AJA Launches "Creative DX Lab" to Research and Develop Creative Content in the OTT Domain
AJA, a subsidiary of CyberAgent, has launched "Creative DX Lab," a specialized organization aimed at analyzing video creative content in the OTT domain, including TV devices, to maximize marketing ROI. The lab will focus on creative effectiveness analysis, high-quality content production, and optimal media distribution to establish a new standard for advertising operations.
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- 📰 Published: June 10, 2026 at 11:00
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AJA Inc. (Headquarters: Shibuya-ku, Tokyo; President: Kenta Noyashiki), a wholly-owned subsidiary of CyberAgent, Inc. (Headquarters: Shibuya-ku, Tokyo; President & CEO: Takashi Yamauchi; TSE Prime Market: Stock Code 4751), today announces the establishment of "Creative DX Lab," a specialized organization dedicated to analyzing video creative content (commercials/program content for distribution platforms) in the OTT domain, including TV devices, with the aim of maximizing marketing Return on Investment (ROI).
Initiatives of "Creative DX Lab"
"Creative DX Lab (Creative Digital Transformation Lab)," a specialized team established to accelerate DX (Digital Transformation) in the video creative domain, will strengthen its initiatives centered around three pillars to address the challenges of advertisers, agencies, and media, aiming to maximize advertising effectiveness.
1. Analysis of Advertising Effectiveness of Video Creatives in the OTT Domain
Based on past distribution results in the OTT domain, we will quantitatively analyze which elements of video creatives contribute to advertising effectiveness using data. This will support data-driven decision-making.
2. Production of High-Quality Video Creatives that Maximize Advertising Effectiveness in OTT, Supervised by Top Directors
Based on the analysis results, we will produce creatives with high advertising effectiveness.
3. Distribution of Video Creatives to Optimal OTT Media
Based on distribution results, we will analyze "which video to show, on which media, to whom." We will derive the optimal combination of creative and media, and increase ROI by providing an optimal viewing experience tailored to media characteristics.
Through these mechanisms, by rapidly and continuously cycling through "analysis → production → distribution → improvement," we will achieve the delivery of highly effective creatives with reproducibility.
"Creative DX Lab" aims to build a new standard for advertising operations where all stakeholders can experience tangible results.
About AJA Inc.
Leveraging the know-how and technological capabilities cultivated by the CyberAgent group in media operations, we strive to bridge the gap between digital and mass advertising evaluation methods, realize clear visualization of ad delivery, and solve the challenges faced by brand advertisers while improving advertising effectiveness.
▼Company Overview
Company Name: AJA Inc.
Location: 40-1 Udagawa-cho, Shibuya-ku, Tokyo
Established: November 1, 2016
Representative: Kenta Noyashiki, President and Representative Director
Business Activities: Ad Technology Business
▼AJA Inc. Official Website
https://aja-kk.co.jp/
▼Contact for Inquiries Regarding This Matter
https://aja-kk.co.jp/contact
Initiatives of "Creative DX Lab"
"Creative DX Lab (Creative Digital Transformation Lab)," a specialized team established to accelerate DX (Digital Transformation) in the video creative domain, will strengthen its initiatives centered around three pillars to address the challenges of advertisers, agencies, and media, aiming to maximize advertising effectiveness.
1. Analysis of Advertising Effectiveness of Video Creatives in the OTT Domain
Based on past distribution results in the OTT domain, we will quantitatively analyze which elements of video creatives contribute to advertising effectiveness using data. This will support data-driven decision-making.
2. Production of High-Quality Video Creatives that Maximize Advertising Effectiveness in OTT, Supervised by Top Directors
Based on the analysis results, we will produce creatives with high advertising effectiveness.
3. Distribution of Video Creatives to Optimal OTT Media
Based on distribution results, we will analyze "which video to show, on which media, to whom." We will derive the optimal combination of creative and media, and increase ROI by providing an optimal viewing experience tailored to media characteristics.
Through these mechanisms, by rapidly and continuously cycling through "analysis → production → distribution → improvement," we will achieve the delivery of highly effective creatives with reproducibility.
"Creative DX Lab" aims to build a new standard for advertising operations where all stakeholders can experience tangible results.
About AJA Inc.
Leveraging the know-how and technological capabilities cultivated by the CyberAgent group in media operations, we strive to bridge the gap between digital and mass advertising evaluation methods, realize clear visualization of ad delivery, and solve the challenges faced by brand advertisers while improving advertising effectiveness.
▼Company Overview
Company Name: AJA Inc.
Location: 40-1 Udagawa-cho, Shibuya-ku, Tokyo
Established: November 1, 2016
Representative: Kenta Noyashiki, President and Representative Director
Business Activities: Ad Technology Business
▼AJA Inc. Official Website
https://aja-kk.co.jp/
▼Contact for Inquiries Regarding This Matter
https://aja-kk.co.jp/contact
FAQ
What are OTT ads?
OTT (Over The Top) ads are advertisements displayed in video content delivered over the internet (e.g., Netflix, YouTube). Viewing on TV devices is increasing.
What kind of data does Creative DX Lab analyze?
Based on past distribution results in the OTT domain, they quantitatively analyze which elements of video creatives contribute to advertising effectiveness.
What does it mean to maximize ROI?
It means maximizing the profit (effect) obtained relative to the advertising cost (investment). This is achieved through data analysis and optimization.
Why is R&D for creative content in the OTT domain important now?
Because video viewing on TV devices is shifting to OTT platforms, and advertisers require effective ad delivery methods.
What challenges is AJA trying to solve?
They aim to bridge the gap between digital and mass advertising evaluation methods, achieve clear visualization of ad delivery, and contribute to improving advertising effectiveness for brand advertisers.