Zappi Amplify Digital

Overview

Zappi Amplify Digital predicts how well your ads will deliver ROI, through short-term sales and long-term brand equity, while providing deep diagnostics to understand why and how to optimize. Built on the best of legacy approaches and developed with leading global brands, it's a game-changing tool underpinned by the Zappi platform, enabling continuous learning about what works for your brand. Insights are communicated clearly, ensuring they resonate with stakeholders at every level.

Consumer engagement is captured and diagnosed through system 1 measurement, direct questioning, and behavioral measurement — with insights delivered via an intuitive, interactive platform that offers a quick view of success and potential, or deeper exploration on demand.

Available for these verticals:

CPG & QSR
Tech
Essential Services (e.g. Telco)
Financial Services
Retail
SMCG

In-Context Availability: Amplify Digital is currently available for in-context environments for Facebook feed, YouTube video, as well as TikTok and Instagram Feed.

Stimuli: 1-15 video ads per test

Evaluation: Monadic

Sample default: YouTube and Facebook 400 category consumers (with the option to set the sample size as anything between 200-800 respondents). TikTok and Instagram Feed 200 category consumers (with the option to set the sample size as anything between 200 and 400 respondents). We recommend the lower sample size for TikTok and Instagram Feed as we are looking for a younger audience in line with use of the platforms and therefore narrowing our audience yet further. Increasing sample size may result in issues with completing the project.

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 not shared across all the platforms. You will have Facebook norms for Facebook ads, YouTube norms for YouTube ads and then TikTok and Instagram with their matching younger audiences feed share one set of norms.

Metrics:

3 Rs Framework
Sales Impact
Brand Impact

Configuration and analysis

For more details about how to set up Amplify TV and how to analyze your results, follow these links.

The 3 Rs Framework

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

Sales Impact Score: The sales impact score measures the potential of the creative to drive short term sales.
Brand Impact Score: The brand impact score measures the potential of the creative to build the brand and drive sales into the future.

Sales Impact is then diagnosed using the 3 Rs - Reach, Resonance and Response. Within your Quick report there are summary scores for each, as well as the ability to see which individual measures are driving the summary score up or down.

Reach: The ad’s ability to cut through the clutter, link to the brand, and build distinct memory structures making the brand more salient.
Resonance: The ad’s ability to engage and trigger an emotional response helping the ad go into memory and making it come to mind more positively into the future.
Response: The ad’s ability to generate a more immediate response and brand reappraisal, more important for smaller brands or news based ads.

The 3 R scores are presented as absolute scores within Quick Reports and Crosstabs. They are also available as percentiles within the Percentile Distribution chart.

Testing process

Upload between 1-5 video ads per test. For the US, you can upload up to 10 video ads per test.
A default of 400 category-consumer respondents are exposed to each ad within the selected in-context environment, with the flexibility to increase or decrease the sample size to between 200-800 respondents depending on the specification of the project.
Key questionnaire components:
- Pre-exposure shopping exercise
- In-context exposure
- Unaided brand recall and brand cut-through
- Post-exposure shopping exercise
- Unaided message communication, questions metrics, and second-by-second emotion capture (with emojis)
Results are provided in the context of the available norm (e.g. country-level, category-level)

In-Context exposure

The in context environment is a mocked-up social media platform that looks and behaves like the real thing. We place your ad in context along with other content and monitor respondents' behavioural engagement with it.

Supported platforms: Facebook Feed, Instagram Feed, TikTok, and YouTube pre-roll video ads.

Respondent experience: Respondents are redirected to the respective platform and asked to scroll/browse naturally (Facebook, Instagram, TikTok) or choose a video to watch (YouTube). Critically, they are not told they will see an ad.

Time on platform: Respondents are given 60 seconds for Facebook, Instagram, and TikTok.

For YouTube, 20 seconds plus the ad length (max 3 mins, though best practice is to keep ads under 90 seconds).

Platform content: The other content is curated market-specific content, refreshed every 1–2 months to stay current.

Post-exposure questions: Three questions are asked following exposure, unaided brand recall, post-purchase uplift, and unaided key message recall (revealed once the brand is disclosed).

Scrolling/skipping: Respondents who skip or scroll past the ad are still asked the memorability questions, then shown the ad in full via forced exposure to capture deeper qualitative and system 2 responses.

Testing 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.

Read our guidelines to make sure you get the most out of your animatics research.

Testing 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, 6 seconds for a Facebook ad, 5 seconds for a TikTok or Instagram Feed ad. This measure usually accounts for 5% of the Sales impact score. Where your ad is below the specified length for each platform, we would have 0% people watching 9/6/5 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.