Unruly Pulse Rolls Out in Australia

London-based video ad distribution and tracking platform Unruly has rolled out its Pulse engine in Australia, to analyse emotional responses 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.

Launched in beta earlier this year, Unruly Pulse data is derived from 850,000 consumer responses, showing marketers which emotions drive engagement across different demographic segments, cultural events, times of the year and industry sectors. Advertisers can also access analysis of individual ads and compare performance against benchmarks in their sector and market.

Lance Traore (pictured), the firm's Australia and New Zealand MD, comments: 'Emotional advertising delivers better campaign metrics, better brand performance and ultimately better business results. Unruly Pulse helps advertisers to power up their video strategy at the outset. By being able to identify and quantify the key drivers of consumer engagement, marketers will have a better understanding of what works for their audience and why.'

Web site: www.unrulymedia.com .