KEY POINTS
- Hakuhodo and Hakuhodo Technologies launch a new AI function in AaaS with Meta for pre-launch creative scoring and target reach forecasting
- Meta-focused models use authorized campaign performance data to help advertisers select stronger creatives before ad delivery
- Initial deployment covers display advertising and sector models for cosmetics, automobiles, finance and restaurants
Hakuhodo adds AI-powered predictive features to its AaaS with Meta solution. Note: Japanese text in the original image from press release has been translated into English by our editorial team.
Hakuhodo Inc. and Hakuhodo Technologies Inc. will begin offering a new AI function in their "AaaS with Meta" advertising solution that predicts the likely effectiveness of Meta ad creatives and target reach before campaigns are launched, according to a statement released on May 29.
The new function is the third addition to AaaS with Meta, a solution built with data and technology from Meta's Japan unit, Facebook Japan G.K., under a business alliance focused on brand-building on social media. The feature is designed to help advertisers choose higher-performing creatives before distribution and estimate reach in advance, with the aim of reducing testing budgets and improving budget allocation.
Hakuhodo said Meta has positioned creative quality as a key factor in brand building and ad performance. Under conventional ad operations, advertisers often need to run campaigns before determining which message or creative material performs best, leading to budget spending during the testing stage.
The new function uses AI models specialized for Meta advertising. The models were built on a large volume of authorized campaign performance data and trained on features including image size, aspect ratio and titles, while reflecting differences in response patterns by industry.
Hakuhodo said demonstration tests using sector-specific models for cosmetics, automobiles, finance and restaurants confirmed the prediction accuracy and usefulness of the function. The companies have initially built delivery models for those four sectors.
When only creatives judged in advance as "high quality" were distributed, cost per reach improved compared with distributing all materials at the same spending level, confirming consistency between the pre-launch forecasts and actual campaign results, according to the release.
The rollout begins with display advertising, and the companies plan to expand coverage to more industries and additional creative formats. The initiative is being promoted as part of HCAI Professionals, the Hakuhodo DY Group's cross-group AI specialist organization.
Hakuhodo had previously rolled out the first and second phases of AaaS with Meta to improve advertising effectiveness in influencer marketing. Hakuhodo said it had also received Meta's "2025 Agency of the Year" award, which it cited as part of the foundation for developing the new solution.
AaaS is a next-generation model promoted by the Hakuhodo DY Group for the digital transformation of the advertising media business. In Japan's advertising market, Meta platforms such as Facebook and Instagram are widely used for brand advertising and performance marketing, making creative testing and audience targeting central parts of campaign operations.
