Zappi Amplify Digital

Summary

Zappi has taken the very best of existing legacy approaches and worked with leading global brands to develop a game-changing insight tool for testing Digital advertising. 

Zappi Amplify Digital, part of the Zappi Amplify Ad System, predicts how well your ads will deliver ROI, both via short-term sales and long-term brand equity. Insights are framed and communicated in a way that ensures they are easily understood by stakeholders at all levels of the business.

Consumer engagement is captured across a range of rational, emotional, and behavioral measurement, and communicated in a way that is easily digested by non-insights professionals.

Amplify Digital is currently available on in-context environments for Facebook feed & Youtube video.

Stimuli: 1-15 video ads per test

Evaluation: Monadic

Sample default: 400 category consumers

Norms: Yes; market-wide norms are activated when total stimuli tested reaches N=20 and your own customer norm per market activates when you've tested 20 stimuli in each market. Norms are calculated per in-context environment, meaning that you will have Facebook norms for Facebook testing and Youtube norms for Youtube testing.

Contents

Getting started

Analysis topics

Key Measures

Amplify 1.0: the 5 Rs framework

The Zappi Amplify framework is comprised of measures grouped into five key ROI-driver areas:

  • Reach: cut through the clutter, link to the brand, and build distinct memory structures
  • Resonance: engage and trigger an emotional response, and communicate key messages and category drivers
  • Response: increase brand purchase and appeal
  • Risk: avoid insensitivity and damaging virality
  • Return: deliver sales uplift and build brand equity

The reporting output focuses on a blend of behavioral and survey data, “Metrics that matter”, which ladder into two important KPIs:

  1. Creative Sales Impact (CSI): how likely is this ad to deliver ROI via short-term sales uplift?
  2. Creative Brand Impact (CBI): how likely is this ad to deliver ROI via long-term brand equity building?

Amplify 2.0: the 3 Rs framework

  • Reach: cut through the clutter, link to the brand, and build distinct memory structures
  • Resonance: engage and trigger an emotional response, and communicate key messages and category drivers (includes metrics from the previous Risk chapter)
  • Response: increase brand purchase and appeal

The reporting output (the previous Return chapter) focuses on a blend of behavioral and survey data, which ladder into two comprehensive indicators for sales impact and brand impact: 

  1. Sales Impact Score: The sales impact score measures the potential of the creative to drive short term sales. If you are familiar with the former Creative Effectiveness Score, it is simply that score renamed.
  2. Brand Impact Score: The brand impact score measures the potential of the creative to build the brand and drive sales into the future.

Testing process

  1. Upload between 1-15 video ads per test
  2. 400 category-consumer respondents are exposed to each ad within the selected in-context environment
  3. Results are provided in the context of the available norm (e.g. country-level, social media platform level)

Configuration checklist

  • Videos: you can upload up to 15 videos in order, within the same country and category, each of which will generate a separate survey.
  • Ensure you add the following information about your stimuli:
    • Ad name
    • Brand information 
    • Presence of music and celebrities
    • Target Audience Profile
    • 2-20 brand/category attributes that you are looking to test that people might associate with your stimuli
      • 255 character limit, per attribute
    • 1-4 key messages for your stimuli
    • Brand competitive set images
    • For Facebook only:
      • Brand logo for post
      • Brand name to be used for post
      • Body text (which text in the post)
    • Tags
      • Tagging your stimuli allows you to categorize your content efficiently, as well as unlocking additional analytic capabilities
        • Standardized tags - taxonomy defined by your organization
        • Custom and smart tags

Testing animatics

We do not recommend testing animatic digital ads with Amplify Digital. Since it is a simulated in-context testing environment, animatic ads are likely to stand out or look odd enough to the respondent as to impact your results in unpredictable ways. Instead we recommend testing your digital animatics out-of-context using the Amplify Storyboard or Boardomatic tools, iterating until your story is strengthened and then testing finished cut-quality digital ads in Amplify Digital.

Understanding the metrics that matter

Reporting deliverables focus on the “Metrics that matter” to drive short-term “Creative Sales” and long-term “Creative Brand Impact”. Based on performance among these metrics, users are guided to the linked diagnostic sections of the report to better understand how they can improve their ads.

Interpreting cultural sensitivity

Why measure it

It's crucial to approach the interpretation of sensitive or potentially offensive content with empathy and cultural awareness. This type of feedback is largely subjective, but by actively engaging with the feedback and striving to stay attuned to cultural nuances, you can refine your advertising to better align with the values and expectations of your audience, thus building trust and equity for your brand.

Jump to read our full best practice advice.


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