Unruly launches emotional targeting tool Unruly Custom Audiences in India

In a recent announcement, video ad tech company Unruly, has launched emotional targeting tool Unruly Custom Audiences (UCA) that has a targeting capability which connects advertisers with consumers most likely to emotionally engage with a specific ad.

UCA uses data from the company’s content evaluation tool Unruly EQ created using almost 2 million consumer data points, to target people most likely to engage emotionally with a specific video, leading to increases in earned media impressions, brand recall and purchase intent.

Academic and industry studies have repeatedly proven the effects of emotional advertising on brand and business metrics, with a recent IPA study reporting that emotional campaigns deliver 10x higher profitability and market share gains than rational ones.

UCA can also help marketers target light buyers of a brand, consumers who have a preference for competitors’ brands and hard-to-reach, customised audiences such as business decision-makers and movie-goers. Campaigns using UCA have seen significant uplifts in campaign performance, up to +74 per cent in brand favorability and +80 per cent in purchase intent.

Vijay Kunduri, commercial director, ASEAN and India, Unruly, says in a press release, “We’re really excited to be launching this ground-breaking solution for advertisers across India. For the first time, advertisers across the region can apply psychographic, emotional and bespoke targeting to their digital video buys. In today’s frenetic media landscape, brands that want success on social media and memorability at the point of purchase need to create and distribute contagious content that makes a deep emotional connection with their audiences.”

He adds, “Emotion matters in marketing - it creates values and sets preferences. Inspires action. Drives sales. With the launch of this unique targeting capability, Unruly advertisers now know how, why, where and with whom their ads are resonating. And they can use Unruly’s distribution platform to optimise their digital video distribution on a creative-by-creative basis to reach and engage the sub-segments of their audience most likely to respond positively to the content.”