Zappi launches advertising performance tool

Amplify 2.0 will measure an advertisements return on investment and use a set of indicators to help tailor creative to drive long-term values for a brand.

The tool will use a framework that is focused on three factors: reach and brand recall, resonance with consumers and consumer response.

Co-developed with leading consumer brands such as PepsiCo, McDonald’s and Reckitt, Amplify 2.0 is an iterative system that learns from new data points and aids advertisement development and performance measurement.

Steve Phillips, chief executive and co-founder at Zappi, said: “Marketers are awash with post-launch datasets that enable them to understand, on-demand, what is working so they can scale and optimise their efforts. But pre-launch, creators are under-served with the data they need to inspire, optimise and validate their ideas.

“Zappi’s Amplify 2.0 is leveraged by leading, global consumer brands to bring their best ideas to the forefront time and time again.”