A wins with the client’s target and with lapsed customers. B wins likeability with cord-cutters, but not intent, so it’s a social cut, not the :30.

Land the brand before the punchline. B names the client at 0:24; by then 1 in 5 has skipped. Viewers liked it: “Great ad. No idea who it was for.”

Against 38 comparable spots, A indexes 114 on brand linkage and 106 on consideration. B is on the norm for recall and 12 points under it for linkage.

Welcome to your plan.

“We made three executions and the client can air one. They want proof, not our favorite.”

see how we test executions

step 01

choose your tested audience

the client’s target

lapsed customers

cord-cutters 25-44

Same audience spec sees every version.

One audience spec. Each cell sees one version of the experience.

Don’t worry about bad respondents. We catch that in real time, so every reaction is a real one.

26M

vetted respondents

30+

countries fielded

0

duplicate respondents

24/7

quality detection

food delivery

ad test

3 versions

1.2K respondents

step 02

kickoff

Get from kickoff to fielding in as quick as 24 hours.

Show the client which execution to air.

goal 01

Know which audience each one wins.

goal 02

Bring the fixes to the next edit, not the post-mortem.

goal 03

A request form quicker than email auto-prices your study and books the kickoff call.

step 03

fielding

One execution per cell, in a real ad break.

Each viewer sees one execution only, between real ads, so the difference in the results is the work.

3 executions · one cell eachmonadic

Qs

the show plays

adsexecution Aads

the show resumes

Qs

A again

adsexecution Bads

the show resumes

Qs

B again

adsexecution Cads

the show resumes

Qs

C again

Qs

1 pre-surveyscreener and blinded awareness
2 in-context exposureeach execution in a real ad break, to its own cell
3 natural recallunaided recall, intent and key measures
4 forced exposurethe execution replayed for diagnostics
5 post-surveyfind the winner and how to improve it

step 04

results

Know which version to launch, and what to fix first.

Every execution is read against the same audience and against category norms, so the client sees a winner and the reason for it.

cell:

audience:

confidence:

recommendation

from the research report · senior researcher, advertising

Air execution A“The product is the hero, and the client’s name is said twice.”

Consideration 34% in Cell A vs. 25% in Cell B (+9 pts, 80th percentile).
72% of Cell A ad recallers credit the client’s brand.
A holds its lead with the client’s target and with lapsed customers.

consideration34%cell Acell B 25%
+9 pts · 80th pct

ad recall61%cell Acell B 49%
+12 pts · 72nd pct

view-through69%cell Acell B 64%
+5 pts · 61st pct

brand linkageFORCED72%cell Acell B 55%
+17 pts · 86th pct

Watch-outs

2 risks

Only 38% play back the offer, the one line the client asked for.
B’s lead on likeability (+6) will come up in the client meeting. It doesn’t move intent.

Additional recommendations

before air

Super the offer at 0:20, not only in the end card.see evidence →
Cut the :15 from A’s first half, where recall is built.see evidence →
Keep B’s casting for social, where likeability counts.see evidence →

Examples shown. We’ll work with you to pick the KPIs that matter most to your team.

step 05

reporting

Let’s get deliverables to your client.

We don’t dump data. We tell stories.

Pilotly’s advertising specialists turn every cell into one story the client can act on.

Benchmarked against category norms, in your deck’s format, delivered in days.

Talk to your study in plain language.

and ask it anything

which execution wins?

Execution A. It leads consideration by 9 points and brand linkage by 17. C loses the brand by second 12.

don’t leave just yet

come to the Pilotly side

We support agencies & media in several ways.

Ads in a streaming break

use case

Storyboard & animatic testing

use case

Trailer & promo testing

use case

Rough-to-locked cut screening

methodology

Virtual focus groups

methodology

Brand lift studies

methodology

Welcome to your plan.

Same audience spec sees every version.

Get from kickoff to fielding in as quick as 24 hours.

One execution per cell, in a real ad break.

Know which version to launch, and what to fix first.

recommendation

Watch-outs

Additional recommendations

Let’s get deliverables to your client.

Ads in a streaming break

Storyboard & animatic testing

Trailer & promo testing

Rough-to-locked cut screening

Virtual focus groups

Brand lift studies

Ready when your executions are.