Introduction

Developing great ads require continuous, data-driven insights—early and often. Zappi offers two advertising systems that equip insights teams and marketers with actionable consumer feedback through iterative learning, ensuring campaigns are optimized before they go to market. More importantly, they provide valuable insights and learnings that can be leveraged repeatedly to drive continuous development.

Zappi offers two robust ad systems:

• The Amplify Ad System
• The Creative System

Both systems provide essential consumer insights to help you create and optimize the most effective advertising. The best choice for your team depends on your priorities and goals. Explore the key strengths of each system below to determine which one aligns best with your needs.

Industry & Content Compatibility

The Amplify Ad System is specifically tailored for industries such as Consumer Packaged Goods (CPG), Slow-moving Consumer Goods (SMCG), Quick-Service Restaurants (QSR), Retail, Telecommunications, Finance, and Technology. It supports developing video content for a wide range of channels and stages of development, including TV ads, digital videos (across Facebook, YouTube, Instagram, and TikTok), storyboards, Out-of-home, and early-stage ad concepts.

On the other hand, the Creative System is designed for all industries and verticals, offering broader flexibility to accommodate all categories. In addition to TV, YouTube and social video ads, it supports other formats such as digital video, digital static and Out-of-Home (OOH) advertising.

Key Actions & Decision Support

Both systems are designed to help marketers and insights teams make informed creative decisions, but they serve slightly different needs:

• Iteration & Version Testing: Both the Amplify Ad System and Creative System allow you to research multiple versions of an ad (so long as they are meaningfully different from one another to make the results useful), helping to identify the best-performing creative.
• Sales Impact Validation: The Amplify Ad System offers 60% higher predictive accuracy than other pre-testing methods that exist in the market for TV and streaming ads, ensuring teams can act with high confidence when they invest in the creative. The Creative System provides a strong validation as well, with 94% accuracy in aligning with industry-standard copy tests.
• Creative Optimization: Both systems offer moment-by-moment emotional insights and open-ended consumer feedback, helping brands refine the storytelling, messaging, visuals, and branding to maximize engagement. However, the Amplify Ad System provides more granular, in-depth emotional analysis, brand recall measurement, and viewer retention tracking.
• Long-Term Learning: Both systems enable brands to build a library of ad insights over time, consolidating knowledge and improving future creative decisions.

Budget Considerations

Budget constraints can play a crucial role in selecting the right ad system.

• Amplify Ad System: Higher in price but still competitively positioned, with costs around $7,000–$9,000 for TV testing and $2,500–$5,000 for other solutions.
• Creative System: A more cost-effective option, priced at $2,500–$5,000 per solution.

Exposure & Sample Robustness

• In-Context Exposure & Behavioral Data: The Amplify Ad System provides in-context exposure and behavioral tracking for both TV and digital ads, while the Creative System only offers this for digital formats.
• Sample Size & Robustness: The Amplify Ad System utilizes a more robust sample size (standard n=400, flexible from n=200–800), providing deeper subgroup analysis and more precise insights. The Creative System operates with a smaller sample size (n=150), which limits subgroup analysis unless additional quota boosts are applied.

Ease of Use & Customization

• The Amplify Ad System is more complex due to its in-depth diagnostics and robust sample design.
• The Creative System is simpler and more user-friendly while still providing strong insights.

Both solutions allow for customization, ensuring that brands can tailor their research approach to their specific needs.

Diagnostic Capabilities & Success Metrics

• Moment-by-Moment Analysis: Both systems offer emotional response tracking.
• Open Consumer Feedback: Both systems collect open-ended consumer responses, providing qualitative insights to complement quantitative data.
• Validated Analytical Framework: The Amplify Ad System follows the Reach, Resonance, and Response (3Rs) model, ensuring a structured approach to evaluating creative effectiveness.
• Measuring Risk & Reward: The Amplify Ad System assesses both the risk (potential for offense) and reward (viral potential) of an ad. The Creative System only measures viral potential customized with additional questions.
• Ad-to-Ad Statistical Comparison: The Amplify Ad System allows for direct statistical significance testing between different ads, while the Creative System does not support this feature.

Comparison Table

So which Ad System is right for you?

• Choose the Amplify Ad System if you need higher predictive accuracy, in-depth diagnostics, robust sample sizes, and statistical comparisons for more data-driven decision-making.
• Choose the Creative System if you are looking for a cost-effective, simpler solution that still provides valuable consumer insights across a broad range of ad formats and industries.

Both systems are designed to support your creative development process and ensure that your ads resonate with consumers before launching. The right choice depends on your specific priorities, budget, and the level of insight required to drive campaign success.