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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 never waste an ad again (thanks to iterative research)
June 13, 2025
Iterative testing is a fundamental cornerstone in product management and involves continually improving a product or service as it is released, tested, consumer feedback is implemented, and released ...
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Blog Advertising
AdMiration feature: Discover’s “Vintage”
June 12, 2025
For this week’s AdMiration feature, we looked at consumer response to Discover’s “Vintage” ad, which is part of their national brand campaign “Especially for Everyone” featuring award-winning actress ...
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Blog Advertising
How consumers feel about the use of AI in advertising
June 11, 2025
As part of the advertising industry, we likely all have our own opinions about the use of AI. But do audiences care about brands using AI to produce creative? As part of our research into the state ...
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milk wars
Blog Advertising
The milk wars: Big dairy vs plant-based milk campaigns — who’s winning the ad game?
June 10, 2025
“Got Milk?” “It’s like milk — but made for humans.” “Only real milk is real.” Since the late 1990s big dairy and plant-based milk brands like Silk, Oatly and Kiki have battled it out to claim the ...
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Blog Advertising
What consumers like and dislike about advertising today
June 5, 2025
As part of our research into the state of creative effectiveness in 2025, we wanted to learn what consumers look for in advertising today to better understand what they typically like or dislike. To ...
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Blog Advertising
What CMOs can expect from Cannes Lions 2025
June 4, 2025
Every June, the global marketing and advertising world descends on the French Riviera for Cannes Lions for a week of creativity, big ideas and even bigger conversations. And while the backdrop may be ...
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Blog Advertising
The state of creative effectiveness in 2025
June 3, 2025
It’s that time of year again — time for the release of our annual state of creative effectiveness report. Each year, we dive into how advertising has evolved in response to global trends and consumer ...
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Blog Advertising
Are your ads missing the mark? Blame (and understand) behavior
June 2, 2025
"We need to stop interrupting what people are interested in and be what people are interested in.” [[ — Craig Davis, Co-founder of Sendle]] According to Harvard Business School, 95% of purchase ...
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Blog Advertising
AdMiration feature: Brawny’s “Treehouse”
May 29, 2025
For this week’s AdMiration feature, we looked at consumer response to Brawny’s “Treehouse” ad, which is part of their new campaign and brand refresh that includes the comeback of Brawny Man, the ...
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