Zappi Creative Digital Social Static
Zappi Creative Digital Social Static for Facebook and Instagram 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
- 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 Static = JPG/PNG
- Device: Mobile or Desktop or Both
- 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
- 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]?"
- (Optional) Introduction: Text Only, Image & Text, Video & Text, None
- Platform: Facebook or Instagram:
- Facebook feed guidelines (Source: Meta)
- Instagram feed guidelines (Source: Meta)
- Instagram stories guidelines (Source: Meta)
- 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 and heatmap: The ad is shown in full a second time out of context. The instructions state whether the ad is completed or in development. Respondents select the areas of the ad they like and dislike and explain why.
- 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 what they liked about the ad and then separately what they disliked about the ad.
- 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 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 an 11 point scale.
- Online expectation: Respondents rate how much they would expect to see the ad online. Asked as an 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.