The agreement will see the launch of an AI tool called Emolyzer, which was co-created by the two firms to predict the effectiveness of adverts.

Emolyzer is a self-serve platform built specifically for the Japanese market, allowing advertisers to predict the emotions an advertisement is likely to generate, as well as its impact on brand metrics. 

Using millions of data points from Japanese consumer responses, the Emolyzer platform uses a predictive algorithm to deliver insights, with metrics highlighting how each video performs, and ranking it against other Japanese videos and viewers’ likely perceptions of the advert, including originality and trustworthiness.

Ian Forrester, chief executive and founder at Daivid, said: “Partnering with Video Research allows us to rapidly scale our AI-powered technology across the Japanese ad market and supercharge our global growth.

“Working with Video Research’s deep market expertise, we believe this platform will be a game-changer for faster and better decision-making.” 

Makoto Ogi, unit manager at Video Research, added: “We have been actively working to improve content quality through creative evaluation surveys and audience effectiveness testing. However, as the video advertising market continues to grow rapidly, there is increasing demand for faster and more efficient evaluation methods.

“By delivering this solution to the market, we will contribute to increasing the value of video content.”