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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
AdMiration feature: Paddy Power’s “Nobody Does Football Better Than Us!”
June 18, 2026
For this week's AdMiration feature, we looked at consumer response to Paddy Power's "Nobody Does Football Better Than Us" ad, released ahead of this year's FIFA World Cup in the UK. Read on to get ...
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Blog AI
Zappi’s perspective on human, AI and synthetic research & how to determine the right approach
June 16, 2026
AI and synthetic research methods are reshaping how brands gather consumer insights, which makes for an exciting time of change. New use cases are emerging as more teams gain access to consumer ...
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Blog
Why meme marketing dominates the World Cup conversation
June 15, 2026
During the World Cup, some of the biggest marketing moments won’t come from official sponsors or ad campaigns. They’ll come from memes and other online sources that showcase fan participation. World ...
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Blog
The hidden social network connecting World Cup fans
June 12, 2026
TikTok, Instagram and Facebook were once the go-to digital platforms where global soccer fans would share memes, connect with other fans, vent about gameday wins and losses during The World Cup. But ...
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Blog Advertising
10 lessons the World Cup taught us about great advertising
June 11, 2026
The 2026 FIFA World Cup is the biggest advertising moment of this year. We analyzed ad campaigns from some of the biggest FIFA sponsors (Budweiser, Stella Artois, Don Julio, Casamigos, Dove, ...
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Blog Advertising
AI assistant ads: What consumers think about advertising in LLMs
June 10, 2026
Ads are coming to AI assistants. The only real question now is whether users will accept them. To understand where consumers stand, we surveyed 1,000 LLM users in the US to uncover what today's early ...
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Blog Advertising
The World Cup influence: How soccer fandom is evolving in the US and what it means for brands
June 9, 2026
The 2026 FIFA World Cup is the largest sporting event ever staged — 48 teams, 104 matches across three host nations and a truly global audience. And yet the audience most naturally associated with a ...
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Blog Innovation
Innovation Spotlight: What the World Cup taught us about winning with limited-edition products
June 9, 2026
Over the course of the 2026 FIFA World Cup, we’ve tested dozens of limited-edition CPG products built for the tournament — beers, tequilas, whiskies, ready-to-drink cocktails, chips, sweet treats, ...
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Blog
World Cup marketing: What the smartest brands are doing before kickoff
June 5, 2026
The road to the 2026 FIFA World Cup is becoming a marketing event in its own right. Brands started competing for audience attention months ago with Adidas, Nike, Budweiser and others rolling out ...
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