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 Asia

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