D.A.Consortium Holdings Inc.
DAC and IREP establish a lab for next-generation creative technology
D.A.Consortium Holdings’ Creative Technology Lab
Tokyo, May 28, 2018 --- D.A.Consortium Holdings (DACHD) has newly established D.A.Consortium Holdings’ Creative Technology Lab (CTL) by bringing together the technological expertise and creative capabilities of two of its group companies, D.A.Consortium Inc. (DAC) and IREP Co., Ltd. (IREP). CTL will be a cross-company, lateral organization that conducts research and development of next-generation creative technology.
Both DAC and IREP group companies have been conducting research on digital communication design to meet the needs of modern-day society, where sei-katsu-sha (our term for consumers that encompasses all aspects of their lives) are using a diverse range of devices and adopting different styles in the way they interact with media. Recently, advertisers have begun to seek higher quality advertising functions to realize better ways to communicate with sei-katsu-sha. Data and technology are increasingly being used in the creative process, accelerating advances in methods of expression. Given this, DACHD had been conducting research and development of creative technology, such as dynamic creative with audience data, designs based on usability and prediction on advertising effectiveness, solutions to automate the production processes, for higher efficiency. CTL was established as a lateral organization to utilize the results and findings of these R&D efforts across the entire group.
In a digital marketing environment where advertising efficiency and effectiveness are becoming increasingly important, advertisers and ad agencies are facing challenges in digital advertising planning, production, operation and other aspects. To help resolve these problems, CTL will conduct R&D in the following four areas:
・Campaign management, production work flow, work flow management
・Creative that utilizes influencers and other outside parties
・Data-driven creative, etc.
・Ad planning that is in line with the media’s characteristics
・Operational and strategy proposal support
・Effect analysis of ad content assets
・Forecast models of ad content effect
・Development of the most appropriate operational procedures that combine audience data and ad content
In addition to the above-mentioned areas, CTL will pursue joint research with universities, such as the University of Tokyo and Hanoi University of Science and Technology, as well as with Hakuhodo’s Suda Lab™(*1), an in-house development operation that gives concrete form to progressive ideas. CTL will also work on various R&D initiatives with DACHD’s DAC Open Innovation Lab (*2), which uses open innovation to explore the future of digital advertising.
[CTL member companies ]
D.A.Consortium Holdings Inc.（https://www.dac-holdings.co.jp/english）
IREP Co., Ltd.（https://www.irep.co.jp/global/）
HAKUHODO i-studio Inc.（https://www.i-studio.co.jp/en/）
Each of the companies participating in CTL will conduct research on AI and state-of-the-art technologies and its utilization. Furthermore, the companies will actively work across the group organization to pursue creative technology research with the aim to unharness the potential of digital technology and create a more active digital society.
(*1) An internal, cross-departmental project, involving primarily in-house creators who have expertise in digital and direct advertising, to develop next-generation creative. March 7, 2014 press release: “Hakuhodo sets up Suda Lab, an in-house creative lab to develop innovative ideas for the future of advertising.” (in Japanese) http://www.hakuhodo.co.jp/archives/newsrelease/16190
(*2) A cross-company, lateral group that uses open innovation to conduct research into the future of digital advertising with the aim to resolve the challenge of creating appropriate creative that reflects an accurate understanding of the target audience. November 2, 2017 press release: “DACHD launches “DAC Open Innovation Lab (DOIL)” to study digital advertising’s future” https://www.dac.co.jp/english/press/2017/20171102_dachd_doil
■ D.A.Consortium Holdings Inc. ( https://www.dac-holdings.co.jp/english )
|Representative||：Masaya Shimada, Representative Director & President|
|Head Offic||：Yebisu GardenPlace Tower 33F, 4-20-3, Ebisu, Shibuya-ku, Tokyo|
：2nd Section of Tokyo Stock Exchange（Stock code: 6534）
■ D.A.Consortium Inc. ( https://www.dac.co.jp/english )
|Representative||：Masaya Shimada, President&CEO|
|Head Office||：Yebisu GardenPlace Tower 33F, 4-20-3, Ebisu, Shibuya-ku, Tokyo|
：Online media transaction related business, Solution business,
■ IREP Co., Ltd. ( https://www.irep.co.jp/global/)
|Representative||：Shunsuke Konnno, President & CEO|
|Head Office||：Yebisu GardenPlace Tower, 4-20-3, Ebisu, Shibuya-ku, Tokyo|
：Agency Business, Solution Business, Tool Business, Others (Digital Media
※DAC and IREP are 100% subsidiaries of D.A.Consortium Holdings Inc.
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D.A.Consortium Holdings Inc.
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