Creative testing results

standard bank

Offshore

July 23, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
standard bank
Campaign
Offshore
Primary campaign objective
Brand building & awareness (or other upper funnel objectives)
Brand size
Challenger (25 - 50% market share)
First branded
moment
44
 seconds
Ad size
16x9
Ad length
45
 seconds
Market
Global
Age group
Gender
Both
All
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
66
Benchmark:
35.84
Your creative
Benchmark
0
100
66
Benchmark:
55.18
Your creative
Benchmark
0
100
66
Benchmark:
49.67
Your creative
Benchmark
0
100
66
Benchmark:
41.06
Your creative
Benchmark
0
100
66
Benchmark:
53.77
Your creative
Benchmark
0
100
66
Benchmark:
32.26
Your creative
Benchmark
0
100
66
Benchmark:
46.54
Your creative
Benchmark
0
100
66
Benchmark:
43.82
Your creative
Benchmark
0
100
66
Benchmark:
40.6
Your creative
Benchmark
0
100
66
Benchmark:
75.59
Your creative
Benchmark
0
100
66
Benchmark:
49.14
Your creative
Benchmark
0
100
66
Benchmark:
57.38
Your creative
Benchmark
0
100
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.
Attention decay
Close
Click to expand
Active attention
14.6
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
23
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
7.4
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
YouTube
Format:
pre-roll skippable

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
77
Benchmark:
35.84
Your creative
Benchmark
0
100
77
Benchmark:
55.18
Your creative
Benchmark
0
100
77
Benchmark:
49.67
Your creative
Benchmark
0
100
77
Benchmark:
41.06
Your creative
Benchmark
0
100
77
Benchmark:
53.77
Your creative
Benchmark
0
100
77
Benchmark:
32.26
Your creative
Benchmark
0
100
77
Benchmark:
46.54
Your creative
Benchmark
0
100
77
Benchmark:
43.82
Your creative
Benchmark
0
100
77
Benchmark:
40.6
Your creative
Benchmark
0
100
77
Benchmark:
75.59
Your creative
Benchmark
0
100
77
Benchmark:
49.14
Your creative
Benchmark
0
100
77
Benchmark:
57.38
Your creative
Benchmark
0
100
77
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
11.7
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
10.7
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
22.5
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
65
Benchmark:
35.84
Your creative
Benchmark
0
100
65
Benchmark:
55.18
Your creative
Benchmark
0
100
65
Benchmark:
49.67
Your creative
Benchmark
0
100
65
Benchmark:
41.06
Your creative
Benchmark
0
100
65
Benchmark:
53.77
Your creative
Benchmark
0
100
65
Benchmark:
32.26
Your creative
Benchmark
0
100
65
Benchmark:
46.54
Your creative
Benchmark
0
100
65
Benchmark:
43.82
Your creative
Benchmark
0
100
65
Benchmark:
40.6
Your creative
Benchmark
0
100
65
Benchmark:
75.59
Your creative
Benchmark
0
100
65
Benchmark:
49.14
Your creative
Benchmark
0
100
65
Benchmark:
57.38
Your creative
Benchmark
0
100
65
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
10.5
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
19.6
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
14.8
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
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
1.8
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
18.2
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
25
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
General Web
pre-roll

With 14.56 seconds of Active Attention, General_Web pre-roll provides a prime opportunity for a challenger brand to establish brand presence. Over 11.74 / 45 of the ad is actively consumed, maximizing impact before audience disengagement.

Complementary format
YouTube
pre-roll skippable

A strategic addition to boost engagement and exposure is pre-roll. With 11.74 of Active Attention and 10.72 of Passive Attention, it serves as an effective awareness driver.

Reconsider format
General Web
outstream video

With only 1.8 seconds of Active Attention, this format is ill-suited for brand-building, regardless of scale. Formats with sub-2.5-second Active Attention fail to provide necessary exposure before users disengage.

Creative recommendations

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

Challenger brands cannot afford late branding. By this time, only 41.4% of viewers remain engaged, meaning many users have already disengaged—move branding earlier to compete effectively.

Ad length and format
Weak

These formats support ad lengths beyond 20 seconds, which is good for storytelling and sustained engagement, making them ideal for upper-funnel brand-building campaigns for leader brands. Reinforce branding midway for better retention.