Zappi Creative Digital Non-social Static

What are your static ads doing for you? From performance to brand, go beyond A/B testing and find the elements that drive success with Zappi Creative Digital Non-social static.

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

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.
  • 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:
    • Static =  JPG/PNG  
  • Ad Name: Title your ads for reporting purposes
  • Brand Name: To be piped into Brand Feeling/Brand Linkage questions
  • 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
  • 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 1st Exposure OUT OF CONTEXT: Respondents are welcomed to the survey, shown the ad for the 1st time, and asked to familiarize themselves with rating using the slide bar. They are pre-warned if the ad is at an animatic or rough cut stage. 
  • 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?
  • 2nd Exposure and heatmap (static): They see the ad a 2nd time during which they rate how much they like and, if static, select the areas they like and dislike (static).
  • 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.
  • Behavioural 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
  • Social media tags and post: Respondents choose from a list of social media tags for what they would use in a post of the ad and are asked for what they would write in the post using an open-ended question.

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

Did this answer your question? Thanks for the feedback There was a problem submitting your feedback. Please try again later.