Creative testing results

NBA

NBA Tip-Off

October 18, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
NBA
Campaign
NBA Tip-Off
Primary campaign objective
Short term conversion (or other lower funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
2
 seconds
Ad size
16:9
Ad length
30
 seconds
Market
United States
Age group
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
54.06
Benchmark:
35.84
Your creative
Benchmark
0
100
54.06
Benchmark:
55.18
Your creative
Benchmark
0
100
54.06
Benchmark:
49.67
Your creative
Benchmark
0
100
54.06
Benchmark:
41.06
Your creative
Benchmark
0
100
54.06
Benchmark:
53.77
Your creative
Benchmark
0
100
54.06
Benchmark:
32.26
Your creative
Benchmark
0
100
54.06
Benchmark:
46.54
Your creative
Benchmark
0
100
54.06
Benchmark:
43.82
Your creative
Benchmark
0
100
54.06
Benchmark:
40.6
Your creative
Benchmark
0
100
54.06
Benchmark:
75.59
Your creative
Benchmark
0
100
54.06
Benchmark:
49.14
Your creative
Benchmark
0
100
54.06
Benchmark:
57.38
Your creative
Benchmark
0
100
54.06
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
5.19
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.21
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
21.6
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
51.07
Benchmark:
35.84
Your creative
Benchmark
0
100
51.07
Benchmark:
55.18
Your creative
Benchmark
0
100
51.07
Benchmark:
49.67
Your creative
Benchmark
0
100
51.07
Benchmark:
41.06
Your creative
Benchmark
0
100
51.07
Benchmark:
53.77
Your creative
Benchmark
0
100
51.07
Benchmark:
32.26
Your creative
Benchmark
0
100
51.07
Benchmark:
46.54
Your creative
Benchmark
0
100
51.07
Benchmark:
43.82
Your creative
Benchmark
0
100
51.07
Benchmark:
40.6
Your creative
Benchmark
0
100
51.07
Benchmark:
75.59
Your creative
Benchmark
0
100
51.07
Benchmark:
49.14
Your creative
Benchmark
0
100
51.07
Benchmark:
57.38
Your creative
Benchmark
0
100
51.07
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
2.52
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
13.38
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
14.11
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
35.35
Benchmark:
35.84
Your creative
Benchmark
0
100
35.35
Benchmark:
55.18
Your creative
Benchmark
0
100
35.35
Benchmark:
49.67
Your creative
Benchmark
0
100
35.35
Benchmark:
41.06
Your creative
Benchmark
0
100
35.35
Benchmark:
53.77
Your creative
Benchmark
0
100
35.35
Benchmark:
32.26
Your creative
Benchmark
0
100
35.35
Benchmark:
46.54
Your creative
Benchmark
0
100
35.35
Benchmark:
43.82
Your creative
Benchmark
0
100
35.35
Benchmark:
40.6
Your creative
Benchmark
0
100
35.35
Benchmark:
75.59
Your creative
Benchmark
0
100
35.35
Benchmark:
49.14
Your creative
Benchmark
0
100
35.35
Benchmark:
57.38
Your creative
Benchmark
0
100
35.35
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
0.82
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
5.69
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
23.49
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

Youtube pre-roll skippable is optimal for short-term conversion campaigns, capturing high levels of Active Attention upfront. With 52.35% of viewers engaging in this crucial moment, it effectively delivers fast-impact, sales-driven messaging—provided brand-building efforts are reinforced elsewhere.

Complementary format
General Web
pre-roll

A complementary format for reinforcing conversions is General_Web pre-roll. With 12.8%, and seconds of active attention, this platform expands the reach of rapid-response messaging.

Reconsider format
General Web
outstream video

With only 9.2% engaging actively early on and just 0.82 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
Moderate

While branded moment appears within first 2 seconds it only briefly appears, taking up a small proportion of the screen. Without clear branding or use of distinctive assets, this creative has a high risk of misattribution particularly as less than 2% of the audience is actively watching by the end of the ad (where overt branding takes place).

Ad length and format
Needs Work

Use of 30 second ad sees significant wastage (>50% of the ad unseen in all formats). Recommend reducing ad length to 15 seconds and prioritising non-skippable formats to encourage sustained viewing and reduce risk of brand misattribution.