Zappi Amplify Out-of-Home
Overview
Zappi Amplify Out-of-Home (OOH), provides rich diagnostics that will unlock winning creative. You’ll get fast, powerful and detailed consumer reactions resulting in actionable insights that help you optimize and improve creative effectiveness.
We have a human centered approach to creative effectiveness of OOH ads like billboards, bus stops, and more. This solution is part of an agile end-to-end ad research system that fuels ad development with better, more actionable consumer insights early and often when developing campaigns. The system provides exceptional sales and brand growth predictions, and is 60% more predictive of in-market ROI.
Get smarter over time by analyzing across all your research, at all stages of development, quickly and easily to learn what works and what doesn’t, creating a learning loop over time.
Solution Basics
Respondents are exposed to the ad for 2 seconds, reflecting the often short dwell times common for OOH ads.
After the 2 second exposure, we capture unaided brand recall, understanding (instant meaning) and message take-away, reflecting key impacts in the real world.
People are exposed to the ad for a second time and control how long they want to look at it, then we capture System 1 emotional response using emojis, as well as other key ratings and diagnostics such as likes/dislikes and heatmaps, uncovering the why
behind their response.
Available for these verticals:
- CPG & QSR
In-Context Availability: Amplify engages consumers in the same way they see, hear and respond to content in the real world. In reality, 98% of all outdoor advertising receives less than 2 seconds of attention. Zappi uses a 2 second “fast exposure” to measure brand breakthrough, comprehension and message breakthrough followed by a forced exposure to understand additional creative potential and understand optimization opportunities.
Stimuli: 1-10 ads per test
Evaluation: Monadic
Sample default: 200 respondents with flexibility up to 800. Increasing sample size may result in issues with completing the project.
Norms: Yes, the solution can use norms*.
*Market-wide norms become available when total stimuli researched reaches 20. Your own customer norm per market becomes available when you've researched 20 stimuli in each market.
Configuration and analysis
For more details about how to set up Amplify TV and how to analyze your results, follow these links.
Amplify Out-of-Home | Survey and Configuration
Amplify Out-of-Home | Reporting and Analysis
Key Measures
The 3 Rs framework
The reporting output focuses on a blend of system 1 emojis, system 2 and short exposure 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 grab attention, 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.
Sales and Brand Impact score
Sales and Brand Impact are composite scores that measure the potential of the creative to drive short term sales (sales impact) and longer term brand equity (brand impact). They are available as absolute scores which can be sig tested against the norm (using cross tabs) and are displayed in platform as a percentile scores calculated using the absolute score and the norms scope you have selected in the platform.
More information on Sales and Brand Impact.
Sales Impact includes the following measures:
Sales Impact |
|
|---|---|
| Reach | Unaided brand recall Brand connection Ad distinctiveness |
| Resonance | Overall emotion Understanding |
| Response | Brand appeal/persuasion |
Brand Impact |
|
|---|---|
| Reach | Unaided brand recall Claimed attention Uniqueness of brand impressions Brand distinctiveness Brand connection |
| Resonance | Overall emotion Likability Relevance Brand meets needs |
| Response | Brand appeal Category drivers |
Research process
- Upload between 1-10 ads per project
- A default of 200 category-consumer respondents are exposed to each ad for 2 seconds.
- Results are provided in the context of the available norm.
FAQs
Why has my Sales and brand impact percentile or color coding changed?
While your absolute score for sales and brand impact won’t change, how these scores compare to the database will change as the database changes. The database is dynamic in nature and monthly norms updates will result in changes. If, for example, lots of great ads are researched and added to the database, your ad may achieve a lower percentile (or different colour code) as a result. In order to see the same percentile score/colour code you need to ensure you have selected:
- Norm from the time of testing (first of the month)
- The same norms scope each time
Alternatively, Quick reports are static and reflect a snapshot in time from the month that your survey completed. This means the percentiles and color coding will not change on the quick report over time.
Key messages can be unique per project. How is the norm calculated?
The key message norm is the average across key messages asked across all projects. The norm does not take into account the specific message or what order the messages were sown in the survey. Since they are all messages that you want to convey, the norm compares how well you got your message across to how other ads got their message across, regardless of what the message actually is.
What is a profile and how does it differ from a filter?
Profiles represent the different data cuts that you use to look at your data (for example: men only, or Ages 18-34s only). Each profile that is created leverages all available data to create a norm for that Profile. A study contributes to a profile if it has a minimum of 30 respondents that match the description. There are two different types of Profiles that are available
- Universal Profiles - these are profiles based on questions that are asked about ALL ads such as age and gender. This profile uses all the available data of all ads tested to generate a norm for that subsegment of the data.
- Client Specific Profiles - these are profiles based on questions that are only asked for a particular client’s ads (rather than for all ads)and in these cases the norm is only based on this group of people within the client’s own projects.
When you filter data and look at a norm, you are comparing the sub group in the filter to a total sample norm.
When you use profiles and look at a norm, you are comparing the sub group in the profile to a norm made up of only that sub group making it more meaningful as it accounts for the fact that a specific sub group may always be more positive or negative in their responses.
More information
For additional information please reach out to Zappi Platform Support.