Unruly Debuts Video Ad Emotional Measure

London-based video ad distribution and tracking platform Unruly has beta-launched a dashboard called Unruly Pulse, analysing emotional response to video ads, and the resulting trends.

The firm, which is owned by Rupert Murdoch's media group News Corp, has tracked two trillion video views using its proprietary measurement platform and analytics dashboard, through which brands and agencies can measure the impact of their social media video strategies against their competitors. In addition, the company uses historical sharing behaviour to predict the potential for video ads to go viral across all digital touch points.

The new platform has been developed to provide marketers with comparative data-driven insight into the cultural, seasonal and demographic drivers of video engagement, and compare brand metrics with those of their competitors. The tool uses more than 550,000 consumer responses to show marketers which emotions drive engagement across different demos, events, territories and industries; as well as for analysis of individual ads.

Unruly co-CEO Sarah Wood (pictured) comments: 'Marketers using Unruly Pulse will have their finger on the pulse of consumer emotions and they'll be able to plan more effectively for video launches around zeitgeist events and seasonal trends. Harnessing the emotional intelligence of the tool, they'll be better placed to understand what works for their audience and why; and they'll be equipped to develop a video content strategy that will resonate with a specific audience at a specific moment in time'.

Web site: www.unrulygroup.com .