NEWS

OPT, Inc. (Head Office: Chiyoda Ward, Tokyo; President & CEO: Daisuke Kanazawa; hereinafter “OPT”), an Innovation Agency leading the digital shift, has established a mechanism for accelerating enhancement of creative advertising content through Auto Tagging AI technology, which classifies creative advertising automatically. This facilitates a substantial reduction in the work necessary for analysis, and enhances the cost-effectiveness of advertising.

Creative content has a significant impact on the effectiveness of display advertising.
Therefore, the ability to appropriately analyze the causal relationship between the elements of creative content (such as images, slogans and product appeal) and advertising effect, and swiftly alter creative content as needed, is vital for enhancing the effectiveness of advertising. 

In the past, analysis largely depended on the personal knowledge and expertise of individuals such as creative directors and designers. It took a substantial amount of time to prepare the reports necessary for analysis, creating a bottleneck in the enhancement of creative content usage.

The new Auto Tagging AI technology automatically classifies elements of creative content based on existing production knowledge, facilitating immediate analysis linked to advertising effectiveness. This leads to a reduction of around 30% in the work of analysis, which comprises a substantial part of operations related to using creative content, and enables accelerated enhancement of creative content usage. 
Going forward, OPT will work to construct data infrastructure for the analysis of creative content, by classifying up to several hundred thousand units of creative content, including past productions, according to specific elements. 


■Features of Auto Tagging AI Technology
Various cloud vendors already offer services that classify and tag elements within images using AI, but these have only offered general results and high granularity for tasks such as detecting objects in the image. The Auto Tagging AI technology developed by OPT however is able to automatically classify over 20 tagged elements that are found to be associated with advertising effectiveness, separately extracted for each industry based on existing production expertise, such as whether the product is held in the actor’s hand or not, even among advertisements for the same product.

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In the future, OPT will continue to be a digital partner in corporate marketing, planning and proposing new measures to maximize the effect of advertising while quickly responding to changes in technology. Enhancing the quality and effectiveness of creative advertising content is an important part of this.

■About Data Intelligence Team
This is an AI R&D team at “Opt Technologies,” an engineer group within OPT. The Data Intelligence Team is responsible for research and development in this project. The team seeks to develop AI that can be used for actual marketing, and dedicates itself every day to R&D and data analysis for AI that is useful in the marketing and promotion of advertisers.