Creative testing results
The National Lottery
Scratch Cards - Match
March 12, 2026
Ad & campaign details
The ad, platform, formats and demographics your creative was tested against
Brand
The National Lottery
Campaign
Scratch Cards - Match
Primary campaign objective
Short term conversion (or other lower funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
4
seconds
Ad size
4:5
Ad length
7
seconds
Market
Global
Age group
18 - 24, 25 - 34, 35 - 44, 45 - 54
Gender
Both
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
37.49
Benchmark:
35.84
Your creative
Benchmark
0
100
37.49
Benchmark:
55.18
Your creative
Benchmark
0
100
37.49
Benchmark:
49.67
Your creative
Benchmark
0
100
37.49
Benchmark:
41.06
Your creative
Benchmark
0
100
37.49
Benchmark:
53.77
Your creative
Benchmark
0
100
37.49
Benchmark:
32.26
Your creative
Benchmark
0
100
37.49
Benchmark:
46.54
Your creative
Benchmark
0
100
37.49
Benchmark:
43.82
Your creative
Benchmark
0
100
37.49
Benchmark:
40.6
Your creative
Benchmark
0
100
37.49
Benchmark:
75.59
Your creative
Benchmark
0
100
37.49
Benchmark:
49.14
Your creative
Benchmark
0
100
37.49
Benchmark:
57.38
Your creative
Benchmark
0
100
37.49
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
1.5
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.41
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
5.09
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
Instagram
Format:
feed
Attention
Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
34.86
Benchmark:
35.84
Your creative
Benchmark
0
100
34.86
Benchmark:
55.18
Your creative
Benchmark
0
100
34.86
Benchmark:
49.67
Your creative
Benchmark
0
100
34.86
Benchmark:
41.06
Your creative
Benchmark
0
100
34.86
Benchmark:
53.77
Your creative
Benchmark
0
100
34.86
Benchmark:
32.26
Your creative
Benchmark
0
100
34.86
Benchmark:
46.54
Your creative
Benchmark
0
100
34.86
Benchmark:
43.82
Your creative
Benchmark
0
100
34.86
Benchmark:
40.6
Your creative
Benchmark
0
100
34.86
Benchmark:
75.59
Your creative
Benchmark
0
100
34.86
Benchmark:
49.14
Your creative
Benchmark
0
100
34.86
Benchmark:
57.38
Your creative
Benchmark
0
100
34.86
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
1.33
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.26
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
5.41
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
40.45
Benchmark:
35.84
Your creative
Benchmark
0
100
40.45
Benchmark:
55.18
Your creative
Benchmark
0
100
40.45
Benchmark:
49.67
Your creative
Benchmark
0
100
40.45
Benchmark:
41.06
Your creative
Benchmark
0
100
40.45
Benchmark:
53.77
Your creative
Benchmark
0
100
40.45
Benchmark:
32.26
Your creative
Benchmark
0
100
40.45
Benchmark:
46.54
Your creative
Benchmark
0
100
40.45
Benchmark:
43.82
Your creative
Benchmark
0
100
40.45
Benchmark:
40.6
Your creative
Benchmark
0
100
40.45
Benchmark:
75.59
Your creative
Benchmark
0
100
40.45
Benchmark:
49.14
Your creative
Benchmark
0
100
40.45
Benchmark:
57.38
Your creative
Benchmark
0
100
40.45
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
0.5
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.11
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.4
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
feed
For short-term conversion campaigns, Facebook feed ads are the most effective. They capture high levels of Active Attention in the first few seconds, ensuring the key message and brand are noticed. This format drives fast-impact, sales-oriented results while reinforcing brand cues efficiently.
Complementary format
Instagram
feed
Instagram feed serves as an excellent complement, extending reach and reinforcing messaging. With over 50% of viewers engaging actively and 1.33 seconds of Active Attention, it supports rapid-response campaigns and boosts conversion rates when paired with Facebook feed.
Reconsider format
Pinterest
standard video
Pinterest video may underperform for short-term sales goals. With minimal Active Attention—averaging only 0.5 seconds—early viewer drop-off reduces effectiveness. Consider prioritising other platforms for immediate-response campaigns.
Creative recommendations
If you can't influence the media, but can influence the creative.
Branding
Needs Work
Although the first branded moment currently occurs at 4 seconds, it’s recommended to position the brand as early as possible to maximize viewer attention. Early brand cues ensure recognition even if viewers drop off quickly. Subsequent visuals should continue reinforcing the brand consistently throughout the ad.
Ad length and format
Strong
At 7 seconds, the ad sits within an effective range for short-form social placements. However, attention data shows viewers primarily engage within the opening moments, with most active attention occurring in the first seconds of the ad. Bringing the core gameplay mechanic and value proposition forward — or testing a shorter 4–5 second cut — could help ensure the key message lands within the window where viewers are most attentive.