A marketing lab researching and developing next-generation vertical videos
- Tokyo Vertical Video Lab -
A marketing lab specializing in vertical videos that analyzes next-generation vertical video marketing with a scientific approach to maximize campaign results
The Tokyo Vertical Video Lab takes a scientific approach to analyzing vertical videos commonly seen on TikTok and YouTube Shorts from three angles — creatives, media, and operations — to maximize campaign results. The lab brings together professionals from many different fields and pools their expert knowledge to engage in research and implementation of next-generation vertical video marketing.
Have you ever experienced these concerns with vertical videos?
— We want to enhance our vertical video promotions (including TikTok and YouTube Shorts), which are blowing up around the world, but we don’t know where to start with advertising, influencers, or running official accounts.
— We don’t understand the objectives of vertical videos or their position within our overall marketing strategy.
— We don’t know how to set the right KPIs or measurement metrics for vertical videos.
Vertical videos are very appealing to sei-katsu-sha who prioritize time-efficient information gathering.
However, the dizzying pace of ever-changing trends in vertical videos makes it no easy feat to capture sei-katsu-sha attention and encourage them to take action.
In a time when jumping on a trend means you are already too late, Hakuhodo DY ONE helps clients solve challenges and grow their businesses with the capabilities and approaches described below.
Tokyo Vertical Video Lab’s capabilities
We analyze vertical video marketing scientifically from three directions — creatives, operations, and media — to maximize the results of clients’ vertical video promotions.
We continually produce creatives that match current trends through co-creation with creators and media partners.
We work from data and insights on programmatic advertising to provide thorough campaign validations, using integration with search ads and multi-factorial result measurements.
Strategies and KPIs designed by the Tokyo Vertical Video Lab
The Tokyo Vertical Video Lab develops multilayered strategies tailored to each client’s business phase and target audience. Our strategies start with vertical videos (such as TikTok and YouTube Shorts), a top trend in modern marketing, to drive brand awareness, customer acquisition, and loyalty fostering.
The Tokyo Vertical Video Lab sets KPIs that provide insight on how strategies impact business outcomes, not superficial metrics on the virality of content or high view counts. We set goals that are integrated with the overall marketing plan so each campaign’s business contribution can be visualized. Examples include contributions to unaided recall through integration with TV ads or increases in intent to purchase caused by comment functions. Furthermore, to achieve continuous business growth, we operate PDCA cycles for creative production, ad delivery plans, media platform selection, and other operations through multilayer analyses of visualization data.
Hakuhodo DY ONE offers package plans that can be deployed almost immediately. We provide flexible support based on these packages, tailored to each client’s specific challenges.
Owned account management package
Vertical video production package with TV ad integration
Short vertical dramatic series production package
