Tag: Zappi

Analysis of more than 3,300 social video ads finds the creative tactics that make ads distinctive often differ from those that persuade consumers and strengthen brand connection

Zappi’s “State of Creative Effectiveness: Social Video” report underscores a fundamental tension in social media advertising: the drive for attention versus the imperative for brand attribution. While visual hooks, surprise, and humor are critical for stopping the scroll, they must be meticulously integrated with advertising fundamentals to generate measurable…

Zappi’s analysis of more than 3,300 social video ads finds the creative tactics that make ads distinctive often differ from those that persuade consumers and strengthen brand connection

BCG finds 31% of consumers now use AI to shop, roughly triple 18 months ago. Aug 26, 2026 martech news from DoubleVerify, Adjust, Zappi, LTK and Perion.

Lines in the Sand, by Zappi Research, surveyed early adopters—the leading edge of consumer behavior—to provide essential guidance for senior marketing and CX leaders. Their findings offer concrete insights into where consumers will and will not accept advertising within these emerging platforms.

This article was written by Greg Kihlström for CMSWire. In economically uncertain times, it would seem safe to assume the best way to win over customers hinges on this uncertainty. Yet, relying on price as a primary market differentiator is growing increasingly unsustainable for CPG brands. This is no…

As shown in Zappi’s report, CPG Mega-Trends: The data, trends & forces reshaping consumer packaged goods, 2026 Edition, this shift necessitates a strategic pivot for CPG leaders, demanding not just better products and smarter innovation, but also faster, data-driven decision-making and a proactive embrace of artificial intelligence (AI). The…

When a 30-second spot carries a price tag of eight million dollars before a single celebrity is hired or camera rolls, the only metric that truly matters isn’t buzz, but business impact. Did the ad connect with the right audience? Did it reinforce the brand? And most critically, did…

A recent Zappi study, The relevance gap: Why women feel increasingly unseen by advertising, reveals a substantial and growing “relevance gap”: women increasingly feel unseen by advertising, leading directly to financial consequences for brands. This is not merely a creative challenge; it is a revenue problem that demands immediate,…

Today, we’re going to talk about the biggest advertising event of the year: the Super Bowl. Millions of dollars are spent, careers are made, and brands have one 30-second shot to capture the zeitgeist. But beyond the spectacle and the morning-after buzz, what actually drives results? We’ll dig into…