Australian consumers are less likely to be
impressed by designer labels and celebrity endorsements and are among
the most competitive in the world, putting pressure on themselves to
succeed and judging others by their professional and social successes
than the rest of the world.
Such unique insight into how culture
Down Under compares with other countries around the globe has been used
to create two new products - launched today by global video marketplace
Unruly - designed to help Australian advertisers maximise the impact of
their video content and target cultural audiences at scale.
The News Corp company has applied these and many more cultural findings
from across the world - taken from its exclusive access to MediaCom's
Cultural Connections research, created in conjunction with the
world-famous Hofstede Insights - to its video content testing solution
and targeting segments.
Part of its UnrulyEQ Max testing
solution, cultural insights is an algorithm that tells advertisers how
well their video content will resonate across 52 different markets
around the world, allowing brands to adapt their content at the
pre-testing stage for maximum cultural effectiveness worldwide.
Marketers will also know the territories on which they should focus the
majority of their distribution budgets.
Unruly has also applied
its exclusive cultural insights and data to its video targeting
segments, helping brands and agencies to target cultural groups within
different markets around the world.
These off-the-shelf,
first-party data segments - called UnrulyEQ Cultural Audiences - are
based on Hofstede's 9 different cultural dimensions and help advertisers
maximise campaign performance and reduce media wastage by targeting
audiences where their content will have the most cultural affinity.
Says
Ricky Chanana, ANZ MD, Unruly: "Thanks to our unique access to
MediaCom's ground-breaking Cultural Connections data, video advertising
has just become a lot smarter.
"UnrulyEQ Cultural Audiences
targeting and the cultural insights we deliver as part of our UnrulyEQ
Max video ad testing offering are the perfect products for advertisers
looking to optimise the global impact of their content, hit their KPIs
more effectively and target receptive audiences at scale."
Says
Willie Pang, CEO, MediaCom ANZ: "We're thrilled that, like MediaCom,
Unruly has seen the unique insight of cultural understanding as a way of
making brand content more powerful and more effective. This partnership
is a validation of the application of our Cultural Connections study
and its new dimensions for explaining differences between markets around
the world. Cultural Connections has been a key element in MediaCom's
planning process since the data was analysed and it's helped our teams
build more effective campaigns and our clients benefit from more
powerful messages."