A creative and planning methodology that spurs sei-katsu-sha to action
Attention-to-Action (ATA) Creatives that Trigger Emotions
ATA is Hakuhodo DY ONE’s unique methodology for creatives and planning that grabs sei-katsu-sha attention and sparks spontaneous action.
Attention-to-Action (ATA) creatives that trigger emotions is a methodology for creatives and planning that Hakuhodo DY ONE has redefined in keeping with the changes in the media landscape.
- When you want to trigger interest among potential users and actualize their needs
- When you want to design the optimal plan to be known and become a brand people choose even with low name recognition
- When you are starting to feel the limitations of creatives made with AI
The ATA methodology really shines in the following situations.
Why Attention-to-Action now?
Today’s sei-katsu-sha operate with much higher information literacy, which enables them to sort through information better to select information relevant to them.
The upshot of this is that ads that just say what they want to say usually fail to capture sei-katsu-sha interest.
Given this situation, what’s increasingly demanded is a fundamental shift: treat ads as inherently uninteresting and then devise ways to naturally integrate ads into sei-katsu-sha daily lives. So rather than an advertiser-centric approach that conveniently assumes what the viewer’s circumstances are, ads can become perceived as personally relevant, not imposed, by presenting small, relatable frustrations or fleeting emotions experienced by everyone.
Attention-to-Action (ATA) creatives that trigger emotions are new creatives that call today’s more cautious sei-katsu-sha to action.
The ATA approach
Conventional direct-response creatives typically have a communications pattern centered on offers or a promotion on specs, followed by a call to action (CTA). With Hakuhodo DY ONE’s redefined communications however, we focus on creatives that include appeals and staging that demand attention — the spark that triggers spontaneous action by sei-katsu-sha. This is the ATA approach.
CTA and ATA each have their roles. Hakuhodo DY ONE believes that combining these dual approaches will become the mainstream of future digital advertising to communicate more broadly with sei-katsu-sha and maximize results.
Merits of ATA
Consistent design from getting watched to encouraging action
ATA involves the use of creatives that are beneficial for both awareness and acquisition. While the approach is specialized for attention, there have been many cases where it has also made concrete contributions to acquisition, and ATA can also visualize indirect effects linked to KPIs and KGIs. Hakuhodo DY ONE has experts in creatives for all funnel stages, which enables us to take full advantage of the ATA methodology to produce creatives that merge awareness and acquisition.
Products where ATA is the right choice
ATA is a particularly effective choice for the following types of products.
Products with high recognition: For products with a certain degree of existing recognition, ATA deepens sei-katsu-sha interest through fresh lenses or emotional appeals to drive action.
Products that sei-katsu-sha can readily make decisions about (easily purchase): ATA is effective at triggering immediate action, with power attention and emotional hooks, for products more prone to impulse buying or use.
Hakuhodo DY ONE’s vision of creatives for the AI era: balancing efficiency with value creation
Today, when platforms are increasingly more automated than ever, the key lever for performance in programmatic advertising is shifting ever more toward creatives. As operations become even more automated and optimized, creatives will become the main variable determining final outcomes. To produce results with creatives in the AI era, it is imperative that they balance two factors — efficiency and value creation.
Efficiency — Frameworks that ensure production speeds and mass volumes
The AI era demands the construction of frameworks that can prepare the necessary creatives as quickly as possible while also supporting mass production of creatives.
Value creation — Construct brand images and evoke desire
It is also vital to go beyond mass production and craft creatives that establish originality and identity of brands and that evoke sei-katsu-sha desire.
Hakuhodo DY ONE backs achieving results and business growth with a dual approach fueled by both data and ideas, rather than relying on just mass-produced creatives.
Creatives that deliver both
1. Mass-produced creatives fueled by data and AI
We quickly generate all kinds of creatives, making full use of data and AI, in pursuit of efficiency and productivity.
2. Planned creatives fueled by ideas
We develop concept-driven creatives, with creators’ ideas and deep insights at the fore, to generate brand value and evoke desire that moves sei-katsu-sha emotionally.
Hakuhodo DY ONE’s unique strengths realized through our dual AI x human expertise
Hakuhodo DY ONE has a dual AI x human system to produce creatives. We don’t just mass-produce creatives with AI. We ensure quality and brand value with the power of people.
◊ AI — Predict results and boost efficiency with a wealth of data
We make use of Creative Engine Bloom, Hakuhodo DY Group’s integrated marketing platform to boost efficiency, speed, and optimization in creative production and analysis.
- Develop more ideas: Generate personas, produce customer journeys, generate promotional directions, and create copy
- Make production more efficient: Generate image assets, composition AI, auto-resizing, review outcomes in advance
◊ People — Ensure professional quality with extensive knowledge and insight discovery
Through collaboration between our dedicated creative organization and our specialized AI technology team, our professionals leverage deep expertise and insights to maximize brand value.
- Direct design optimization: Build premises and hypotheses from external / internal factors, find AI / media insights, verbalize performance analyses, suggest next actions
- Brand quality management: Brand understanding, insights into industry promotions, verbalize designs, suggest visual improvements
