Creative testing results
The National Lottery
Scratch Cards - Movie
March 12, 2026
Ad & campaign details
The ad, platform, formats and demographics your creative was tested against
Brand
The National Lottery
Campaign
Scratch Cards - Movie
Primary campaign objective
Short term conversion (or other lower funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
4
seconds
Ad size
9:16
Ad length
7
seconds
Market
Global
Age group
18 - 24, 25 - 34, 35 - 44, 45 - 54
Gender
Both
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
74.89
Benchmark:
35.84
Your creative
Benchmark
0
100
74.89
Benchmark:
55.18
Your creative
Benchmark
0
100
74.89
Benchmark:
49.67
Your creative
Benchmark
0
100
74.89
Benchmark:
41.06
Your creative
Benchmark
0
100
74.89
Benchmark:
53.77
Your creative
Benchmark
0
100
74.89
Benchmark:
32.26
Your creative
Benchmark
0
100
74.89
Benchmark:
46.54
Your creative
Benchmark
0
100
74.89
Benchmark:
43.82
Your creative
Benchmark
0
100
74.89
Benchmark:
40.6
Your creative
Benchmark
0
100
74.89
Benchmark:
75.59
Your creative
Benchmark
0
100
74.89
Benchmark:
49.14
Your creative
Benchmark
0
100
74.89
Benchmark:
57.38
Your creative
Benchmark
0
100
74.89
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.
Active attention
4.94
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.44
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
1.62
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
46.36
Benchmark:
35.84
Your creative
Benchmark
0
100
46.36
Benchmark:
55.18
Your creative
Benchmark
0
100
46.36
Benchmark:
49.67
Your creative
Benchmark
0
100
46.36
Benchmark:
41.06
Your creative
Benchmark
0
100
46.36
Benchmark:
53.77
Your creative
Benchmark
0
100
46.36
Benchmark:
32.26
Your creative
Benchmark
0
100
46.36
Benchmark:
46.54
Your creative
Benchmark
0
100
46.36
Benchmark:
43.82
Your creative
Benchmark
0
100
46.36
Benchmark:
40.6
Your creative
Benchmark
0
100
46.36
Benchmark:
75.59
Your creative
Benchmark
0
100
46.36
Benchmark:
49.14
Your creative
Benchmark
0
100
46.36
Benchmark:
57.38
Your creative
Benchmark
0
100
46.36
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.
Active attention
2.14
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
4.82
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
45.31
Benchmark:
35.84
Your creative
Benchmark
0
100
45.31
Benchmark:
55.18
Your creative
Benchmark
0
100
45.31
Benchmark:
49.67
Your creative
Benchmark
0
100
45.31
Benchmark:
41.06
Your creative
Benchmark
0
100
45.31
Benchmark:
53.77
Your creative
Benchmark
0
100
45.31
Benchmark:
32.26
Your creative
Benchmark
0
100
45.31
Benchmark:
46.54
Your creative
Benchmark
0
100
45.31
Benchmark:
43.82
Your creative
Benchmark
0
100
45.31
Benchmark:
40.6
Your creative
Benchmark
0
100
45.31
Benchmark:
75.59
Your creative
Benchmark
0
100
45.31
Benchmark:
49.14
Your creative
Benchmark
0
100
45.31
Benchmark:
57.38
Your creative
Benchmark
0
100
45.31
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.
Active attention
1.98
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.09
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
4.92
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
42.61
Benchmark:
35.84
Your creative
Benchmark
0
100
42.61
Benchmark:
55.18
Your creative
Benchmark
0
100
42.61
Benchmark:
49.67
Your creative
Benchmark
0
100
42.61
Benchmark:
41.06
Your creative
Benchmark
0
100
42.61
Benchmark:
53.77
Your creative
Benchmark
0
100
42.61
Benchmark:
32.26
Your creative
Benchmark
0
100
42.61
Benchmark:
46.54
Your creative
Benchmark
0
100
42.61
Benchmark:
43.82
Your creative
Benchmark
0
100
42.61
Benchmark:
40.6
Your creative
Benchmark
0
100
42.61
Benchmark:
75.59
Your creative
Benchmark
0
100
42.61
Benchmark:
49.14
Your creative
Benchmark
0
100
42.61
Benchmark:
57.38
Your creative
Benchmark
0
100
42.61
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.
Active attention
1.8
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.06
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
5.14
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
42.02
Benchmark:
35.84
Your creative
Benchmark
0
100
42.02
Benchmark:
55.18
Your creative
Benchmark
0
100
42.02
Benchmark:
49.67
Your creative
Benchmark
0
100
42.02
Benchmark:
41.06
Your creative
Benchmark
0
100
42.02
Benchmark:
53.77
Your creative
Benchmark
0
100
42.02
Benchmark:
32.26
Your creative
Benchmark
0
100
42.02
Benchmark:
46.54
Your creative
Benchmark
0
100
42.02
Benchmark:
43.82
Your creative
Benchmark
0
100
42.02
Benchmark:
40.6
Your creative
Benchmark
0
100
42.02
Benchmark:
75.59
Your creative
Benchmark
0
100
42.02
Benchmark:
49.14
Your creative
Benchmark
0
100
42.02
Benchmark:
57.38
Your creative
Benchmark
0
100
42.02
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.
Active attention
0.48
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.38
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.14
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
Snapchat commercial is the most effective format for this campaign. With 84.05% of viewers engaging in the crucial early moments, it delivers strong Active Attention upfront, making it ideal for short-term conversion objectives. Leveraging this format ensures that the ad’s key messaging is delivered quickly, though branding only appears at second 4, so additional reinforcement is important to ensure viewers associate the creative with The National Lottery.
Complementary format
Facebook
stories
Facebook Stories provide moderate support for reinforcing messaging and extending reach. Active attention is 2.14 seconds, meaning viewers are only fully engaged for a portion of the 7-second ad. This format can supplement conversions, but because the brand appears late, it’s better used for reinforcement rather than primary messaging.
Reconsider format
Pinterest
standard video
Pinterest standard video underperforms for short-term conversion goals. Only 0.48 seconds of Active Attention occurs, with early viewer drop-off, making it ineffective for immediate sales-focused campaigns. Consider using Pinterest for awareness or brand-building where early engagement is less critical.
Creative recommendations
If you can't influence the media, but can influence the creative.
Branding
Needs Work
Since the brand is introduced at second 4, it’s crucial to ensure that key messaging and visual cues are clear and memorable when it appears. For short-form ads on mobile feeds, consider adjusting creative so branding appears earlier or is reinforced visually to maximise recall.
Ad length and format
Ineffective
Current 7-second ad length slightly exceeds optimal duration for scrollable platforms. Reducing the ad to 6 seconds and ensuring the brand appears earlier would improve Active Attention and conversion efficiency on mobile feeds. Shorter, punchy content delivers key messaging before viewer drop-off.