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Dentsu Inc. and Dentsu Digital Inc. launch "BRAND LIFT CHECKER," a service that optimizes video ads for mass and digital media from a creative perspective.
The text of the Dentsu Inc. news release distributed on December 5 is as follows.
December 5, 2017
Dentsu Inc. and Dentsu Digital Inc. Launch "BRAND LIFT CHECKER" Service to Optimize Video Ads for Mass and Digital Media from a Creative Perspective
Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) and Dentsu Digital Inc. (Headquarters: Minato-ku, Tokyo; CEO: Norihiro Kureya) have developed "BRAND LIFT CHECKER (TM)"—a service that optimizes video advertising for mass and digital media from a creative perspective—and begin offering it today.
In September 2017, the two companies announced the development of "People Driven Marketing®" (PDM), an integrated framework that consolidates and advances marketing methodologies within the Dentsu Group from a "people-centric" perspective. The new "BRAND LIFT CHECKER™" is part of this PDM service.
Utilizing this service enables support for creating "the most effective video ads that resonate most deeply with people" in both scenarios: ① when adapting video ads developed for mass media for digital media, and ② when deploying video ads specifically for digital media.
In developing this service, we leveraged brand effect measurements (*) conducted on 2,978 YouTube video ads accumulated over time. We then combined this with a unique 178-item check based on creative perspectives from Dentsu Inc.'s CM planners and analysis by data scientists. This process enabled us to identify the elements and combinations within video ads that drive attitude change. The 178 items include not only automatically machine-detectable factors like "brand name appearing within the first second" or "featuring a celebrity," but also human-dependent factors such as "emotional" or "cute."
Traditional digital advertising creative made it difficult to establish highly accurate performance predictions beforehand for optimization. Consequently, the approach used to date involved conducting A/B testing on a case-by-case basis, refining precision through implementation. However, concerns arose that the method of producing and testing large volumes of advertising creative at low cost could potentially damage the brand, necessitating a response to such risks.
The "BRAND LIFT CHECKER (TM)" developed by Dentsu Inc. and Dentsu Digital Inc. helps address these risks.
Moving forward, the Dentsu Group will continue to strengthen the foundation of PDM through partnerships with companies possessing creativity, people-centric data, and cutting-edge technology. We will contribute to our clients' goals through more precise planning and execution.
*Brand Effect Measurement
Google's solution for measuring the effectiveness of campaigns that enhance brand interest, such as brand awareness and ad recall, using various measurement tools.
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Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2017/1205-009405.html
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