Creative testing results

Maccas

Burger Time

July 30, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Maccas
Campaign
Burger Time
Primary campaign objective
Short term conversion (or other lower funnel objectives)
Brand size
New brand/ smaller brand (less than 25% market share)
First branded
moment
3
 seconds
Ad size
9:16
Ad length
6
 seconds
Market
Australia
Age group
25 - 34, 18 - 24, 35 - 44, 45 - 54, 55+
Gender
Male
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
83.8
Benchmark:
35.84
Your creative
Benchmark
0
100
83.8
Benchmark:
55.18
Your creative
Benchmark
0
100
83.8
Benchmark:
49.67
Your creative
Benchmark
0
100
83.8
Benchmark:
41.06
Your creative
Benchmark
0
100
83.8
Benchmark:
53.77
Your creative
Benchmark
0
100
83.8
Benchmark:
32.26
Your creative
Benchmark
0
100
83.8
Benchmark:
46.54
Your creative
Benchmark
0
100
83.8
Benchmark:
43.82
Your creative
Benchmark
0
100
83.8
Benchmark:
40.6
Your creative
Benchmark
0
100
83.8
Benchmark:
75.59
Your creative
Benchmark
0
100
83.8
Benchmark:
49.14
Your creative
Benchmark
0
100
83.8
Benchmark:
57.38
Your creative
Benchmark
0
100
83.8
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
4.97
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.31
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
0.72
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
50.6
Benchmark:
35.84
Your creative
Benchmark
0
100
50.6
Benchmark:
55.18
Your creative
Benchmark
0
100
50.6
Benchmark:
49.67
Your creative
Benchmark
0
100
50.6
Benchmark:
41.06
Your creative
Benchmark
0
100
50.6
Benchmark:
53.77
Your creative
Benchmark
0
100
50.6
Benchmark:
32.26
Your creative
Benchmark
0
100
50.6
Benchmark:
46.54
Your creative
Benchmark
0
100
50.6
Benchmark:
43.82
Your creative
Benchmark
0
100
50.6
Benchmark:
40.6
Your creative
Benchmark
0
100
50.6
Benchmark:
75.59
Your creative
Benchmark
0
100
50.6
Benchmark:
49.14
Your creative
Benchmark
0
100
50.6
Benchmark:
57.38
Your creative
Benchmark
0
100
50.6
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
2.3
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
3.66
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
46.4
Benchmark:
35.84
Your creative
Benchmark
0
100
46.4
Benchmark:
55.18
Your creative
Benchmark
0
100
46.4
Benchmark:
49.67
Your creative
Benchmark
0
100
46.4
Benchmark:
41.06
Your creative
Benchmark
0
100
46.4
Benchmark:
53.77
Your creative
Benchmark
0
100
46.4
Benchmark:
32.26
Your creative
Benchmark
0
100
46.4
Benchmark:
46.54
Your creative
Benchmark
0
100
46.4
Benchmark:
43.82
Your creative
Benchmark
0
100
46.4
Benchmark:
40.6
Your creative
Benchmark
0
100
46.4
Benchmark:
75.59
Your creative
Benchmark
0
100
46.4
Benchmark:
49.14
Your creative
Benchmark
0
100
46.4
Benchmark:
57.38
Your creative
Benchmark
0
100
46.4
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
1.94
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
4.01
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
43.6
Benchmark:
35.84
Your creative
Benchmark
0
100
43.6
Benchmark:
55.18
Your creative
Benchmark
0
100
43.6
Benchmark:
49.67
Your creative
Benchmark
0
100
43.6
Benchmark:
41.06
Your creative
Benchmark
0
100
43.6
Benchmark:
53.77
Your creative
Benchmark
0
100
43.6
Benchmark:
32.26
Your creative
Benchmark
0
100
43.6
Benchmark:
46.54
Your creative
Benchmark
0
100
43.6
Benchmark:
43.82
Your creative
Benchmark
0
100
43.6
Benchmark:
40.6
Your creative
Benchmark
0
100
43.6
Benchmark:
75.59
Your creative
Benchmark
0
100
43.6
Benchmark:
49.14
Your creative
Benchmark
0
100
43.6
Benchmark:
57.38
Your creative
Benchmark
0
100
43.6
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
0.03
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
4.19
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
43.9
Benchmark:
35.84
Your creative
Benchmark
0
100
43.9
Benchmark:
55.18
Your creative
Benchmark
0
100
43.9
Benchmark:
49.67
Your creative
Benchmark
0
100
43.9
Benchmark:
41.06
Your creative
Benchmark
0
100
43.9
Benchmark:
53.77
Your creative
Benchmark
0
100
43.9
Benchmark:
32.26
Your creative
Benchmark
0
100
43.9
Benchmark:
46.54
Your creative
Benchmark
0
100
43.9
Benchmark:
43.82
Your creative
Benchmark
0
100
43.9
Benchmark:
40.6
Your creative
Benchmark
0
100
43.9
Benchmark:
75.59
Your creative
Benchmark
0
100
43.9
Benchmark:
49.14
Your creative
Benchmark
0
100
43.9
Benchmark:
57.38
Your creative
Benchmark
0
100
43.9
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
0.64
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
2.91
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
2.46
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

0.869 is the best fit for immediate conversion goals, securing 0.8665 of Active Attention. This makes it ideal for rapid-response sales messaging, assuming brand-building efforts are running in parallel.

Complementary format
Facebook
stories

A strong complementary format for reinforcing conversions is 0.951. With 0.7184999999999999, it extends reach and enhances message effectiveness.

Reconsider format
Pinterest
standard video

With just 0.17149999999999999 engaging immediately and 0.64 seconds of Active Attention overall, this format does not deliver adequate impact for sales-driven objectives. High early disengagement limits effectiveness.

Creative recommendations

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

Delayed branding in performance campaigns weakens effectiveness. Only 83% of viewers remain engaged—early placement ensures better conversion rates. Adjust timing to optimize impact.

Ad length and format
Ineffective

These formats struggle to maintain attention for 10-second ads, as users often scroll past before the message fully registers. For a small brand with limited recognition, this drop-off is especially costly—on these platforms, concise 6-second ads are a more effective choice for capturing attention and driving action efficiently.