DAIVID Partners to Launch Japanese Ad Test Tool
July 31 2025
UK-based ad impact forecasting company DAIVID has a announced a partnership with Japanese MR firm Video Research, bringing its services to the country for the first time and launching Emolyzer, a new self-serve AI-powered creative testing tool built specifically for the Japanese market.
DAIVID provides human-trained, AI-powered technology which analyses video and image content to predict creative attention, response across 39 emotions, and impact on brand metrics.The firm's Creative Data Feed integrates the data into ad platforms to enhance their performance and functionality, while brand marketers and agencies use the firm's tools to measure, benchmark and optimise the impact of their marketing.
Video Research is the industry standard for TV measurement in Japan, and the deal gives marketers across Japan access to DAIVID's advanced creative testing technology. Emolyzer uses millions of data points from Japanese consumer responses, to model and predict the emotions an ad is likely to generate, as well as its impact on brand metrics. The metrics highlight how each video performs, ranking it against other Japanese videos, and viewers' likely perceptions of the ad, including originality and trustworthiness.
Outputs from the platform include:
- A prediction of the viewer percentiles most likely to experience a deep emotional connection to the content;
- A second-by-second breakdown of the emotions an ad will generate among target audiences;and
- 18 Video Research metrics, including message accessibility and consumers' impressions of the products.
Ian Forrester (pictured), CEO and founder of DAIVID, states: 'Partnering with Video Research allows us to rapidly scale our AI-powered technology across the Japanese ad market and supercharge our global growth. With so much content being produced across so many different channels, advertisers need smarter tools to keep up. Developed in partnership with Video Research since 2023, the new Emolyzer platform helps marketers cut through the noise, maximise media spend and unlock the emotional impact of their creative. Working with Video Research's deep market expertise, we believe this platform will be a game-changer for faster and better decision-making.'
'We have been actively working to improve content quality through creative evaluation surveys and audience effectiveness testing,' says Makoto Ogi, a Unit Manager at Video Research. 'However, as the video advertising market continues to grow rapidly, there is increasing demand for faster and more efficient evaluation methods. In response to this trend, we partnered with UK-based company DAIVID in 2023 to conduct technical research on emotion-based video evaluation.'
Video Research is offering a free trial of the new Emolyzer platform via its web site at
www.videor.co.jp . Daivid is online at
www.daivid.co .
