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Dentsu Inc. Develops "MONALISA," a Tool Using AI to Predict the Effectiveness of Social Media Advertising Creatives Before Distribution
The text of the Dentsu Inc. news release distributed on March 19 is as follows.
March 19, 2019
Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto), Dentsu Digital Inc., Cyber Communications Inc., and Data Artist Inc. – four companies within the Dentsu Group – have developed "MONALISA," a tool that predicts the effectiveness of advertising creatives for social media before distribution. The tool begins operation today.
In social media advertising, creative content is a critical factor influencing ad effectiveness, yet no prior measurement method existed. Consequently, as part of the activities of the group-wide AI-focused project team "AI MIRAI (※)", we analyzed historical ad delivery data and creative content to advance the development of a tool capable of predicting ad effectiveness before delivery. This led to the creation of MONALISA.
Specifically, we quantified the characteristics of ad creatives and linked them to ad delivery results to perform machine learning on ad effectiveness. This enables the detection of low-performing ad creatives before delivery. Consequently, only high-accuracy, pre-validated ad creatives can be prioritized and delivered from the start.
This tool supports video and image ad delivery across three social media platforms: Instagram, Facebook, and Twitter. It predicts "Video Completion Rate" and "CTR (Click-Through Rate)". A key feature is that it requires no dedicated dashboard installation and can be used via email or business chat. For email, when an operations manager submits ad materials, the system automatically detects campaigns ready for delivery and sends the prediction results. In business chat, prediction values are notified within seconds after sending the required delivery information and ad creative.
Moving forward, our group will continue advancing the sophistication of the creative production and delivery process to enhance the effectiveness of social media advertising.
■MONALISA Logo
※A central project team that consolidates cutting-edge AI expertise developed and operated across internal projects with our established external network. It drives the utilization of AI—an essential element for future business—both internally and externally.
https://aimirai.ai
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Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2019/0319-009781.html
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