Creative testing results

KitKat

Don't break up with me

July 30, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
KitKat
Campaign
Don't break up with me
Primary campaign objective
Reinforcement or consideration (or other mid funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
2
 seconds
Ad size
16:9
Ad length
10
 seconds
Market
Global
Age group
18 - 24, 25 - 34, 35 - 44
Gender
Both
All
Platform:
YouTube
Format:
pre-roll non skippable

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
53.9
Benchmark:
35.84
Your creative
Benchmark
0
100
53.9
Benchmark:
55.18
Your creative
Benchmark
0
100
53.9
Benchmark:
49.67
Your creative
Benchmark
0
100
53.9
Benchmark:
41.06
Your creative
Benchmark
0
100
53.9
Benchmark:
53.77
Your creative
Benchmark
0
100
53.9
Benchmark:
32.26
Your creative
Benchmark
0
100
53.9
Benchmark:
46.54
Your creative
Benchmark
0
100
53.9
Benchmark:
43.82
Your creative
Benchmark
0
100
53.9
Benchmark:
40.6
Your creative
Benchmark
0
100
53.9
Benchmark:
75.59
Your creative
Benchmark
0
100
53.9
Benchmark:
49.14
Your creative
Benchmark
0
100
53.9
Benchmark:
57.38
Your creative
Benchmark
0
100
53.9
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
3.49
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.29
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.23
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
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
49
Benchmark:
35.84
Your creative
Benchmark
0
100
49
Benchmark:
55.18
Your creative
Benchmark
0
100
49
Benchmark:
49.67
Your creative
Benchmark
0
100
49
Benchmark:
41.06
Your creative
Benchmark
0
100
49
Benchmark:
53.77
Your creative
Benchmark
0
100
49
Benchmark:
32.26
Your creative
Benchmark
0
100
49
Benchmark:
46.54
Your creative
Benchmark
0
100
49
Benchmark:
43.82
Your creative
Benchmark
0
100
49
Benchmark:
40.6
Your creative
Benchmark
0
100
49
Benchmark:
75.59
Your creative
Benchmark
0
100
49
Benchmark:
49.14
Your creative
Benchmark
0
100
49
Benchmark:
57.38
Your creative
Benchmark
0
100
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.
Attention decay
Close
Click to expand
Active attention
2.55
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
2.71
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
4.74
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
47.2
Benchmark:
35.84
Your creative
Benchmark
0
100
47.2
Benchmark:
55.18
Your creative
Benchmark
0
100
47.2
Benchmark:
49.67
Your creative
Benchmark
0
100
47.2
Benchmark:
41.06
Your creative
Benchmark
0
100
47.2
Benchmark:
53.77
Your creative
Benchmark
0
100
47.2
Benchmark:
32.26
Your creative
Benchmark
0
100
47.2
Benchmark:
46.54
Your creative
Benchmark
0
100
47.2
Benchmark:
43.82
Your creative
Benchmark
0
100
47.2
Benchmark:
40.6
Your creative
Benchmark
0
100
47.2
Benchmark:
75.59
Your creative
Benchmark
0
100
47.2
Benchmark:
49.14
Your creative
Benchmark
0
100
47.2
Benchmark:
57.38
Your creative
Benchmark
0
100
47.2
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
0.99
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
5.16
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.86
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
32.9
Benchmark:
35.84
Your creative
Benchmark
0
100
32.9
Benchmark:
55.18
Your creative
Benchmark
0
100
32.9
Benchmark:
49.67
Your creative
Benchmark
0
100
32.9
Benchmark:
41.06
Your creative
Benchmark
0
100
32.9
Benchmark:
53.77
Your creative
Benchmark
0
100
32.9
Benchmark:
32.26
Your creative
Benchmark
0
100
32.9
Benchmark:
46.54
Your creative
Benchmark
0
100
32.9
Benchmark:
43.82
Your creative
Benchmark
0
100
32.9
Benchmark:
40.6
Your creative
Benchmark
0
100
32.9
Benchmark:
75.59
Your creative
Benchmark
0
100
32.9
Benchmark:
49.14
Your creative
Benchmark
0
100
32.9
Benchmark:
57.38
Your creative
Benchmark
0
100
32.9
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
0.48
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
2.96
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
6.55
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
YouTube
pre-roll non skippable

With a well-balanced mix of Active Attention (3.49) and Passive Attention (3.28), pre-roll is ideal for reinforcement campaigns for leader brands.

Complementary format
Facebook
in-stream

A strong companion to enhance reach and engagement is in-stream. This format, with 2.55 seconds of Active Attention and seconds of Passive Attention, serves as a dependable secondary option.

Reconsider format
General Web
outstream video

With just 0.48 seconds of Active Attention, this format falls short for mid-funnel campaigns, making it unsuitable regardless of brand scale. Better alternatives exist for driving engagement mid-funnel.

Creative recommendations

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

In a reinforcement-focused campaign, immediate branding ensures your audience recalls and engages with your message. Keep reinforcing key assets.

Ad length and format
Good

A 10-second ad can effectively reinforce branding in the middle funnel, especially for a well-established brand with strong existing salience. Its brevity helps maintain engagement while reinforcing key messages.