#Japan #Fusion #Shibuya #ViaGate #EmomilResearch

Transforming Cognitive Advertising with Data Insights

In a groundbreaking partnership, ViaGate Inc. and FUSION have joined forces to innovate cognitive advertising operations by leveraging emotional analysis and viewer data. By combining their expertise, these leading firms aim to create a new operational model that enhances advertising effectiveness during campaigns rather than after their completion.

Background and Objectives

Traditional cognitive advertising strategies typically measure success through intermediate KPIs like completion rates and CPM (cost per mille). However, the ultimate metric, brand lift, is often evaluated post-campaign through surveys, limiting real-time adjustments during the execution phase. This has created a notable gap in understanding whether the current strategies align with campaign objectives. In response, ViaGate offers a unique technology that visualizes and quantifies how creatives are perceived and felt by audiences through insights derived from time-series viewing data and emotional analysis.

The collaboration seeks to identify elements that positively contribute to campaign objectives and facilitate the real-time redesign of creatives and media strategies throughout the campaign, marking a significant shift in the PDCA (Plan-Do-Check-Act) cycle for digital advertising.

Data Insights from ViaGate's Solution

ViaGate's insights platform, Emomil Research, goes beyond traditional metrics to provide a clearer picture of viewer engagement and emotional responses. This comprehensive analysis involves:

• - Tracking eye movements and drop-off points in real-time.
• - Monitoring shifts in viewer emotions, such as liking, interest, and surprise, at specific moments.
• - Gathering quantitative behavioral data like completion rates and drop-off reasons.
• - Conducting AI-based interviews to capture qualitative psychological insights.

By integrating these data points, advertisers can measure the impact of their strategies in finer detail, determining precisely when and where viewer interest wanes.

Overview of the Joint Package

This new package integrates ViaGate's viewing data solutions with cognitive advertising, enabling a quantitative execution of the PDCA cycle that was previously challenging. The structured process involves:
1. Utilizing Emomil Research for scene-based brand lift surveys either pre-launch or shortly after (for example, three days in).
2. Identifying key scenes and elements that contributed to the campaign's objectives based on the collected viewing and emotional data.
3. Implementing immediate creative adjustments and optimizing media plans based on these insights.
4. Conducting deeper analysis post-campaign to extract actionable insights for future creative designs.

The standout feature of this package is its ability to collect data and implement improvements without halting the advertisement’s distribution. This approach enables viaGate to visualize and analyze audience reactions at a scene level, allowing FUSION to optimize creatives and media plans in real-time. Thus, brands can now engage in proactive PDCA processes rather than waiting until after a campaign ends. This method also clarifies previously ambiguous aspects of cognitive advertising impacts by examining both viewer numbers and emotional responses.

Future Outlook

Through this partnership, ViaGate and FUSION aim to embed a perspective of quantitative improvement into the design and operational processes of brand advertising. They plan to continue developing solutions that leverage ViaGate's insights-driven technology and FUSION's digital and creative expertise, facilitating practical and scalable advertising innovations.

About FUSION Inc.

Founded to merge digital strategy with creative design, FUSION embraces a mission of 'posing new questions and creating new answers.' Based in Shibuya, Tokyo, FUSION supports various companies' branding and acquisition efforts by breaking conventional advertising molds to achieve ambitious goals.

Headquarters: VORT AOYAMA II, 10th Floor, Shibuya, Tokyo, 150-0002
Founded: March 9, 2020
CEO: Ryosuke Maeda
Website: FUSION

About ViaGate Inc.

With a mission to construct a societal framework where everyone can make rational decisions powered by valuable information, ViaGate develops innovative data marketing technologies to capture and analyze natural communication. They prioritize understanding user engagement in unfiltered detail.

CEO: Morio Shimosaki
Headquarters: 18-4 Sakuragaoka-cho, Shibuya, Tokyo
Website: ViaGate
Emomil Research: Emomil Research

Contact Information

For inquiries, please contact ViaGate Inc. PR Team at email: [email protected]