Zappi Creative Digital Social Video

Zappi Creative Digital Social Video for YouTube, Facebook, Instagram, or TikTok tests your digital assets the way they are intended to be viewed. With metrics made for digital and lots of options to find the best fit for your format this tool will help you find the why in your digital advertising.

The in-context environments you can select from are:

  • Facebook feed
  • Youtube skippable ads
  • TikTok feed
  • Instagram feed
  • Instagram stories

Key Measures

  • Get a robust read on key measures for advertising success, including Behavior Change, Overall Appeal and Brand Linkage, and key digital KPIs Standout and attention, and Online engagement
  • Understand how your ad cuts through in a live social media environment using attention & engagement metrics
  • Get messaging cut through and identify emotional reaction feedback
  • Learn the why? behind performance using rich qualitative verbatim data

Configuration Checklist

  • Audience: Custom Audience or Zappi Audience selected (list of available Zappi Audiences can be found on the platform)
  • Stimulus/stimuli:
    • Social Video =  MP4 or MOV (smaller than 100 MB in size, resolution of 1280x720)
  • Device: Mobile or Desktop or Both
  • Platform: Facebook or Youtube. We also have solutions for Instagram and TikTok.
  • Social media brand details: Brand name (text input), brand logo (image input), brand description (text input; input what users are likely to see browsing your social media profile's tagline or description)
  • Ad Name: Title your ads for reporting purposes
  • Brand Name: To be piped into Brand Feeling/Brand Linkage questions
  • Logo: JPEG, JPG, PNG
  • Attributes: Up to 20 in total:
    • You will have a list of attributes to choose from, which for non-English markets are available to you already translated:
Accessible, Aspirational, Authentic, Boring, Clever, Cheap, Complicated, Confusing, Convenient, Cool, Easy To Use, Elegant, Embarrassing, Easy to understand, Engaging, Environmentally Friendly, Feminine, For people like me, Friendly, Fun, Funny, Great service, Great tasting, Great Value, High tech, Inspirational, Innovative, Luxurious, Masculine, Modern, Not cool, Refreshing, Relaxing, Sexy, Simple, Sleek, Stylish, Sweet, Tasteful, Thoughtful, Top quality, Uncool, Unique, Youthful
    • You can use your own custom attributes, but you will need to provide translations for non-English markets
  • Key Messages: Understand how well key messages are being communicated
    • Include up to 4
    • In order to match the format of the question, each key message should be a complete statement. For example, "Brand X is the number one brand of category."
  • Behavior change: How will you fill in this sentence?:
    • "Based on everything you've seen, how likely would you be to [ACTION] the [NOUN]?"

Actions: Connect with, Consider, Download, Follow, Purchase, Use, Visit, Watch

Nouns: App, Brand, Brand's mobile app, Product, Show, Store, Website

  • (Optional) Introduction: Text Only, Image & Text, Video & Text, None
  • Platform:
    • Video Social - Facebook or Youtube, Instagram, or TikTok
    • Static Social - Facebook
  • Stage of Development: Concept or Draft or Final Ad
    • This impacts the context provided at the beginning of the survey and will ensure we pull in the correct Stage of Development benchmark in your report 
  • Custom questions (optional for an additional cost): You will need to provide translations for non-English markets. Questions can take the following forms:
    • Grid
    • Scale
    • Open-end
    • Multiple choice
    • Single choice

Questionnaire flow and key metrics definitions

  • Intro and test video exposure: Respondents are welcomed to the survey, shown the ad for the 1st time in a digital context, with some functionality they would have in the real world (eg skip or scroll past, like, share, etc.).
  • Social Platform Experience: Respondents are first told they will be taken to a look-alike social media environment and asked to navigate it as if it is their own. Then they enter the social platform and have 60 seconds to scroll and engage as they like. See a video walkthrough here.
  • Brand recall and key takeout: Respondents type in the brand they think the ad is for. Asked as an open-ended question:  Other than making you more or less interested in the product/service, what is the main thing that this ad is trying to tell you?
  • Second Exposure: The ad is shown in full a second time. The instructions state whether the ad is completed or in development.
  • Overall Appeal: Asked on an 11 point scale:  Overall, how much did you like the ad?
  • Emotions: Respondents are asked to select which emotions the ad made them feel.
  • Brand linkage: Respondents rate how strongly they think the ad fits the brand.
  • Likes and dislikes: Respondents are asked to retell the story of the ad and record what they liked and disliked about it.
  • Messaging: A list of attributes is configured at setup, at this question respondents select which of the following words or phrases they associated most closely with the ad idea.
  • Key Digital Measures: Respondents rate the ad for attention & standout, expectation to see online, relevancy on an 11 point scale. Online engagement is also asked to determine action as a result of seeing the ad.
  • Standout: How much did the ad stand out and get their attention? Asked as a 11 point scale.
  • Online expectation: Respondents rate how much they would expect to see the ad online. Asked as a 11 point scale.
  • Relevancy: How relevant is this brand to you? 
  • Behavioral Change: Asked on an 11 point scale, this question asks how likely respondents are to engage in an activity that is configurable by you. The activities available are: 
    • Purchase the product
    • Visit the brand's restaurant
    • Use the app
    • Visit the store
    • Consider the product
    • Visit the website
    • Use the brand
    • Donate to the organization
    • Consider the brand
    • Connect with the brand on social media
    • Download the product
    • Use the product
    • Purchase the brand
    • Watch the show
    • Subscribe to the brand
    • Read about the game
    • Play with the app
    • Follow the brand
  • Online engagement: Second they are asked to choose their most likely response to the ad from a list.
  • Social media description: Respondents are asked to provide an alternative caption for the ad. Open-ended question.
  • Sharing behavior: From a list respondents are asked to choose tags they might use if they shared the ad.

Find the why behind your digital advertising.

Different screens produce different results, what more can you find about your digital ads? Zappi Social Video shows you how your ad is perceived in a cluttered online environment. 

If you are looking for any additional information, please check out the links below:

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