Unruly: Bringing Emotional Intelligence to Digital Advertising


Confirmit Team

Confirmit Team

Author Bio

Confirmit’s dedicated teams work to deliver world-leading customer experience, Voice of the Employee and Market Research solutions. 


Author Bio

“Being able to deliver videos through a robust survey platform was vital to ensure we could deliver on our promises to customers. One of the main considerations for us was ability to scale, and Confirmit was able to deliver that which meant we could be confident that as our products took off, we could stick with the same provider for the long term”. 

Claire Roberts, Unruly Product Manager

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Unruly is an advertising technology company that gets videos watched, seen, shared and loved across the web. Unruly uses emotional audience data and user-friendly video formats to increase viewer engagement, brand performance and publisher revenues.

To measure and report on the wealth of video content being watched and shared, Unruly combines a range of methodologies, including panel-based surveys, facial coding and audio tracking, alongside traditional advertising demographic and behavioral targeting. The team at Unruly needed to ensure that they implemented a survey solution that had the flexibility to support their set of sophisticated and ever-evolving products that connect users with video content.

This case study describes how Unruly:

  • Made significant cost reductions by using the Confirmit Horizons platform to drive efficiencies across data collection and reporting
  • Experienced huge growth thanks to the ability to expand its product set, based on a single core survey
  • Delivered an industry-renowned product set that helps advertisers around the globe understand why emotional advertising works and how to create it.

Measuring emotion and its impact on advertising

Unruly was launched when video was just taking off. To measure and report on all of the wealth of video content being watched and shared, Unruly combines a range of methodologies, including panel-based surveys, facial coding and audio tracking, alongside traditional advertising demographic and behavioral targeting. 

This combination allows Unruly to track the emotional intensity of a video, even to the extent of picking up micro-expressions, to more accurately evaluate the impact and success of videos and their associated brands.

Harnessing feedback for insight and action

To provide measurable value to its clients, Unruly has packaged these methodologies into a family of three distinct, valuable product propositions which bring emotional intelligence to digital advertising.

Part of the data stems from a survey template running in 17 geographical markets, including the US, UK, Brazil, Japan, Australia, SE Asia, Turkey, India, and Germany. This makes the process of delivering highly customized products repeatable as the business grows.

The survey template and data collection capabilities, along with all reporting, are built on the Confirmit Horizons platform, a dedicated end-to-end solution for Voice of the Customer and Market Research programs.

Unruly’s products include:

  • Unruly EQ - uses survey responses combined with other methodologies to identify which parts of a video drive emotional reaction and why, enabling brands to improve the influence of existing content to drive online conversation and advocacy, and to plan content strategy for future success.
  • Unruly Custom Audiences - uses survey responses combined with other methodologies to model and target viewers who demonstrate an intense emotional response to a specific ad, leading to increases in earned media, brand recall, and purchase intent.
  • Unruly Pulse - aggregates survey responses combined with other methodologies across markets, audiences and verticals to provide marketers with comparative insight into the cultural, seasonal and demographic drivers of video engagement.