Creative testing results

Gerolstiener

Sparkling water that makes you frolic through the forest

July 31, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Gerolstiener
Campaign
Sparkling water that makes you frolic through the forest
Primary campaign objective
Reinforcement or consideration (or other mid funnel objectives)
Brand size
Challenger (25 - 50% market share)
First branded
moment
5
 seconds
Ad size
4:5
Ad length
15
 seconds
Market
Germany
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
35.05
Benchmark:
35.84
Your creative
Benchmark
0
100
35.05
Benchmark:
55.18
Your creative
Benchmark
0
100
35.05
Benchmark:
49.67
Your creative
Benchmark
0
100
35.05
Benchmark:
41.06
Your creative
Benchmark
0
100
35.05
Benchmark:
53.77
Your creative
Benchmark
0
100
35.05
Benchmark:
32.26
Your creative
Benchmark
0
100
35.05
Benchmark:
46.54
Your creative
Benchmark
0
100
35.05
Benchmark:
43.82
Your creative
Benchmark
0
100
35.05
Benchmark:
40.6
Your creative
Benchmark
0
100
35.05
Benchmark:
75.59
Your creative
Benchmark
0
100
35.05
Benchmark:
49.14
Your creative
Benchmark
0
100
35.05
Benchmark:
57.38
Your creative
Benchmark
0
100
35.05
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
1.78
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.88
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
12.34
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
34.76
Benchmark:
35.84
Your creative
Benchmark
0
100
34.76
Benchmark:
55.18
Your creative
Benchmark
0
100
34.76
Benchmark:
49.67
Your creative
Benchmark
0
100
34.76
Benchmark:
41.06
Your creative
Benchmark
0
100
34.76
Benchmark:
53.77
Your creative
Benchmark
0
100
34.76
Benchmark:
32.26
Your creative
Benchmark
0
100
34.76
Benchmark:
46.54
Your creative
Benchmark
0
100
34.76
Benchmark:
43.82
Your creative
Benchmark
0
100
34.76
Benchmark:
40.6
Your creative
Benchmark
0
100
34.76
Benchmark:
75.59
Your creative
Benchmark
0
100
34.76
Benchmark:
49.14
Your creative
Benchmark
0
100
34.76
Benchmark:
57.38
Your creative
Benchmark
0
100
34.76
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
1.64
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.74
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
12.62
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
37.57
Benchmark:
35.84
Your creative
Benchmark
0
100
37.57
Benchmark:
55.18
Your creative
Benchmark
0
100
37.57
Benchmark:
49.67
Your creative
Benchmark
0
100
37.57
Benchmark:
41.06
Your creative
Benchmark
0
100
37.57
Benchmark:
53.77
Your creative
Benchmark
0
100
37.57
Benchmark:
32.26
Your creative
Benchmark
0
100
37.57
Benchmark:
46.54
Your creative
Benchmark
0
100
37.57
Benchmark:
43.82
Your creative
Benchmark
0
100
37.57
Benchmark:
40.6
Your creative
Benchmark
0
100
37.57
Benchmark:
75.59
Your creative
Benchmark
0
100
37.57
Benchmark:
49.14
Your creative
Benchmark
0
100
37.57
Benchmark:
57.38
Your creative
Benchmark
0
100
37.57
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
0.29
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
4.7
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
10.01
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 3.48 seconds of Active Attention, Facebook in-stream is a top-tier choice for challenger brands seeking reinforcement. More than 23% of the ad is actively viewed, ensuring sustained message delivery before viewers scroll away or skip. For challenger brands, securing Active Attention is key to competing with leaders.

Complementary format
Facebook
feed

A reliable secondary platform to amplify engagement is Facebook feed. This option balances 1.78 of Active Attention with of Passive Attention, strengthening message recall.

Reconsider format
Pinterest
standard video

Formats delivering only 0.29 seconds of Active Attention lack sufficient retention for mid-funnel campaigns. More effective choices are available to meet engagement objectives.

Creative recommendations

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

In mid-funnel campaigns, branding appearing late does not support objectives effectively. With only 24.8% of viewers still present, shift branding forward to improve retention.

Ad length and format
Ineffective

On these platforms, users often disengage before mid-funnel messaging fully lands, especially in fast-decay environments. For a challenger brand, this drop-off can be costly—consider shortening the ad to improve efficiency and ensure the message is absorbed.