Dentsu X and Japanese beer brand Asahi have teamed up to deliver an AI-powered marketing campaign in Hong Kong.
The campaign, in partnership with ad tech company Teads, was launched for Asahi Dry Crystal, the brand’s lighter, low alcohol version of its famous Asahi Super Dry lager.
Teads is a global outcome-focused ad tech company for advertisers and publishers. Using Teads, advertisers can get enhanced targeting and creative testing on their ads using AI.
Dentsu partnered with Teads for the campaign to predict how consumers would engage with Asahi’s ads and which ad formats and placements drive the most engagement.
“In today’s fragmented media landscape, attention is emerging as a powerful metric for brand-building,” said Chrystal Ng, Insights Director at Teads APAC. “It goes beyond viewability to reveal true consumer engagement for brands such as Asahi, helping marketers craft more resonant campaigns and drive stronger brand outcomes at scale.”
The tech enabled Dentsu and Asahi to receive real-time insights, without using cookies and with privacy front-of-mind.
Asahi revealed the campaign drove a 20 percent lift in View Rate and 13 percent increase in attention per 1000 impressions (APM).
“As media planners, we’re constantly seeking ways to bridge data with human behaviour,” commented Kitty Kwan, Planning Director at Dentsu X. Predictive attention tech lets us plan with foresight – shaping campaigns around how people actually engage, not just what they see.”
Real-Time Creative Testing
Recent years have seen the heightened rise of AI-enhanced targeting and creative testing in ads, allowing brands and agencies to understand how audiences are engaging with campaigns in real-time.
Leveraging machine learning, marketers can analyse massive datasets to predict user behaviour, segment audiences more precisely, and optimise campaign performance in the moment.
AI-fuelled creative testing allows for rapid iteration of ad variants, meaning advertisers can adjust visuals, messaging, and formats based on engagement metrics.
Major browsers like Chrome, Safari and Firefox either have, or have spoken about, eliminating third-party cookies – pushing advertisers towards third-party data and contextual targeting.
The use of AI in this way has been particularly appealing as privacy regulations tighten and consumer attention fragments.
