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Connected insights: What they are and how to use them
August 19, 2026
Every consumer research project creates an opportunity for brands to learn. But what happens to those learnings once the project is over? Too often, the data from these consumer insights projects ...
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Blog Advertising
Creator-led advertising: How brands stop the scroll and still get the credit
October 15, 2026
Creators now take up 26% of Americans’ daily video viewing, close behind linear TV (35%) and streaming (33%). US creator ad spend has followed, with a projected $37 billion in 2025, growing about ...
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Blog Advertising
Winning the $400 billion feed: 5 lessons from Advertising Week New York
October 14, 2026
$394.6 billion. That's how much will be spent on social media advertising this year, according to WARC. Up 21.3% on last year. Social isn't the amplifier anymore. It's where brands get made. A ...
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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
How to use the Creative Effectiveness Ladder
October 9, 2026
Snickers turned online negativity into a cheaper chocolate promotion. Its Australian “Hungerithm” campaign tracked the mood of social posts and lowered the promotional price of Snickers as the ...
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IHOP’s “Fancy a French Toast?” AdMiration
Blog Advertising
AdMiration feature: IHOP’s “Fancy a French Toast?” and Hershey’s “Pinky Up”
October 1, 2026
For this week’s AdMiration feature, we’re looking at K-pop in advertising. Brands from Oreo to Vaseline are making big bets on K-pop stars so we tested two ads that use the same KATSEYE* track in ...
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Blog Advertising
What is a brand lift study and how does it work?
September 28, 2026
A campaign can generate clicks, views and conversions. But those numbers don't always tell you what the advertising actually changed in people's minds. Did consumers become more aware of the brand? ...
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Lowe’s “Earn Your Sunday” AdMiration
Blog Advertising
AdMiration feature: Lowe’s “Earn Your Sunday”
September 24, 2026
For this week’s AdMiration feature, we looked at consumer response to Lowe’s “Earn Your Sunday” ad, the latest spot from the retailer’s NFL platform, which puts three of football’s biggest stars to ...
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Fanta Halloween Reveal AdMiration
Blog Advertising
AdMiration feature: Fanta’s “Halloween Reveal”
September 17, 2026
For this week’s AdMiration feature, we looked at consumer response to Fanta’s Halloween Reveal ad — the launch film for Fanta’s Haunted Universe, the brand’s first original Halloween world and its ...
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Jif's JIF JIF JIF JIF AdMiration
Blog Advertising
AdMiration feature: Jif’s “JIF JIF JIF JIF”
September 2, 2026
For this week’s AdMiration feature, we looked at consumer response to Jif’s “JIF JIF JIF JIF” ad — part of the brand's first major refresh campaign in 30 years. Read on to get our 3-2-1 snapshot of ...
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More to explore

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The State of Creative Effectiveness: Social Video
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CPG Mega-Trends: 2026 edition
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The Connected Insights Imperative

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