NEWS10 October 2017

Unruly taps into MediaCom’s cultural research

Asia Pacific Media New business News

APAC – News Corp-owned video ad tech company Unruly has announced it will be the first partner for MediaCom’s Cultural Connections research.

The partnership will give Unruly access to cultural insights to improve the appeal and impact of its videos across cultures and will be launched in APAC next month. It will roll out to Europe and the US later this year.

MediaCom launched the Cultural Connections research in 2016 based on interviews with more than 60,000 consumers in 52 countries.

Ian Forrester, global senior vice-president, insight, Unruly, said: “Unruly has been tracking the different cultural responses to video advertising around the world for years through our content testing tool Unruly EQ and trends platform Unruly Pulse.

“This new partnership with MediaCom takes this insight to another level. For the first time, we have the capacity to provide an objective and quantitative explanation for the differences we’ve observed between markets.”

Unruly announced last week that the co-founders Sarah Wood (CEO), Scott Button (CSO) and Matt Cook (CTO) would no longer hold their full-time executive positions and would move to advisory roles on the Unruly Board. It is looking for a new CEO.