Creative Planning and Production Service for AI-Powered Programmatic Advertising
End-to-end service from planning and production to operation of optimal advertising creatives
in the AI era combining Hakuhodo DY ONE’s proprietary AI agents
and long-standing expertise in advertising operations
Against the backdrop of AI-powered optimization of delivery logic by media companies and mass generation of creatives by generative AI, we have developed a system to make sure that the two wheels keep turning: discovery of winning creatives that bring overwhelming results on the one hand, and massive generation of creatives to ensure results on the other. We thus deliver maximum advertising impact for clients centered on creatives.
*One of the key services of ONE-AIGENT, a package of AI agent-powered marketing support services offered by Hakuhodo DY ONE
“Creative policy” for programmatic advertising
In the age of AI, now that advertising operations are mostly automated and creatives can be conjured up by generative AI, result-yielding creatives as we define them are composed of three elements:
(1) Discovery of winning creatives that bring overwhelming results
(2) Massive generation and delivery of creatives to ensure results
(3) Design and implementation of a PDCA cycle for ongoing improvement
It is crucial to combine all these elements; creatives that only pursue quantity will not yield results. It is also difficult for any creative to produce good results in programmatic advertising if it only chases after quality. Hakuhodo DY ONE believes that meeting those three requirements at the same time provides the fastest way to maximizing results.
Why can Hakuhodo DY ONE produce results? The creative-led approach
As platforms change their ways including with the automation of advertising operations, the influence of creatives on advertising effectiveness has been rising. Creative approaches are also changing with the mainstreaming of operational techniques that do not involve targeting segmentation.
With creative-led ad delivery, you can unearth new target groups and prevent the benefits of programmatic advertising from leveling off. Moreover, Hakuhodo DY ONE can substantially raise the probability of creative success not by simply addressing this approach with the volume of creatives but with the volume of winning creatives. The strategy and approach are underpinned by the unique capabilities developed by Hakuhodo DY ONE in performing AI-powered creative production.
Scope of services
Planning: Creative strategy development
To maximize the results of digital advertising, we propose to prevent the benefits of programmatic ads from leveling off by unearthing new target groups with a creative-led approach, not limited to traditional target design.
Production: Creative planning, production and proposal
By avoiding homogenization commonly found among generic generative AI-powered creatives and combining our original approach to widening the scope of proposed expressions directed by our experienced talents, we plan and produce creatives that resonate with sei-katsu-sha and increase brand equity.
Improvement: Design of an operational PDCA/trial cycle
We design and execute a high-speed PDCA cycle based on the data obtained with our creative-led approach. We are able to substantially raise the winning percentage of creatives not with the simple volume of creatives, but with the volume of creatives with high probabilities of success. By combining AI-powered effectiveness prediction and deep insights of humans, we deliver ongoing optimization and improved results.
Service features
Diversified expressions
Generative AI-powered creatives tend to be homogeneous, but our service creates diverse and highly unique expressions by combining our original approach to widening the scope of proposed expressions directed by our experienced talents.
Pursuit of total optimization
With the intervention of a general director, we offer the optimal direction for the total growth of the client, and not limited to partial optimization including for the volume and speed of a specific campaign.
Emphasis on sei-katsu-sha insight and brand equity
Our directors leverage their sei-katsu-sha insight to determine whether the generated creative will resonate with sei-katsu-sha and appropriately embody the brand equity of the client, for example. This also serves to sustain and increase the brand equity.