Unruly is leveraging MediaCom's Cultural Connections data to apply new cultural insights into its video testing solution and targeting segments.
Part of its UnrulyEQ Max testing solution, the cultural insights feed into an algorithm that tells advertisers how well their video content will resonate across 52 different markets.
This allows brands to adapt their content at the pre-testing stage to improve cultural effectiveness worldwide.
Marketers will also be able to optimise the territories they should focus the majority of their distribution budgets.
The first-party data segments, known as UnrulyEQ Cultural Audiences, help advertisers reduce media wastage by targeting audiences where their content will have the most cultural affinity.
For example, insights about Australian consumers suggest they are less likely to be swayed by designer labels and celebrity endorsements and are among the most competitive in the world.
Australia is primarily a ‘me’ culture, where consumers think of themselves and their immediate family first.
Australians are 43% more individualistic than the global average and 30% more people in the US, putting them 12th overall in the global rankings. Ahead of them is the UK, with Brits 13% more individualistic.
Unruly’s ANZ MD Ricky Chanana says accessing to MediaCom’s data allows video advertising to become a lot smarter because advertisers can “optimise the global impact of their content, hit their KPIs more effectively and target receptive audiences at scale”.
MediaCom chief executive Willie Pang says cultural understanding helps brands produce content that is more powerful and effective.
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