PAX2

--

050 = reference average100

Engage

--

Interest

--

Act

--

	Engage · 25%	Interest · 40%	Act · 35%
Counts	-	-	-
Rate	-	-	-
Ref. avg	-	-	-
Weighted	-	-	-
Distance	-	-	-
Score	-	-	-
Weight	-	-	-

Spend-

Impressions-

Reach-

3s plays-

ThruPlays-

25% play-

50% play-

75% play-

100% play-

Avg. Time-

Shares-

Saves-

Comments-

Reactions-

Clicks-

CTA-

Spend

-

Impressions (1k)

-

3s play

-

Per Person

-

Opening
Engaging and clear.
The speaker discusses political candidates with captions and images of the race.
He introduces ranked choice voting with visual aids and examples.
He explains how ranked choice voting works with graphics and real-world context.
The video ends with a call to action for FairVote.

setting: Indoor, bookshelf background
on screen people: One man, shirt and tie
captions: Yes, relevant to the content
text overlays: Yes, informative and supportive
music: Not applicable, no audio
pace: Moderate, clear and concise
call to action: Yes, at the end
visual variety: Yes, images and graphics enhance understanding

1.9×Clicks, best headline over worst

12,256Headline tests

Asks a question14.2% of winners · 18.2% of losers

Carries a number19.1% of winners · 17.2% of losers

Starts with “This” or “These”6.8% of winners · 5.8% of losers

Says “you” or “your”25.3% of winners · 25.3% of losers

Quotes someone1.2% of winners · 1.2% of losers

Shouts a word in capitals5.1% of winners · 6% of losers

Starts with “What”, “Why” or “How”6.3% of winners · 8.3% of losers

Says “watch”, “see” or “listen”8.2% of winners · 6.7% of losers

Trails off or breaks midline4.6% of winners · 4.9% of losers

First person: “I” or “my”14% of winners · 12% of losers

The same story under different headlines, shown at random, 2013–2015.

Pushed Baseline Killed

Label

r_{v} = \frac{views _{v}}{median _{u \in c (v), age_{u} \geq 7 d} views _{u}} y_{v} = 1 [r_{v} \geq 3]

Within a channel

Δ_{c} = \frac{1}{a _{c}} v \in A_{c} \sum y_{v} - \frac{1}{b _{c}} v \in B_{c} \sum y_{v} a_{c}, b_{c} \geq 3, a_{c} + b_{c} \leq 300

Weight

w_{c} = \frac{2 a _{c} b _{c}}{a _{c} + b _{c}}

Pooled, in points

Δ^= 100 \cdot \frac{\sum _{c} w _{c} Δ _{c}}{\sum _{c} w _{c}}

90% range

Δ^^{* (1)}, \dots, Δ^^{* (1000)} channels drawn with replacement [Δ^_{(50)}^{*}, Δ^_{(950)}^{*}]

Worked example

Δ_{Holler} = \frac{13}{70} - \frac{19}{208} = 0.094 w = \frac{2 \cdot 70 \cdot 208}{278} = 104.7 Δ^_{reform, CTA} = \frac{2073.7}{252.5} = + 8.2

A guess, written down before the numbers come in: will this video do better or worse than usual? When the numbers arrive, PAX2 checks the guess against them, and every check makes the next guess sharper.

Every round on file is already loaded; forecasting reopens when a new round is expected.

Video