Creative testing results

Ting Internet

Your Internet - Platypus

November 22, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Ting Internet
Campaign
Your Internet - Platypus
Primary campaign objective
Brand building & awareness (or other upper funnel objectives)
Brand size
Challenger (25 - 50% market share)
First branded
moment
3
 seconds
Ad size
16:9
Ad length
62
 seconds
Market
United States
Age group
35 - 44, 25 - 34, 45 - 54, 55+
Gender
Both
All
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
59.94
Benchmark:
35.84
Your creative
Benchmark
0
100
59.94
Benchmark:
55.18
Your creative
Benchmark
0
100
59.94
Benchmark:
49.67
Your creative
Benchmark
0
100
59.94
Benchmark:
41.06
Your creative
Benchmark
0
100
59.94
Benchmark:
53.77
Your creative
Benchmark
0
100
59.94
Benchmark:
32.26
Your creative
Benchmark
0
100
59.94
Benchmark:
46.54
Your creative
Benchmark
0
100
59.94
Benchmark:
43.82
Your creative
Benchmark
0
100
59.94
Benchmark:
40.6
Your creative
Benchmark
0
100
59.94
Benchmark:
75.59
Your creative
Benchmark
0
100
59.94
Benchmark:
49.14
Your creative
Benchmark
0
100
59.94
Benchmark:
57.38
Your creative
Benchmark
0
100
59.94
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
7.11
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.35
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
51.54
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
50.19
Benchmark:
35.84
Your creative
Benchmark
0
100
50.19
Benchmark:
55.18
Your creative
Benchmark
0
100
50.19
Benchmark:
49.67
Your creative
Benchmark
0
100
50.19
Benchmark:
41.06
Your creative
Benchmark
0
100
50.19
Benchmark:
53.77
Your creative
Benchmark
0
100
50.19
Benchmark:
32.26
Your creative
Benchmark
0
100
50.19
Benchmark:
46.54
Your creative
Benchmark
0
100
50.19
Benchmark:
43.82
Your creative
Benchmark
0
100
50.19
Benchmark:
40.6
Your creative
Benchmark
0
100
50.19
Benchmark:
75.59
Your creative
Benchmark
0
100
50.19
Benchmark:
49.14
Your creative
Benchmark
0
100
50.19
Benchmark:
57.38
Your creative
Benchmark
0
100
50.19
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
2.91
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
16.53
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
42.56
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
26.75
Benchmark:
35.84
Your creative
Benchmark
0
100
26.75
Benchmark:
55.18
Your creative
Benchmark
0
100
26.75
Benchmark:
49.67
Your creative
Benchmark
0
100
26.75
Benchmark:
41.06
Your creative
Benchmark
0
100
26.75
Benchmark:
53.77
Your creative
Benchmark
0
100
26.75
Benchmark:
32.26
Your creative
Benchmark
0
100
26.75
Benchmark:
46.54
Your creative
Benchmark
0
100
26.75
Benchmark:
43.82
Your creative
Benchmark
0
100
26.75
Benchmark:
40.6
Your creative
Benchmark
0
100
26.75
Benchmark:
75.59
Your creative
Benchmark
0
100
26.75
Benchmark:
49.14
Your creative
Benchmark
0
100
26.75
Benchmark:
57.38
Your creative
Benchmark
0
100
26.75
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
0.62
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.93
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
57.45
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 skippable

A 62-second ad in skippable pre-roll is structurally vulnerable: lots of users decide by ~5s whether to stay. So even with high overall attention, the distribution of that attention matters and over 83% of your ad remains unseen by most of your audience.

Complementary format

Reconsider format
General Web
outstream video, pre-roll

These platforms are ill-suited for brand-building and with a 62 second ad deliver significant wastage. With only 0.62 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
Needs Work

Challenger brands in awareness campaigns should appear as soon as possible. By this time, only 49.7% of viewers remain engaged—branding at 2-4 sec risks disengagement, so adjust to improve recall.

Ad length and format
Needs Work

Skippable sees >80% of the ad wasted (unseen). If keeping skippable format, reduce ad to 6-10s to ensure message delivery. Alternatively, consider non-skippable format for ads <15s in length.