Dentsu Inc. and Dentsu Digital Inc. form business partnership with Kaizen Platform to improve video ad creativity

The text of the Dentsu Inc. news release distributed on June 22 is as follows.

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June 22, 2017

Dentsu Inc. and Dentsu Digital Inc. Form Business Alliance with Kaizen Platform to Improve Video Advertising Creatives

― Launch of "P-Dong CA," a Solution to Improve Facebook Video Ad Performance ―

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) and its wholly-owned subsidiary Dentsu Digital Inc. (Headquarters: Minato-ku, Tokyo; CEO: Norihiro Kureya) announced on June 22 a business partnership with Kaizen Platform, Inc. (Headquarters: California, USA; Japan Branch: Minato-ku, Tokyo; CEO: Kenji Sudo, hereinafter "Kaizen Platform") to provide the "P動CA" (Quick Video) solution for improving Facebook video ad creatives.

Through this partnership, Dentsu Inc. and Dentsu Digital Inc. will gain access to Kaizen Platform's expertise and its certified video ad creators, while simultaneously enabling the optimization of ad performance and ensuring transparency in advertising effectiveness.

While Facebook, a real-name-based social network, offers the advantage of more precise targeting compared to other media, it also faces the significant issue of Ad Fatigue, where users become annoyed by repeatedly seeing the same ad creative.

Furthermore, achieving high performance with video ads on Facebook requires creators who can produce diverse ad creatives quickly, along with tools that streamline creative submission and track ad performance.

The newly launched "P-Dong CA" addresses this situation. It is a solution that simplifies, lowers the cost, and speeds up the creation and management of Facebook video ad creatives, maximizing ad performance. Specifically, it builds a system where, based on appeal axes ^{set by} Dentsu Digital Inc.'s 'Advanced Creative ^Center'*1, ^{certified creators*2 from} Kaizen Platform are commissioned to produce and improve video ads. This enables the creation and delivery of various ad creatives within a short timeframe. Furthermore, it allows for the rapid analysis of the performance of each running ad, the rotation of creatives whose effectiveness is declining, and swift action to improve performance.

"Kaizen Platform" is already used for advertising across various industries—including gaming, e-commerce, human resources services, and finance—in Japan, the US, Europe, Russia, South Korea, and Taiwan. It achieves conversion rate improvements of up to 255% compared to original creatives.

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※1 Dentsu Digital Inc. "Advanced Creative Center"
URL: http://advancedcreativecenter.com
Established in April 2017, this division aims to fuse data/AI with creative. It holistically designs and produces everything from brand lift advertising to boost awareness and favorability to direct response advertising (banners/landing pages (LP)/online video/social ads) for customer acquisition, implementing PDCA cycles for improvement based on ad delivery results. It employs a total of 24 specialists, including creative directors, copywriters, and art directors active on the front lines of advertising, as well as consultants and directors possessing expertise and know-how in direct response advertising.

　

※2 Certified Creators
To manage the creative quality of video ads, creators are pre-evaluated based on their past work. Only those who meet specific standards are certified, enabling the production of high-level advertising creatives.

<"P-Dong CA" Logo>

＜About Kaizen Platform, Inc.＞
Company Name: Kaizen Platform, Inc.
URL:http://kaizenplatform.com/ja/
Representative: Kenji Sudo (Co-founder and CEO)
Location:
　Headquarters: 71 Stevenson Street, Suite 400, San Francisco, CA 94105, US
　Japan Branch: Shirokane Takanawa Station Building 10F, 1-27-6 Shirokane, Minato-ku, Tokyo 108-0072, Japan
Established: March 2013
Capital: $18,094,000 USD (as of March 1, 2017)
Business Description: Provides the "Kaizen Platform" for efficiently improving web service UIs and the "Kaizen Ad" advertising improvement solution

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Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2017/0622-009322.html