Zappi Amplify TV

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.

Key Measures

Depending on which version of Amplify TV you are using, you'll see either 5 or 3 key measures make up the framework. There are 3 key measures in our updated Amplify TV solution based on customer feedback of what's most important to internal stakeholders and easiest to understand. They are otherwise quite similar, as Risk and Return were simply absorbed by Resonance and Response respectively.

Amplify TV 1.0: the 5 Rs framework

The Zappi Amplify TV 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 TV 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 one comprehensive indicator: 

Creative Effectiveness Score (CES) - indicating potential to drive creative impact based on short and long term factors, and highly predictive of advertising ROI (where Amplify predicts a strong ad, it results in strong sales ROI in 84% of cases and never results in poor sales effects). 

Testing process

1. Upload between 1-5 video ads per test
2. 400 category-consumer respondents are exposed to each ad
3. Key questionnaire components:
   
   • Pre-exposure shopping exercise
   • In-context forced 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)

Configuration checklist

• Videos: you can upload up to 5 videos in an order, within the same country and category, each of which will generate a separate survey.
• Logos: we would recommend presenting the image files in a square format to provide consistency when viewing.
• Ensure you add the following information about your stimuli: 
  • Ad name
  • Brand information 
  • Stage of development
  • 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
  • 1-4 key messages for your stimuli
  • Brand competitive set images
  • 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 on Zappi Amplify TV

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. 

Understanding potential with Profiles

You can use Profiles to define and create norms for your subgroups, then get a clear read on advert potential among them in your reports.

• You will be able to customize charts in your report by selecting the desired audiences you want to explore. You will get by default a list of demographic profiles.
• You can create new profiles based on any profiling/screener question used in the survey (i.e. brand buyers, shoppers for a specific retailer, heavy/lapsed buyers).
• NEW! We’ve expanded our profiling capabilities on Amplify TV to enable users to take advantage of the profiles functionality even if they have tested using non-standard sample sizes of n<400.

  • There are guardrails in place to ensure we maintain research quality and prevent incorrect decisions being made off a profile subset with a small base size. If you select a profile that has a subset sample size of n<20 for a project, then stat testing is turned off (turns to grey shading), “N/A” displays for CSI and CBI, and a warning appears in the notes section along with the corresponding subset sample size.

  • If you select a profile for which less than 20 studies have been run with n=20+ respondents for the profile subset, in the context of the selected norm, data is hidden and an alert message displays. In other words: if you select  “weekly brand users” as the profile and “country” as the norm, data will not appear unless 20 studies have been run in that country that captured data from n=20+ respondents who are weekly brand users.

• Norms will be available for any profile created (assuming at least 20 adverts available with a minimum base of n=20 per concept).
• If your profile doesn’t exist, speak to your Customer Success rep to get it built.

If you are looking for any additional information, please check out the links below:

• Pack sizing guidelines
• Zappi Amplify TV 1.0 FAQ
• Animatic stimuli guidelines