Faaez Samadi
Oct 10, 2017

Unruly partners with MediaCom over new cultural research

Venture seeks to derive key cultural insights to better serve consumers across the globe.

Partnership aims to explore why some video content works and some doesn't.

Video ad tech firm Unruly today announced a new partnership’s with GroupM’s MediaCom over proprietary research to help brands understand deep cultural insights about consumers.

Unruly said it will use MediaCom’s Cultural Connections’ research, together with its own tools on emotional data and insights, to help advertisers understand why certain video content works in some markets but not others, allowing better adaptation of content and sharper targeting for maximum engagement.

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