Unruly banks on World Cup fever, targets advertisers with new marketplace

Video marketplace Unruly has partnered with BallBall, Fox Sports, Goal.com, FourFourTwo and MSN Sport to create a World Cup sport publisher marketplace for outstream video ad inventory in Southeast Asia.

The UnrulyX Premium Marketplace gives Southeast Asia advertisers access to quality, brand safe environments, with a potential audience of 100 million users across the region. It aims to meet the increasing demands of the ad industry for premium video ad formats on trusted, brand safe sites with the ease and precision targeting of programmatic buying.

The marketplace enables advertisers to collectively buy desktop and mobile outstream video inventory across the region, guaranteeing video ads appear within high quality football and sport editorial covering the breaking news and analysis from the event. Quality will be independently verified by MOAT. Also, advertisers can capitalise on the passion of soccer-fanatics in the region, as well as apply targeting segments provided by UnrulyEQ.

Phil Townend (pictured), APAC CCO of Unruly said by bringing together the biggest sport publishers across the region, Unruly is able to deliver huge scale, brand safety and engagement for advertisers in trusted environments.

"We know that emotional intensity drives long term brand impact and context plus premium drives far better engagement levels and memory encoding than ads placed where users are ‘skimming social’," he added.