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 developing 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 as well as providing deep diagnostics to understand the ‘why’ and how to optimize.  Underpinned by the Zappi platform, the insights can be used time and time again to learn what works and doesn’t for your brand.  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 & diagnosed across a range of system 1 approaches, direct questioning and behavioral measurement and insights delivered in an intuitive and interactive platform that allows you to get a quick view of success & potential or dive deeper on the fly.

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 researched reaches N=20 and your own customer norm per market activates when you've researched 20 stimuli in each market. Norms are calculated per in-context environment, meaning that you will have Facebook norms for Facebook ads and Youtube norms for Youtube ads.

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 areas for ad effectiveness:

  • 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

The Zappi Amplify framework is comprised of measures grouped into three key areas for ad effectiveness:

    • 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 Creative effectiveness summary chapter focuses on a blend of behavioral and survey data, which ladder into two comprehensive indicators of likely in market success: 

    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.

Research process

  1. Upload between 1-15 video ads per project
  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

Researching animatics

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

Researching short ads

One of our measures of 'reach' looks at the % of people who watch a certain amount of the ad in context: 9 seconds for a YouTube ad or 6 seconds for a Facebook ad. This measure usually accounts for 5% of the Sales impact score. Where your ad is below 9 seconds (YouTube) or 6 seconds (Facebook), we would have 0% people watching 9/6 seconds of the ad as it doesn't run for that long. This would be unhelpful as a data point, and misleading on ad effectiveness within the Sales Impact calculation. So when you research ads which are shorter than the 6/9 seconds, we ignore this measure and calculate the Sales Impact score using just the remaining measures.

Understanding the metrics that matter

Reporting deliverables focus on the “Metrics that matter” to drive short-term “Sales Impact” and long-term “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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