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.
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.

Launched in 2016, Cultural Connections sees MediaCom work with Hofstede Insights to create a database of the cultural factors that influence response to brands and their content. The research is drawn from more than 60,000 consumer interviews across 52 countries.

“We’ve generated powerful insights and seen new opportunities for transferring content and strategy between disparate markets and we are delighted to have Unruly on board, to reap similar benefits for their own clients,” said Matt Mee, MediaCom global chief strategy officer.

The new cultural insight data derived from the partnership will also be incorporated into Unruly’s first-party data segments, meaning advertisers can target individuals within specific territories who are more likely to engage with their video content.

“For the first time, we have the capacity to provide an objective and quantitative explanation for the differences we’ve observed between markets,” said Ian Forrester, global SVP for insight at Unruly.

The new offering will roll out first across Asia-Pacific next month, before hitting the UK and US later this year. 

Source:
Campaign Asia

Related Articles

Just Published

9 hours ago

Dentsu powers-up retail media networks with 'world ...

Partnership with Co-op and Lumen Research used eye-tracking data that ‘proves‘ retail media ads are just as impactful as social media and out-of-home campaigns.

14 hours ago

A Cannes Lions 2025 guide for ROI-hungry APAC marketers

The real win at Cannes Lions for APAC marketers lies not in bringing trophies home, but in bringing home ideas sharp enough to cut through locally, says Shufen Goh, co-founder of R3 and APAC president at MediaSense.

15 hours ago

China’s 618 shopping festival sees electronics ...

Electronics and home appliances soar as government subsidies kick in, but once again, top e-commerce platforms are silent on overall GMV—reflecting both changing consumer habits and a 618 season that keeps breaking its own timeline.