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Unveiling the 2025 State of Creative Effectiveness Report

In the lead-up to the prestigious Cannes Lions festival, Zappi, a top consumer insights platform, and VaynerMedia, a global integrated creative and media agency, have jointly released their third annual report, titled the State of Creative Effectiveness. This document serves as a crucial benchmark for understanding the real performance of advertising today, based on authentic feedback from consumers.

Key Highlights from the Report

The State of Creative Effectiveness report is recognized as the most extensive evaluation of advertising efficacy in the current market, scrutinizing over 4,000 ads tested through Zappi's Amplify system. With insights gathered from more than 1.6 million U.S. consumers, this year's analysis incorporates findings from a nationally representative survey of 1,000 Americans. The survey investigates changing attitudes towards various advertising elements, including artificial intelligence, celebrity endorsements, humor, and branded storytelling.

Emotional Resonance Matters

A standout revelation from the report illustrates that ads scoring in the top 25% for overall emotional impact are nearly twice as likely to drive immediate sales. This emphasizes the significance of leveraging connected insights to create advertising that resonates with audiences. Nataly Kelly, Zappi's Chief Marketing Officer, states, "Consumers today are looking for more than mere information—they seek engaging and entertaining experiences that connect them to brands."

The Influence of Celebrity Endorsements

While celebrity involvement in advertising can increase visibility, the report suggests that such endorsements do not necessarily enhance overall effectiveness. On average, ads featuring celebrities score at the 55th percentile for brand impact, compared to 63rd percentile for those without such endorsements. This indicates that achieving a seamless brand fit is crucial for maximizing effectiveness.

Examining Different Industry Categories

The report also delves into performance metrics across various categories, shedding light on commercial strengths and opportunities for growth.

• - Food and Beverage: Ads in this category showcase the highest short-term purchase lift, with an impressive 29% increase in brand consideration.
• - Pet Care: Ranking high on emotional scores, pet care advertisements also exhibit a 29% purchase uplift, highlighting the emotional bond consumers have with their pets.
• - Personal Care: This category excels in relevance and emotional response, demonstrating how brands can connect through meaningful messaging.
• - Financial Services and Telecommunications: These sectors are lagging behind in emotional engagement, with opportunities to enhance their strategies through innovative and humorous advertising.

Wanda Pogue, Chief Strategy Officer at VaynerMedia, emphasizes the necessity of prioritizing consumer insights in campaign development: "Building strategies that embed brands into the culture involves real-time consumer feedback, helping create connections that drive results and minimize wasteful spending on ineffective creative."

The Power of Zappi's Amplify System

Zappi's Amplify system allows marketing teams to evaluate creative campaigns under real-world conditions and assess performance over time. Notably, PepsiCo has reported a 30% boost in creative effectiveness after implementing Amplify. Moreover, research conducted by Forrester Consulting shows that brands using Zappi experience over a 5% increase in return on ad spend compared to those relying on traditional market research methods.

To dive deeper into the findings, the full 2025 State of Creative Effectiveness Report can be accessed at zappi.io/web/state-of-creative-effectiveness-report.

About Zappi and VaynerMedia

Zappi is recognized for its cutting-edge consumer insights solutions that empower brands to make informed, agile decisions. Trusted by over 350 brands globally, Zappi fosters a consumer-centric approach that drives impactful campaigns. Meanwhile, VaynerMedia operates as a modern agency, aimed at navigating today's attention landscape effectively, ensuring brands connect meaningfully with their audience. Founded in 2009, VaynerMedia has established a world-wide presence across cities such as Tokyo, London, and New York.

Overall, the State of Creative Effectiveness Report serves as an essential resource for brands aspiring to adapt to the shifting advertising landscape, ensuring they remain relevant and impactful in their marketing efforts.