Spending on political advertising is forecasted to reach $17 billion this year, up from $6 billion in 2016. With such saturation across the marketplace, it has never been more crucial to ensure your candidate’s message is on point.
But creative testing often takes too long and costs too much. This means many campaigns forgo the testing process, instead, going with their gut on a message that resonates well with internal audiences but fails to capture a wider swath of the eyeballs you need to win your campaign. Not all messages resonate with all audiences, and sometimes a message that hits home with your core constituency can alienate a movable middle that is crucial to winning.
In a complex environment with so many attributes and issues to talk about, it can be a challenge to zero in on what really matters to voters. Response:AI brings you an automated solution to test creative messages capable of targeting either the general voting public, specific constituencies, or by party, from the federal to local levels. Our proprietary methodologies in commercial ad testing and product claims analysis allow us to leverage the issues and attributes of the candidate that matter the most. With benchmarked scores, you can see instantly how your creative stacks up against other political ads. Plus, it’s a quick turnaround, typically less than a week, often just 2-3 days.
So, how does it work? Simply choose your target audience, plug in your desired sample size, upload your creative, and select your target audience. Using our proprietary communications efficiency model, we score each ad on seven dimensions, from clarity and differentiation, to its ability to motivate the voter to take action. The survey measures both initial awareness of the candidate or issue, as well as the change in perception after exposure to the ad. This methodology can be used to test a single ad, or to evaluate a series of different creative treatments to help you pick the winner.
During Joe Holland’s campaign for New York attorney general, the resignation of Governor Cuomo caused republican primary voters to zero in on personal integrity, equal enforcement of the law, and reducing government red tape. That was what they wanted to hear from their candidate. Several of Joe’s personal attributes were big parts of his story, but they weren’t going to get him through to the general election. In his own words:
“Response:AI’s technology enabled our campaign’s exploratory committee to zero in on the things that really mattered to New York primary voters.” -Joseph Holland
This is just one satisfied customer in a portfolio of powerhouse pollsters and creative agencies that have used our services: including but not limited to CRAFT, Cygnal, Dentsu isobar, Aurora Strategy Group Inc., Sociallens Research, and FP1.
No group has an exclusivity deal on good data, so no matter which side of the aisle you fall on, our team is here to help you access your desired sample, understand their priorities, and to make sure your message is crystal clear. So, why go with your gut when there are affordable, speedy solutions waiting for you at response:AI? Schedule a demo today to learn more!