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Blog Advertising
The state of creative effectiveness today: Research, trends and insights
October 12, 2026
Understanding creative effectiveness requires more than looking at a single campaign or a single year's trends. It means looking at how consumers respond to advertising over time. Zappi has been ...
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Blog Advertising
Why your ads get ignored—and how to fix that
June 27, 2025
You can develop the best brief for a targeted launch. You might even think your creative is on point, but still feel your stomach sink when the metrics flatline. People are seeing your ads, they’re ...
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Blog Advertising
My Cannes Lions 2025 recap: AI, sweat and human connection
June 26, 2025
AI takes the main stage At this year’s Cannes Lions Festival of Creativity, the spotlight was definitely on data and AI. In fact, AI was everywhere. From big tech product announcements to immersive ...
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Blog Advertising
AdMiration feature: Cannes Grand Prix Creative Effectiveness & Creative Strategy winners
June 26, 2025
For this week’s AdMiration feature, we looked at consumer response to Dove’s “Real Beauty” and Apple’s “Shot on iPhone” campaigns. Each of these campaigns just won the Grand Prix awards in the ...
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Blog Advertising
Hear them roar: Top Creative Effectiveness & Strategy Lions by consumer vote
June 26, 2025
It’s been a tumultuous few years for brands. And now, with inflation and a cost-of-living crisis, increased business demands for results and consumer expectations at an all-time high, creative ...
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Blog Advertising
The reality of using celebrities in advertising today
June 25, 2025
If asked, I’m sure we could all rattle off several ads that include celebrities we love and remember from many Super Bowls or simply over the years. But what impact does the inclusion of celebrities ...
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Blog Advertising
Should brands appeal to emotion in advertising? [+Examples]
June 25, 2025
Most of the decisions we make are driven by emotions rather than logic. From picking our partners to deciding what to watch on Netflix — people are inherently emotional. "Research reveals that ...
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Blog Advertising
CPG’s $50B media war chest: Why digital testing is a must
June 23, 2025
Overview: How much do CPG brands spend on marketing? The consumer packaged goods industry (CPG) is an extremely competitive, fast-moving and endlessly innovative sector. On average these companies ...
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Blog Advertising
Why your 2025 campaign isn’t going viral (yet)
June 20, 2025
Every brand wants to go viral. Low ad spend, maximum reach and potential cult status. In the past, going viral happened almost at random — brands would just get lucky. But with AI and predictive ...
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Blog
Unlock the power of your data with Zappi database reviews
June 17, 2025
Unlock the Power of Your Data with a Zappi Database Review In today’s fast‑moving market, brands are sitting on a goldmine of data—but too often the huge potential value of this goes untapped. ...
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