Creative testing results

Arnotts

Pizza Shape Abuse

July 31, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Arnotts
Campaign
Pizza Shape Abuse
Primary campaign objective
Short term conversion (or other lower funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
16
 seconds
Ad size
16:9
Ad length
30
 seconds
Market
Global
Age group
Gender
All
Platform:
Facebook
Format:
in-stream

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
53.98
Benchmark:
35.84
Your creative
Benchmark
0
100
53.98
Benchmark:
55.18
Your creative
Benchmark
0
100
53.98
Benchmark:
49.67
Your creative
Benchmark
0
100
53.98
Benchmark:
41.06
Your creative
Benchmark
0
100
53.98
Benchmark:
53.77
Your creative
Benchmark
0
100
53.98
Benchmark:
32.26
Your creative
Benchmark
0
100
53.98
Benchmark:
46.54
Your creative
Benchmark
0
100
53.98
Benchmark:
43.82
Your creative
Benchmark
0
100
53.98
Benchmark:
40.6
Your creative
Benchmark
0
100
53.98
Benchmark:
75.59
Your creative
Benchmark
0
100
53.98
Benchmark:
49.14
Your creative
Benchmark
0
100
53.98
Benchmark:
57.38
Your creative
Benchmark
0
100
53.98
Benchmark:
56.21
Your creative
Benchmark
0
100
Overall attention score for the creative on the selected platform and format. The decay-weighted attention volume score indicates how well your ad holds audience attention over time, while giving more emphasis on attention captured early where people are most engaged.
Attention decay
Close
Click to expand
Active attention
10.1
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
8.24
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
11.66
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
YouTube
Format:
pre-roll skippable

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
53.27
Benchmark:
35.84
Your creative
Benchmark
0
100
53.27
Benchmark:
55.18
Your creative
Benchmark
0
100
53.27
Benchmark:
49.67
Your creative
Benchmark
0
100
53.27
Benchmark:
41.06
Your creative
Benchmark
0
100
53.27
Benchmark:
53.77
Your creative
Benchmark
0
100
53.27
Benchmark:
32.26
Your creative
Benchmark
0
100
53.27
Benchmark:
46.54
Your creative
Benchmark
0
100
53.27
Benchmark:
43.82
Your creative
Benchmark
0
100
53.27
Benchmark:
40.6
Your creative
Benchmark
0
100
53.27
Benchmark:
75.59
Your creative
Benchmark
0
100
53.27
Benchmark:
49.14
Your creative
Benchmark
0
100
53.27
Benchmark:
57.38
Your creative
Benchmark
0
100
53.27
Benchmark:
56.21
Your creative
Benchmark
0
100
Overall attention score for the creative on the selected platform and format. The decay-weighted attention volume score indicates how well your ad holds audience attention over time, while giving more emphasis on attention captured early where people are most engaged.
Attention decay
Close
Click to expand
Active attention
5.51
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
5.54
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
18.95
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
General Web
Format:
pre-roll

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
49.19
Benchmark:
35.84
Your creative
Benchmark
0
100
49.19
Benchmark:
55.18
Your creative
Benchmark
0
100
49.19
Benchmark:
49.67
Your creative
Benchmark
0
100
49.19
Benchmark:
41.06
Your creative
Benchmark
0
100
49.19
Benchmark:
53.77
Your creative
Benchmark
0
100
49.19
Benchmark:
32.26
Your creative
Benchmark
0
100
49.19
Benchmark:
46.54
Your creative
Benchmark
0
100
49.19
Benchmark:
43.82
Your creative
Benchmark
0
100
49.19
Benchmark:
40.6
Your creative
Benchmark
0
100
49.19
Benchmark:
75.59
Your creative
Benchmark
0
100
49.19
Benchmark:
49.14
Your creative
Benchmark
0
100
49.19
Benchmark:
57.38
Your creative
Benchmark
0
100
49.19
Benchmark:
56.21
Your creative
Benchmark
0
100
Overall attention score for the creative on the selected platform and format. The decay-weighted attention volume score indicates how well your ad holds audience attention over time, while giving more emphasis on attention captured early where people are most engaged.
Attention decay
Close
Click to expand
Active attention
3.22
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
13.46
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
13.32
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
General Web
Format:
outstream video

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
34.98
Benchmark:
35.84
Your creative
Benchmark
0
100
34.98
Benchmark:
55.18
Your creative
Benchmark
0
100
34.98
Benchmark:
49.67
Your creative
Benchmark
0
100
34.98
Benchmark:
41.06
Your creative
Benchmark
0
100
34.98
Benchmark:
53.77
Your creative
Benchmark
0
100
34.98
Benchmark:
32.26
Your creative
Benchmark
0
100
34.98
Benchmark:
46.54
Your creative
Benchmark
0
100
34.98
Benchmark:
43.82
Your creative
Benchmark
0
100
34.98
Benchmark:
40.6
Your creative
Benchmark
0
100
34.98
Benchmark:
75.59
Your creative
Benchmark
0
100
34.98
Benchmark:
49.14
Your creative
Benchmark
0
100
34.98
Benchmark:
57.38
Your creative
Benchmark
0
100
34.98
Benchmark:
56.21
Your creative
Benchmark
0
100
Overall attention score for the creative on the selected platform and format. The decay-weighted attention volume score indicates how well your ad holds audience attention over time, while giving more emphasis on attention captured early where people are most engaged.
Attention decay
Close
Click to expand
Active attention
1
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
6.4
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
22.6
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend

Recommendations

Actionable guidance to optimise media choices and enhance creative effectiveness based on your results.

Media recommendations

If creative cannot be changed, which media choices maximise attention?
Recommended format
Facebook
in-stream

0.28 is optimal for short-term conversion campaigns, capturing high levels of Active Attention upfront. With 0.27 of viewers engaging in this crucial moment, it effectively delivers fast-impact, sales-driven messaging—provided brand-building efforts are reinforced elsewhere.

Complementary format
YouTube
pre-roll skippable

A complementary format for reinforcing conversions is 0.47. With 0.42, and seconds of active attention, this platform expands the reach of rapid-response messaging.

Reconsider format
General Web
outstream video

With only 0.09 engaging actively early on and just 1 seconds of Active Attention in total, this format lacks the engagement needed for short-term sales goals. Early viewer drop-off reduces message effectiveness.

Creative recommendations

If you can't influence the media, but can influence the creative.
Branding
Ineffective

In conversion-driven campaigns, late branding leads to wasted impressions. Only 37.2% of viewers will still see your brand—adjust placement to optimize conversions and reduce inefficiency.

Ad length and format
Ineffective

Long-form video is wasted on lower funnel objectives, where quick, direct messaging performs better. Shorten the ad to 10 or 6 seconds for better conversion impact on these formats.