The results of a prior test indicate that click rate and conversion improve to up to 140% and 120%, respectively.
The Internet ad business of CyberAgent, Inc. (Head office: Shibuya-ku, Tokyo; President: Susumu Fujita; listed in the first section of Tokyo Stock Exchange; Stock Code: 4751) has released “AI feed designer,” a model for predicting the effects of ads to optimize ads in dynamic retargeting advertisement by utilizing AI.
Dynamic retargeting advertisement means a method of displaying the most effective ads for each user who has visited a website by combining the product data owned by advertisers and the user’s action history in the website. It is expected that advertisement will become more effective, but the exposure of ads depends on the number of page views; accordingly, it is considered important to choose the most effective ad in order to maximize the effects of advertising.
“AI feed designer,” which has released by CyberAgent, is a service of ranking multiple ads in order of effectiveness by predicting the effects of the ads and choosing the most appropriate one before distributing them. With this, it is possible to select the most appropriate ad before the A/B test based on ad distribution results. This service is based on the AI model and ABEJA Platform (provided by ABEJA) developed by CA ABEJA, Inc., which is a joint venture between CyberAgent and ABEJA. It is possible to increase the precision of prediction through the relearning with data owned by advertisers.
■Schematic diagram of AI feed designer
When multiple ads were set for one product in EC sites, lease websites, etc., the ads were displayed regularly, but not always effectively. In order to maximize the effects of advertising, it is necessary to display the most effective ad. By utilizing “AI feed designer,” it becomes possible to select the most appropriate ad.
The results of a test conducted before the release of this service indicate that ad images should be replaced with other ones to make advertisement more effective for about 70% of products. Based on this finding, the ads were replaced with more effective ones and they were distributed. As a result, click rate and conversion increased to up to 140% and 120%, respectively. By utilizing this service, enterprises can optimize ads, which had been displayed regularly, for each product and expect that the ads will work from the beginning of ad distribution.
CyberAgent will keep striving to maximize the effects of ads by taking advantage of its advanced technologies and taking various measures, including the provision of new marketing methods.
■Corporate profile of CyberAgent
Corporate Name: CyberAgent, Inc.
Location: 1-12-1 Dogenzaka, Shibuya-ku, Tokyo
Established: Mar. 18, 1998
Capital: 7,203 million yen (As of the end of Dec. 2018)
Representative: Susumu Fujita, President
Business Content: Media Business, Internet Advertisement Business, Game Business, and Investment Development Business
■For inquiries about this news release
Publicity staff of the Internet Advertisement Business Division, CyberAgent, Inc.
E-mail: honbu_pub@cyberagent.co.jp