Zappi Amplify TV

Overview

Zappi has taken the very best of existing legacy approaches and worked with leading global brands to develop a game-changing insight tool for TV-advertising effectiveness measurement. Zappi Amplify TV predicts how well your ads will deliver ROI, both via short-term sales and long-term brand equity. 

Insights are framed and communicated to ensure 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.

Available for these verticals:

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

Stimuli: 

Evaluation: Monadic

Sample default: 400 category consumers (with the option to set the sample size as anything between 200-800 respondents).

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.

Metrics: 

  • 3 Rs Framework
  • Sales Impact
  • Brand Impact

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


Key measures

There are three key measures in our updated Amplify TV version based on customer feedback of what's most important to internal stakeholders and easiest to understand.


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

  1. Upload between 1-5 video ads per test. For the US, you can upload up to 10 video ads per test.
  2. 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.
  3. 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)
  4. Results are provided in the context of the available norm (e.g. country-level, category-level)

In-Context Ad exposure

  1. TV show intro puts the consumers into the watching mindset (15 seconds, not skippable)
  2. Ad break with test ad shown alongside 2 distractor ads in a clutter reel
    • Respondents can ‘fast forward’ by pressing the spacebar or tapping the screen
    • Designed to minimize influence of any single ad:
      • Randomly selected ads, shown in randomized order (different for each respondent)
      • Distractor ad database built to reflect current ads in market (new ads introduced quarterly, turned over annually)
  1. TV show outro ‘wipes’ immediate memory (15 seconds, not skippable)

Amplify TV Clutter Reel

Amplify TV uses the same ads that appear in our Curated Norm to build the clutter reel. So even though the ads shown alongside your test are randomized, they come from a subset that reflects the current advertising landscape balanced across 25 different categories. This also fortifies the normative context used for benchmarking. 


How we update the clutter reel in a managed way

We do not simply swap out the entire clutter reel in a single step due to the possibility of this impacting data. The process starts at the end of the quarter in which the Curated Norm was published

  • First quarter after publication:  One third of the Curated Norm’s stimuli is added to the existing clutter reel without removing any of the existing assets.
  • Second quarter after publication:  Another third of the Curated Norm’s stimuli is added to the clutter reel and half of the original stimuli, the ‘legacy clutter reel ads’ are removed.
  • Third quarter after publication: The final third of the Curated Norm’s stimuli is added to the existing norm and the remaining half of the ‘legacy clutter reel ads’ are removed.

Learn more about Curated Norms.


Testing animatics

Zappi Amplify TV supports animatic and finished film format ads in the same testing methodology. By testing animatics, you can assess an ad’s potential early on in the development process and guide improvement before commissioning a finished film. Read the guidelines to test animatic stimuli. 

Update, April 2023: In response to user feedback, animatics will no longer have their scores calibrated upward. Previously, scores were adjusted upward to make them more directly comparable to final TV assets. Given at this stage the focus is on early learnings for optimization, this change will enable you to get a more differentiated view of performance between animatic assets. You may notice slight changes in scores in assets tested prior to April 2023 to reflect this update to our modeling. 

More Information:

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