Creative testing results

DNA

DNA Pink Friday postpaid

December 10, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
DNA
Campaign
DNA Pink Friday postpaid
Primary campaign objective
Short term conversion (or other lower funnel objectives)
Brand size
Challenger (25 - 50% market share)
First branded
moment
8
 seconds
Ad size
4:5
Ad length
12
 seconds
Market
Global
Age group
Gender
All
Platform:
Facebook
Format:
feed

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
36.67
Benchmark:
35.84
Your creative
Benchmark
0
100
36.67
Benchmark:
55.18
Your creative
Benchmark
0
100
36.67
Benchmark:
49.67
Your creative
Benchmark
0
100
36.67
Benchmark:
41.06
Your creative
Benchmark
0
100
36.67
Benchmark:
53.77
Your creative
Benchmark
0
100
36.67
Benchmark:
32.26
Your creative
Benchmark
0
100
36.67
Benchmark:
46.54
Your creative
Benchmark
0
100
36.67
Benchmark:
43.82
Your creative
Benchmark
0
100
36.67
Benchmark:
40.6
Your creative
Benchmark
0
100
36.67
Benchmark:
75.59
Your creative
Benchmark
0
100
36.67
Benchmark:
49.14
Your creative
Benchmark
0
100
36.67
Benchmark:
57.38
Your creative
Benchmark
0
100
36.67
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
1.59
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.67
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
9.74
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
Instagram
Format:
feed

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
34.73
Benchmark:
35.84
Your creative
Benchmark
0
100
34.73
Benchmark:
55.18
Your creative
Benchmark
0
100
34.73
Benchmark:
49.67
Your creative
Benchmark
0
100
34.73
Benchmark:
41.06
Your creative
Benchmark
0
100
34.73
Benchmark:
53.77
Your creative
Benchmark
0
100
34.73
Benchmark:
32.26
Your creative
Benchmark
0
100
34.73
Benchmark:
46.54
Your creative
Benchmark
0
100
34.73
Benchmark:
43.82
Your creative
Benchmark
0
100
34.73
Benchmark:
40.6
Your creative
Benchmark
0
100
34.73
Benchmark:
75.59
Your creative
Benchmark
0
100
34.73
Benchmark:
49.14
Your creative
Benchmark
0
100
34.73
Benchmark:
57.38
Your creative
Benchmark
0
100
34.73
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
1.41
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.56
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
10.03
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
36.54
Benchmark:
35.84
Your creative
Benchmark
0
100
36.54
Benchmark:
55.18
Your creative
Benchmark
0
100
36.54
Benchmark:
49.67
Your creative
Benchmark
0
100
36.54
Benchmark:
41.06
Your creative
Benchmark
0
100
36.54
Benchmark:
53.77
Your creative
Benchmark
0
100
36.54
Benchmark:
32.26
Your creative
Benchmark
0
100
36.54
Benchmark:
46.54
Your creative
Benchmark
0
100
36.54
Benchmark:
43.82
Your creative
Benchmark
0
100
36.54
Benchmark:
40.6
Your creative
Benchmark
0
100
36.54
Benchmark:
75.59
Your creative
Benchmark
0
100
36.54
Benchmark:
49.14
Your creative
Benchmark
0
100
36.54
Benchmark:
57.38
Your creative
Benchmark
0
100
36.54
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
0.36
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.62
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
8.03
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
feed

With 1.59 seconds of Active Attention, Facebook feed is a top-tier choice for challenger brands seeking reinforcement. More than 13% of the ad is actively viewed, ensuring sustained message delivery before viewers scroll away or skip. For challenger brands, securing Active Attention is key to competing with leaders.

Complementary format
Instagram
feed

A reliable secondary platform to amplify engagement is Instagram feed. This option balances 1.41 seconds of Active Attention with 0.56 seconds of Passive Attention, strengthening message recall.

Reconsider format
Pinterest
standard video

Formats delivering only 0.36 seconds of Active Attention lack sufficient retention for mid-funnel campaigns. More effective choices are available to meet engagement objectives.

Creative recommendations

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

The first clear branded moment does not occur until the back half of the ad, by which point audience attention has significantly declined. Without the support of a highly distinctive and widely recognised brand asset (such as a famous colour), early brand linkage is weak. This is particularly problematic when the creative features more established products, as attention is more likely to anchor to those cues. To mitigate misattribution risk, key distinctive brand assets need to appear upfront.

Ad length and format
Needs Work

These formats are not well-suited for 15-20 second ads, as users tend to disengage quickly on scrollable channels. Shorten the ad to improve performance and align with formats optimized for shorter, more efficient high-impact content.