Creative testing results

Telstra

2025 iPhone Trading_Convert

August 12, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Telstra
Campaign
2025 iPhone Trading_Convert
Primary campaign objective
Short term conversion (or other lower funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
7
 seconds
Ad size
1:1
Ad length
7
 seconds
Market
Australia
Age group
Gender
All
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
53.34
Benchmark:
35.84
Your creative
Benchmark
0
100
53.34
Benchmark:
55.18
Your creative
Benchmark
0
100
53.34
Benchmark:
49.67
Your creative
Benchmark
0
100
53.34
Benchmark:
41.06
Your creative
Benchmark
0
100
53.34
Benchmark:
53.77
Your creative
Benchmark
0
100
53.34
Benchmark:
32.26
Your creative
Benchmark
0
100
53.34
Benchmark:
46.54
Your creative
Benchmark
0
100
53.34
Benchmark:
43.82
Your creative
Benchmark
0
100
53.34
Benchmark:
40.6
Your creative
Benchmark
0
100
53.34
Benchmark:
75.59
Your creative
Benchmark
0
100
53.34
Benchmark:
49.14
Your creative
Benchmark
0
100
53.34
Benchmark:
57.38
Your creative
Benchmark
0
100
53.34
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
2.41
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
2.15
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
2.44
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
Facebook
Format:
feed

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
32.94
Benchmark:
35.84
Your creative
Benchmark
0
100
32.94
Benchmark:
55.18
Your creative
Benchmark
0
100
32.94
Benchmark:
49.67
Your creative
Benchmark
0
100
32.94
Benchmark:
41.06
Your creative
Benchmark
0
100
32.94
Benchmark:
53.77
Your creative
Benchmark
0
100
32.94
Benchmark:
32.26
Your creative
Benchmark
0
100
32.94
Benchmark:
46.54
Your creative
Benchmark
0
100
32.94
Benchmark:
43.82
Your creative
Benchmark
0
100
32.94
Benchmark:
40.6
Your creative
Benchmark
0
100
32.94
Benchmark:
75.59
Your creative
Benchmark
0
100
32.94
Benchmark:
49.14
Your creative
Benchmark
0
100
32.94
Benchmark:
57.38
Your creative
Benchmark
0
100
32.94
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
1.22
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.4
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
5.38
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
Pinterest
Format:
max width video

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
42.52
Benchmark:
35.84
Your creative
Benchmark
0
100
42.52
Benchmark:
55.18
Your creative
Benchmark
0
100
42.52
Benchmark:
49.67
Your creative
Benchmark
0
100
42.52
Benchmark:
41.06
Your creative
Benchmark
0
100
42.52
Benchmark:
53.77
Your creative
Benchmark
0
100
42.52
Benchmark:
32.26
Your creative
Benchmark
0
100
42.52
Benchmark:
46.54
Your creative
Benchmark
0
100
42.52
Benchmark:
43.82
Your creative
Benchmark
0
100
42.52
Benchmark:
40.6
Your creative
Benchmark
0
100
42.52
Benchmark:
75.59
Your creative
Benchmark
0
100
42.52
Benchmark:
49.14
Your creative
Benchmark
0
100
42.52
Benchmark:
57.38
Your creative
Benchmark
0
100
42.52
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
0.9
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
2.51
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.59
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
41.3
Benchmark:
35.84
Your creative
Benchmark
0
100
41.3
Benchmark:
55.18
Your creative
Benchmark
0
100
41.3
Benchmark:
49.67
Your creative
Benchmark
0
100
41.3
Benchmark:
41.06
Your creative
Benchmark
0
100
41.3
Benchmark:
53.77
Your creative
Benchmark
0
100
41.3
Benchmark:
32.26
Your creative
Benchmark
0
100
41.3
Benchmark:
46.54
Your creative
Benchmark
0
100
41.3
Benchmark:
43.82
Your creative
Benchmark
0
100
41.3
Benchmark:
40.6
Your creative
Benchmark
0
100
41.3
Benchmark:
75.59
Your creative
Benchmark
0
100
41.3
Benchmark:
49.14
Your creative
Benchmark
0
100
41.3
Benchmark:
57.38
Your creative
Benchmark
0
100
41.3
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
0.45
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.45
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.09
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

Facebook in-stream is optimal for short-term conversion campaigns, capturing high levels of Active Attention upfront. With 39.45% of viewers engaging in this crucial moment, it effectively delivers fast-impact, sales-driven messaging—provided brand-building efforts are reinforced elsewhere.

Complementary format
Facebook
feed

A complementary format for reinforcing conversions is Facebook feed. With 49.35%, and seconds of active attention, this platform expands the reach of rapid-response messaging.

Reconsider format
Pinterest
standard video

With only 11.45% engaging actively early on and just 0.45 seconds of Active Attention in total, this format lacks the engagement needed for short-term sales goals. Early viewer drop-off reduces message effectiveness.

Creative recommendations

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

In conversion-driven campaigns, late branding leads to wasted impressions. Only 35.8% of viewers will still see your brand—adjust placement to optimize conversions and reduce inefficiency.

Ad length and format
Good

A 10-second ad is an effective tool for reinforcing branding in the lower funnel, particularly for a leader brand with strong existing salience. Its brevity allows for a focused, action-driven message that keeps engagement high and reinforces brand presence at the point of conversion.