News Corp’s video ad tech company Unruly has partnered with fellow News Corp subsidiary to News UK to launch first-party data segments to help advertisers reach home movers at scale.

Through the partnership, Unruly will work with The Times, The Sunday Times and The Sun to help brands and agencies identify and engage people in the process of buying a home.

“Moving house is a pivotal moment in our lives when we make some of our biggest purchasing decisions – from buying furniture and white goods to changing energy suppliers and upgrading our cars,” said Genna Osler, UK MD for Unruly. “By using Unruly and News UK’s new audience segments to reach people at this critical stage in their lives, advertisers can massively increase targeting efficiency and boost their market share.”

According to an Aviva study, the average UK homeowner spends over £10,000 on goods and services before, during and after a move. Meanwhile, according to Unruly’s research, these homeowners are 99 per cent more likely to have an emotional reaction to watching video advertising, and 78 per cent more likely than average to buy new products.

“Home movers turn to trusted editorial voices to guide them through the exciting, emotional and often costly experience of moving house,” said Ben Walmsley, digital commercial director at News UK. £The Times, Sunday Times and The Sun’s property sections offer advice, analysis and inspiration to people as they make one of life’s biggest decisions. We are excited to partner with Unruly to offer advertisers the ability to influence these audiences at scale at a time when they are open and receptive to relevant messaging.”