Creative testing results

Telstra

2024 iPhone Device Launch_Drive

August 12, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Telstra
Campaign
2024 iPhone Device Launch_Drive
Primary campaign objective
Brand building & awareness (or other upper funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
12
 seconds
Ad size
1:1
Ad length
15
 seconds
Market
Australia
Age group
Gender
All
Platform:
Facebook
Format:
feed

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
31.35
Benchmark:
35.84
Your creative
Benchmark
0
100
31.35
Benchmark:
55.18
Your creative
Benchmark
0
100
31.35
Benchmark:
49.67
Your creative
Benchmark
0
100
31.35
Benchmark:
41.06
Your creative
Benchmark
0
100
31.35
Benchmark:
53.77
Your creative
Benchmark
0
100
31.35
Benchmark:
32.26
Your creative
Benchmark
0
100
31.35
Benchmark:
46.54
Your creative
Benchmark
0
100
31.35
Benchmark:
43.82
Your creative
Benchmark
0
100
31.35
Benchmark:
40.6
Your creative
Benchmark
0
100
31.35
Benchmark:
75.59
Your creative
Benchmark
0
100
31.35
Benchmark:
49.14
Your creative
Benchmark
0
100
31.35
Benchmark:
57.38
Your creative
Benchmark
0
100
31.35
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
1.38
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.49
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
13.13
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
Pinterest
Format:
max width video

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
40.53
Benchmark:
35.84
Your creative
Benchmark
0
100
40.53
Benchmark:
55.18
Your creative
Benchmark
0
100
40.53
Benchmark:
49.67
Your creative
Benchmark
0
100
40.53
Benchmark:
41.06
Your creative
Benchmark
0
100
40.53
Benchmark:
53.77
Your creative
Benchmark
0
100
40.53
Benchmark:
32.26
Your creative
Benchmark
0
100
40.53
Benchmark:
46.54
Your creative
Benchmark
0
100
40.53
Benchmark:
43.82
Your creative
Benchmark
0
100
40.53
Benchmark:
40.6
Your creative
Benchmark
0
100
40.53
Benchmark:
75.59
Your creative
Benchmark
0
100
40.53
Benchmark:
49.14
Your creative
Benchmark
0
100
40.53
Benchmark:
57.38
Your creative
Benchmark
0
100
40.53
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
1.21
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.04
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
10.76
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
Pinterest
Format:
standard video

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
39.94
Benchmark:
35.84
Your creative
Benchmark
0
100
39.94
Benchmark:
55.18
Your creative
Benchmark
0
100
39.94
Benchmark:
49.67
Your creative
Benchmark
0
100
39.94
Benchmark:
41.06
Your creative
Benchmark
0
100
39.94
Benchmark:
53.77
Your creative
Benchmark
0
100
39.94
Benchmark:
32.26
Your creative
Benchmark
0
100
39.94
Benchmark:
46.54
Your creative
Benchmark
0
100
39.94
Benchmark:
43.82
Your creative
Benchmark
0
100
39.94
Benchmark:
40.6
Your creative
Benchmark
0
100
39.94
Benchmark:
75.59
Your creative
Benchmark
0
100
39.94
Benchmark:
49.14
Your creative
Benchmark
0
100
39.94
Benchmark:
57.38
Your creative
Benchmark
0
100
39.94
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
0.74
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
4.86
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
9.4
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

With 5.2 seconds of Active Attention, Facebook in-stream delivers the strongest potential for a category leader to drive brand-building goals. More than 35% of the ad is actively viewed, ensuring the message is absorbed before users scroll, skip, or disengage.

Complementary format
Facebook
feed

A well-suited supporting platform to extend engagement and reach is Facebook feed. With 1.38 seconds of active attention and 0.49 seconds of passive attention, it reinforces awareness effectively.

Reconsider format
Pinterest
standard video

With just 0.74 seconds of Active Attention, this format is ineffective for brand awareness, regardless of brand size. Reconsider formats offering less than 2.5 seconds of Active Attention, as they fail to sustain audience engagement before viewer drop-off.

Creative recommendations

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

Branding appearing after 4 sec significantly reduces impact in awareness campaigns. By this time, only 32.3% of viewers will still be engaged—urgent changes needed to maintain visibility.

Ad length and format
Ineffective

Longer ads lose attention quickly on high-scroll formats, making them poor for upper funnel objectives. Switch to high-retention formats.