The State of Creative Effectiveness: Social Video 🎥

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TV ads

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Early campaign ideas

Digital ads

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AI Concept Creation Agents

Customer Success McDonald's Iterative innovation research with McDonald's

Learn how McDonald's has partnered with Zappi to build its test-and-learn approach to innovation, rather than a "test to earn a good score" approach.

Read Now
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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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3 metrics to predict advertising success

May 27, 2020

When David Ogilvy wrote Confessions of an Advertising Man, wherein he outlined his principles of successful advertising in 1963, I’m not sure he envisioned that nearly 60 years later it would still ...

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