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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
Beyond performance metrics: Building an effective digital-testing advertising system
March 14, 2022
Beyond performance metrics: Building an effective digital-testing advertising system
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Blog Advertising
5 tips for successful advertising during big events
March 10, 2022
We recently shared our top five Super Bowl ads, based on an analysis we conducted with the Zappi platform. We talked to 12,000 people covering over 60 ads in total, comparing them to one another and ...
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Blog Brand
Why (& how) to build an empathetic brand
March 8, 2022
Nowadays, consumers are pushing for socially and ethically-conscious products from brands more than ever before. As a result, according to the Consumer Goods Forum, brands are no longer just in the ...
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Blog Advertising
How consumers expect brands to respond to the crisis in Ukraine
March 4, 2022
During times of crisis, brands often wonder how to respond. Can brands continue to advertise as normal? Should they mention the crisis? Should they take a political stance? One wrong move, even when ...
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Blog
Why your data needs to account for cultural response bias
February 22, 2022
When conducting global research, you may have found yourself asking: How do cultural differences affect the way people answer surveys? When are differences statistically significant and when are they ...
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Blog Advertising
Super Bowl 2022 ads: Learning from the touchdowns
February 17, 2022
Leading up to the Super Bowl, we shared an article that covered the elements that could help brands create a winning ad for the big (and costly) event. On Sunday night, once the Super Bowl 2022 ads ...
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Blog Advertising
How to score a touchdown with your Super Bowl ad
February 8, 2022
In the US, we all typically get excited about the Super Bowl — whether it’s for the love of the game, to root for your home or chosen team, or for some, to simply watch the lineup of blockbuster ads. ...
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Blog Insights
How problem definition will help you find the real solution
February 4, 2022
I’m the type of person who really doesn’t like meetings. I appreciate their necessity and often enjoy spending time with my colleagues during them, but as a rule I try to limit the amount of time I ...
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Blog Zappi news
Data for creators: Inspire and validate your ideas
January 27, 2022
You are a creator. You’re a creator even if you don’t call yourself one. Because if you’re part of a team that creates brands, ads or innovative new products and services, you’re a creator. As a ...
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