THE ask

Our client, prominent strategists for a national political campaign, asked Mercury to conduct Moment-to-Moment (M2M) Dial Tests for over 100 unique ads of their candidate speaking about key policy issues with respondents from 26 states across the U.S..

The goal was to gather real-time feedback about each of the video ads from voters in key groups they hoped to win over in the upcoming election. For this to work, information gathered as quickly as possible was vital to make same-day decisions around how best to optimize their digital ad strategy.

Mercury’s M2M technology allowed respondents to indicate their interest in the candidate on a moment-to-moment basis by instructing them to move a slider just below the video to the right the more likely they were to vote for the candidate and to the left the less likely they were to vote for the candidate – at ¼ second precision.

As each survey fielded, the strategists accessed the decision-making data in real time via Mercury’s revolutionary Analytics Workbench where they could download the dial test and quantitative results, all of which could be easily segmented using custom audience definitions allowing the client to create cross tabs for in-depth analyses of the ad performance among select audiences.