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 with 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

Amplify TV with 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
Response: increase brand purchase and appeal

The reporting output focuses on a blend of behavioral and survey data, “Metrics that matter”, which ladder into two important KPIs:

Creative Sales Impact: how likely is this ad to deliver ROI via short-term sales uplift?
Creative Brand Impact: how likely is this ad to deliver ROI via long-term brand equity building?

Testing process

Upload between 1-5 video ads per test
400 category-consumer respondents are exposed to each ad
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)
Results are provided in the context of the available norm (e.g. country-level, category-level)

Understanding the “Metrics that matter”

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

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.
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

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.

Respondents tend to score animatic format ads lower than finished film ads*, making it difficult to directly compare results across the two formats. To provide a consistent and reliable assessment of ad potential when comparing both formats, we calibrate Zappi Amplify TV’s animatic scores.

In practice, this means we use our highly robust finished film databases to establish normative benchmarks in each market. Then, we calibrate the scores for animatic ads on a measure-by-measure basis so that they can be compared to the finished film ads and norms**.

* Based on a meta-analysis of around 2000 finished film and animatic ads tested on Zappi Amplify TV as well as side-by-side testing of paired animatic and finished film ads.

** Animatic data will be excluded from normative benchmarks but will be available in aggregate for meta-analysis.

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<30 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 30 studies have been run with n=30+ 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 30 studies have been run in that country that captured data from n=30+ 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=30 per concept).
If your profile doesn’t exist, speak to your Customer Success rep to get it built.