same-sex marriage ruling

A creative director at Leo Burnett Hong Kong, who happens to be gay, reacts to Taiwan's legalisation of same-sex marriage.

Premium
Outbrain launches programmatic service
Premium
6 hours ago

Outbrain launches programmatic service

Outbrain Programmatic Access is available in collaboration with AppNexus.

Premium
Has the promise of brand purpose been overblown?
Premium
6 hours ago

Has the promise of brand purpose been overblown?

After a raft of ads that have come under criticism for consumers for being tasteless, John Tylee investigates whether brands are taking the concept of "purpose" too far.

Premium
No risk, no reward
Premium
6 hours ago

No risk, no reward

Pepsi’s latest horrible offering demonstrates just how easily a communications gamble can fall flat, but one of the lessons brands should learn is that it is always worth giving the dice another roll.