Creative testing results
Telstra
2025 Samsung S Series Device Launch_Drive
August 12, 2025
Ad & campaign details
The ad, platform, formats and demographics your creative was tested against
Brand
Telstra
Campaign
2025 Samsung S Series Device Launch_Drive
Primary campaign objective
Brand building & awareness (or other upper funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
14
seconds
Ad size
9:16
Ad length
15
seconds
Market
Australia
Age group
Gender
All
Platform:
Snapchat
Format:
commercial
Attention
Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
49.99
Benchmark:
35.84
Your creative
Benchmark
0
100
49.99
Benchmark:
55.18
Your creative
Benchmark
0
100
49.99
Benchmark:
49.67
Your creative
Benchmark
0
100
49.99
Benchmark:
41.06
Your creative
Benchmark
0
100
49.99
Benchmark:
53.77
Your creative
Benchmark
0
100
49.99
Benchmark:
32.26
Your creative
Benchmark
0
100
49.99
Benchmark:
46.54
Your creative
Benchmark
0
100
49.99
Benchmark:
43.82
Your creative
Benchmark
0
100
49.99
Benchmark:
40.6
Your creative
Benchmark
0
100
49.99
Benchmark:
75.59
Your creative
Benchmark
0
100
49.99
Benchmark:
49.14
Your creative
Benchmark
0
100
49.99
Benchmark:
57.38
Your creative
Benchmark
0
100
49.99
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.
Active attention
5.14
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.45
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
9.42
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
TikTok
Format:
in-feed
Attention
Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
32.01
Benchmark:
35.84
Your creative
Benchmark
0
100
32.01
Benchmark:
55.18
Your creative
Benchmark
0
100
32.01
Benchmark:
49.67
Your creative
Benchmark
0
100
32.01
Benchmark:
41.06
Your creative
Benchmark
0
100
32.01
Benchmark:
53.77
Your creative
Benchmark
0
100
32.01
Benchmark:
32.26
Your creative
Benchmark
0
100
32.01
Benchmark:
46.54
Your creative
Benchmark
0
100
32.01
Benchmark:
43.82
Your creative
Benchmark
0
100
32.01
Benchmark:
40.6
Your creative
Benchmark
0
100
32.01
Benchmark:
75.59
Your creative
Benchmark
0
100
32.01
Benchmark:
49.14
Your creative
Benchmark
0
100
32.01
Benchmark:
57.38
Your creative
Benchmark
0
100
32.01
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.
Active attention
1.49
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.06
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
13.45
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
Facebook
Format:
stories
Attention
Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
28.79
Benchmark:
35.84
Your creative
Benchmark
0
100
28.79
Benchmark:
55.18
Your creative
Benchmark
0
100
28.79
Benchmark:
49.67
Your creative
Benchmark
0
100
28.79
Benchmark:
41.06
Your creative
Benchmark
0
100
28.79
Benchmark:
53.77
Your creative
Benchmark
0
100
28.79
Benchmark:
32.26
Your creative
Benchmark
0
100
28.79
Benchmark:
46.54
Your creative
Benchmark
0
100
28.79
Benchmark:
43.82
Your creative
Benchmark
0
100
28.79
Benchmark:
40.6
Your creative
Benchmark
0
100
28.79
Benchmark:
75.59
Your creative
Benchmark
0
100
28.79
Benchmark:
49.14
Your creative
Benchmark
0
100
28.79
Benchmark:
57.38
Your creative
Benchmark
0
100
28.79
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.
Active attention
1.31
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.04
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
13.65
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
Instagram
Format:
stories
Attention
Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
27.66
Benchmark:
35.84
Your creative
Benchmark
0
100
27.66
Benchmark:
55.18
Your creative
Benchmark
0
100
27.66
Benchmark:
49.67
Your creative
Benchmark
0
100
27.66
Benchmark:
41.06
Your creative
Benchmark
0
100
27.66
Benchmark:
53.77
Your creative
Benchmark
0
100
27.66
Benchmark:
32.26
Your creative
Benchmark
0
100
27.66
Benchmark:
46.54
Your creative
Benchmark
0
100
27.66
Benchmark:
43.82
Your creative
Benchmark
0
100
27.66
Benchmark:
40.6
Your creative
Benchmark
0
100
27.66
Benchmark:
75.59
Your creative
Benchmark
0
100
27.66
Benchmark:
49.14
Your creative
Benchmark
0
100
27.66
Benchmark:
57.38
Your creative
Benchmark
0
100
27.66
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.
Active attention
1.19
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.04
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
13.77
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
36.49
Benchmark:
35.84
Your creative
Benchmark
0
100
36.49
Benchmark:
55.18
Your creative
Benchmark
0
100
36.49
Benchmark:
49.67
Your creative
Benchmark
0
100
36.49
Benchmark:
41.06
Your creative
Benchmark
0
100
36.49
Benchmark:
53.77
Your creative
Benchmark
0
100
36.49
Benchmark:
32.26
Your creative
Benchmark
0
100
36.49
Benchmark:
46.54
Your creative
Benchmark
0
100
36.49
Benchmark:
43.82
Your creative
Benchmark
0
100
36.49
Benchmark:
40.6
Your creative
Benchmark
0
100
36.49
Benchmark:
75.59
Your creative
Benchmark
0
100
36.49
Benchmark:
49.14
Your creative
Benchmark
0
100
36.49
Benchmark:
57.38
Your creative
Benchmark
0
100
36.49
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.
Active attention
0.57
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.75
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
10.68
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
Snapchat
commercial
With 5.14 seconds of Active Attention, Snapchat commercial delivers the strongest potential for a category leader to drive brand-building goals. More than 34% of the ad is actively viewed, ensuring the message is absorbed before users scroll, skip, or disengage.
Complementary format
TikTok
in-feed
A well-suited supporting platform to extend engagement and reach is Tiktok in-feed. With 1.49 seconds of active attention and 0.06 seconds of passive attention, it reinforces awareness effectively.
Reconsider format
Pinterest
standard video
With just 0.57 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 1.3% 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.