What NOVASELL does

NOVASELL Inc. (ノバセル株式会社) is a Tokyo-based, AI-powered advertising agency founded February 1, 2022, operating as a wholly-owned subsidiary of Raksul Co., Ltd. The company positions itself as a "third type of agency," combining proprietary AI technology (with a registered AI patent covering marketing optimization) with strategy, creative, and analytics services to challenge the conventional Japanese advertising agency model. Its core service portfolio comprises three primary modules — NOVASELL for TV, NOVASELL for Digital, and NOVASELL for Cross-Media — supplemented by analytics tooling (NOVASELL Trend, NOVASELL Analytics, NOVASELL MMM), a rapid research service (Nobishiro), and an AI implementation/in-house team-building offering (NOVASELL AI Marketing Force). Underlying technology centers on real-time TV commercial effectiveness measurement, branded-search ("designated search") scoring, marketing mix modeling, and multi-objective budget optimization, with group company WILD SIDE Inc. providing direct TV media buying across all 32 Japanese broadcast areas.

The company's revenue mechanics span professional services (full-service agency engagements and marketing-DX consulting) and subscription-style recurring analytics access, with multi-year enterprise contracts and quote-based pricing. GTM is enterprise sales-led, anchored by a free "cost-cutting analysis" entry point and targeted at companies dissatisfied with traditional agencies and seeking post-third-party-cookie, measurement-driven marketing. The customer base spans automotive (SUBARU), insurance (E-Design, Sumitomo Life), IT/HR tech (dip, en Japan, HRBrain, Helpfeel), D2C (Morght/NELL, Base Food), consumer goods (Mandom, Shiseido, Mizkan), data/CDP (Treasure Data), and other categories, with documented outcome metrics including a 14.5x search lift at SUBARU, 134% branded-search cost-efficiency at dip, and 44% search lift / 5.5x reservations at JR East View & Sales. In 2025 the company initiated a sequence of corporate-restructuring public notices (spin-off, merger with an undisclosed counterparty, absorption-type split), consistent with preparation for capital-markets activity or larger-scale reorganization within the Raksul Group.

Name

NOVASELL

Legal name

ノバセル株式会社 (Novasell Inc.)

Website

https://novasell.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

251–500 employees

Short description

NOVASELL is a Tokyo-based, AI-powered advertising agency and wholly-owned subsidiary of Raksul, offering TV CM and digital advertising optimization, analytics tooling, and marketing-DX services to Japanese enterprises across automotive, insurance, IT, and consumer-goods sectors.

Ownership category

akta.pro rank

Product category

Advertising & Marketing Services

NAICS

Advertising Agencies (54181), Media Buying Agencies (54183), Software Publishers (5132), Other Services Related to Advertising (541890)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Integrated Advertising (Brand + Performance + Media) (BPAFAAAA)

akta.pro secondary industries

Marketing Technology, AdTech & MarTech Services (BPAFAAAN), Advertising, Marketing & Customer Personalization (HDAAAGAC), Media Measurement, Attribution & Marketing Mix Modeling (MMM) Services (MPAAABAN), Marketing Automation Platforms & Services (BPAFAFAC)

Keywords

• Advertising agency services
• TV commercial analytics
• Marketing mix modeling
• Digital advertising optimization
• AI marketing technology

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Advertising Agency Services: Full-service AI-powered advertising agency offering TV CM planning, digital advertising, and cross-media marketing services. Revenue generated through service fees for media buying, creative production, and consulting.
2. Analytics and Data Services: SaaS-style analytics tools including NPVASELL Analytics, NPVASELL Trend, and MMM services for measuring and optimizing advertising effectiveness
3. Marketing DX Services: Marketing transformation services including AI implementation support, professional talent provision, and team building consulting

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

NOVASELL is an AI-powered advertising agency offering comprehensive marketing services including TV commercial analytics, digital advertising optimization, and cross-media marketing. The company provides proprietary AI-driven analytics platforms (NOVASELL Analytics, NOVASELL Trend, NOVASELL MMM) for measuring advertising effectiveness, and delivers full-service advertising agency work including media planning, buying, and creative support for Japanese enterprise marketers.

Product overview

NOVASELL is an AI-powered marketing agency and technology company offering a unified platform of TV and digital advertising optimization services. The portfolio consists of three core service modules under the 'ノバセル for' brand (TV, Digital, Cross-media), supplemented by specialized analytics tools (ノバセルトレンド, ノバセルアナリティクス), rapid research service (ノビシロ), and AI implementation support (ノバセル AI Marketing Force). The company operates as a 'third-generation agency' leveraging proprietary AI with obtained patents to deliver data-driven marketing outcomes, combining creative services with technology-powered measurement and optimization capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• ノバセル for TV: TVCM advertising service focused on ultimate efficiency in TV commercial operations
• ノバセル for デジタル (NOVASELL for Digital)
• ノバセル for クロスメディア (NOVASELL for Cross Media)
• ノビシロ (Nobishiro)
• ノバセルトレンド (Novasell Trend)
• ノバセルアナリティクス (Novasell Analytics)
• ノバセル AI Marketing Force
• ノバセル インハウス (Novasell In-house)
• パートナープログラム (Partner Program)

Products and services

• NOVASELL for TV

Quantifiable outcome

• Branded search per cost improved to 134% average (dip case)
• +4 more outcomes

Named customers19 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature5 records

Partnerships

One partnership is on record.

• WILD SIDE Inc. (株式会社WILD SIDE)coreChannel Partner/ Reseller/ Distributor · 11 January 2017WILD SIDE is a group company of NOVASELL providing TV media buying services. Established January 11, 2017, with capital of 10 million yen. Located at Azabudai Hills, Tokyo. Specializes in direct TV CM buying across all 32 broadcast areas in Japan, branding, creative, and PR services. Able to purchase TV CM slots directly from broadcasters, unlike traditional agencies.

Scale indicators3 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Hakuhodo: Japan's largest advertising agency with a broad portfolio including TV, digital, and creative; competes head-on for enterprise marketing budgets and is the traditional foil NOVASELL positions itself against ('3rd type of agency').
• ADK Holdings: One of Japan's major traditional advertising agencies (part of Bain Capital portfolio); competes in TV CM planning/buying and integrated marketing services with broader portfolio than NOVASELL's AI-led focus.
• The Trade Desk: Global independent DSP and ad-tech platform with AI-driven optimization and cross-channel measurement; competes for advertising budgets and increasingly for the analytics layer NOVASELL monetizes.
• Accenture Song: Global experience transformation and marketing services arm of Accenture; competes for enterprise marketing transformation mandates and increasingly bundles AI-led analytics with creative delivery.
• Dentsu: Global advertising and marketing services giant with major Japan operations; offers overlapping capabilities in media buying, analytics, and creative as part of a much wider portfolio of services.

Direct peers

• Innovid: US-listed ad-tech company providing cross-media creative optimization, TV/digital measurement, and analytics; directly comparable to NOVASELL Analytics and the cross-media measurement value proposition.
• Appier: Taiwan-headquartered AI marketing platform with strong Japan/APAC presence offering AI-driven advertising optimization, cross-channel analytics, and customer engagement — directly comparable AI-first marketing stack targeting similar enterprise customers in the region.
• Septeni Holdings: Japanese digital marketing holding company providing digital advertising, creative, and content services to enterprise clients; comparable digital-first agency profile competing for similar Japan enterprise marketing budgets.
• FreakOut Holdings: Japan-based digital advertising technology company operating a DSP and programmatic platform with AI-driven optimization; a direct Japanese MarTech/AdTech competitor focused on performance and cross-channel media buying.

Emerging players

• Repro: Japan-based marketing automation and analytics platform focused on web/app engagement; while actually a NOVASELL customer, its adjacent product set for engagement analytics and lifecycle messaging overlaps thematically.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=xL2Zeh4bh1s
• Xx.com/Novasell_TVCM
• Facebookfacebook.com/100076216236440
• LinkedInlinkedin.com/company/novasell

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NOVASELL