XICA launches new service "ADVA CREATOR" that uses brainwave analysis and data science to visualize the effectiveness of TV commercial creatives

To coincide with the launch, Yasutoshi Matsuda of creative boutique Shingata has been appointed as an advisor

XICA Corporation (Headquarters: Chiyoda-ku, Tokyo; CEO: Yoshiaki Hirao; hereinafter referred to as XICA) will begin offering "ADVA CREATOR" on December 2020, 12 as a new service in its data science-based marketing optimization solution "XICA ADVA" series. The service uses brainwave analysis and data science technology to analyze the effectiveness of TV commercial creatives and create them.

In addition, to coincide with the launch of ADVA CREATOR, Yasutoshi Matsuda, one of the founders of the creative boutique Shingata, has been appointed as an advisor to our company.

Overview of ADVA CREATOR

Approximately 1.8 trillion yen is spent on television commercials each year(*1), and although commercial creative is a factor that greatly influences advertising results, it is an area where the effectiveness is difficult to measure quantitatively and decision-making is often based on intuition.

ADVA CREATOR incorporates our proprietary creative analysis methodology, which combines EEG analysis and data science technology. Unlike traditional creative effectiveness measurement methods (focus group surveys, AB testing, etc.), it is possible to pinpoint areas for improvement in creative at the granularity of production and composition, such as "using a female celebrity leads to increased purchasing desire" or "presenting the product name in the first half of the commercial leads to solidifying awareness."

We also work with creative boutiques and production companies to support creative production that reflects areas for improvement identified through analysis.

This will enable companies advertising on television to create creative content that is more likely to produce results than ever before.

ADVA CREATOR Co-developer

ADVA CREATOR is a service jointly developed with Spark Neuro Japan, Inc. (Head office: Shibuya-ku, Tokyo; CEO: Ken Masui; hereinafter referred to as "SNJ"), a neuroscience marketing company based in New York.

SNJ has developed an EEG analysis algorithm capable of processing up to 1 data points per second, enabling it to reveal the viewer's level of attention and emotional response to creative content on a second-by-second basis.

In the United States, SPARK Neuro's solutions are used by major companies and organizations across a wide range of industries, including major brands, advertising agencies, television stations, film studios, and government agencies, to analyze video creatives.
In Japan, since the service began in 2019, it has been used by a variety of companies in their advertising and program production.

Yasutoshi Matsuda appointed as our advisor

To coincide with the launch of ADVA CREATOR, Yasutoshi Matsuda was appointed as an advisor to our company. After working at Dentsu Inc. and KDDI Corporation, Matsuda founded the creative boutique Shingata with CD Sasaki and CD Kurosu. After going independent, he has supported many advertiser companies as a consultant.

In the future, Matsuda will utilize his extensive knowledge of the advertising industry, which he has gained from working at advertising agencies, advertisers, and creative boutiques, to strengthen ADVA CREATOR's service delivery system as an advisor to the company.

Profile of Yasutoshi Matsuda

Representative Director of Matsuda Yasutoshi Office Co., Ltd. After gaining experience in sales and corporate planning at Dentsu, he worked as a sales and account planner at creative boutique Shingata. In 2012, he went independent and worked as a communications planner and consultant. He has ample experience in consulting for advertisers.

Comment from Yasutoshi Matsuda

When I first saw Director Magellan's commercial, I honestly thought, "Can they really do this kind of analysis?" But after actually seeing and hearing the detailed structure of the system from Mr. Hirao of XICA, and having all my mean questions answered carefully, I was amazed and thought, "It really can be done!" Advertising is a fusion of science and art. By using the scientific tool ADVA CREATOR, we compete with ideas and sense that machines cannot. I would like to work with such creators.

(Reference) ADVA CREATOR service details

ADVA CREATOR uses the following process to carry out everything from creative effectiveness analysis to production.

1) Data collection of creative ideas through brainwave measurements and questionnaires
② Identifying areas for creative improvement through data analysis
③ Creation of creative content that reflects improvements

① Data collection of creative ideas through brainwave measurement and questionnaires

Through brainwave measurements and surveys, we compile data on the elements that make up the creative and the viewer's response to the creative.

② Identifying areas for creative improvement through data analysis

The acquired data is then analyzed in two stages to identify creative elements that will lead to improved results.
Through this analysis, it is possible to identify areas for improvement in the creative at the granular level of production and composition, such as "using a female celebrity leads to increased purchasing desire" or "presenting the product name in the first half of the commercial leads to solidifying awareness."

3) Creating creative content that reflects improvements

We work with creative boutiques and production companies to produce creative content that reflects areas for improvement identified through analysis.

*The names and logos of XICA and XICA ADVA are registered trademarks or trademarks of XICA Corporation in Japan and other countries.
*Other company names and product names mentioned are trademarks or registered trademarks of each company.

About XICA Corporation https://xica.net/

Since its founding in 2012, XICA has been growing rapidly in the field of planning, developing, and providing statistical analysis systems, with the mission of "democratizing data analysis and marketing due diligence." Since its founding, the company has targeted business people who are "professionals in the field" rather than "analysis professionals," and has been highly regarded as a company that possesses "analysis technology applicable to business" honed through practical application in the business world.

About XICA ADVA　https://xica.net/adva/

XICA provides marketing optimization solutions based on data science. XICA ADVA's service lineup includes "ADVA MAGELLAN," Japan's No. 1 integrated online/offline advertising analysis tool (*2), and "ADVA BUYER," Japan's first "performance-based" TV commercial advertising agency. It optimizes all advertising PDCA from advertising analysis to planning and implementation with data science technology, maximizing companies' advertising ROI. The name ADVA has two meanings: "AD Valuate," which properly evaluates advertising using advanced analytical technology, and "Add Value," which provides added value to improve business results such as sales during the advertising process.

*1 Source: 2019 Japanese Advertising Expenditures | Dentsu Inc. | March 2020, 3 (https://www.dentsu.co.jp/news/release/11/2020-0311.html)
*2 Survey period: October 2019-10, 16 / Survey overview: Image survey of 18 marketing mix modeling tools and on-off integrated analysis tools / Survey method: Online survey / Survey participants: 10-22 years old, male and female, nationwide, marketing occupation, working for listed companies, working for companies that advertise TV commercials / Survey commissioned by: Shoppers Eye Co., Ltd.