David Blecken
Dec 7, 2016

Unruly to offer Japanese advertisers 'emotional targeting'

Unruly has launched an ‘emotional targeting’ service in Japan in an effort to maximise the effectiveness of video advertising in a fast-growing market.

New Balance used Unruly's EQ Targeting for its 'Hellcat' campaign

The tool, EQ Targeting, draws on consumer data to identify those most likely to connect emotionally with a video. In a press release, Unruly points to findings that show campaigns that used its targeting tool resulted in significant increases in brand favourability and purchase intent.

In Japan, New Balance is the first brand to use the service. Its Hellcat campaign reportedly experienced a 34 percent completion rate when employing emotional targeting113 percent higher than...

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