Creative testing results
National Lottery
Setting that thang for life
July 30, 2025
Ad & campaign details
The ad, platform, formats and demographics your creative was tested against
Brand
National Lottery
Campaign
Setting that thang for life
Primary campaign objective
Reinforcement or consideration (or other mid funnel objectives)
Brand size
New brand/ smaller brand (less than 25% market share)
First branded
moment
1
seconds
Ad size
4:5
Ad length
6
seconds
Market
United Kingdom
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
58.58
Benchmark:
35.84
Your creative
Benchmark
0
100
58.58
Benchmark:
55.18
Your creative
Benchmark
0
100
58.58
Benchmark:
49.67
Your creative
Benchmark
0
100
58.58
Benchmark:
41.06
Your creative
Benchmark
0
100
58.58
Benchmark:
53.77
Your creative
Benchmark
0
100
58.58
Benchmark:
32.26
Your creative
Benchmark
0
100
58.58
Benchmark:
46.54
Your creative
Benchmark
0
100
58.58
Benchmark:
43.82
Your creative
Benchmark
0
100
58.58
Benchmark:
40.6
Your creative
Benchmark
0
100
58.58
Benchmark:
75.59
Your creative
Benchmark
0
100
58.58
Benchmark:
49.14
Your creative
Benchmark
0
100
58.58
Benchmark:
57.38
Your creative
Benchmark
0
100
58.58
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
1.94
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
2.71
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
1.35
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
43.08
Benchmark:
35.84
Your creative
Benchmark
0
100
43.08
Benchmark:
55.18
Your creative
Benchmark
0
100
43.08
Benchmark:
49.67
Your creative
Benchmark
0
100
43.08
Benchmark:
41.06
Your creative
Benchmark
0
100
43.08
Benchmark:
53.77
Your creative
Benchmark
0
100
43.08
Benchmark:
32.26
Your creative
Benchmark
0
100
43.08
Benchmark:
46.54
Your creative
Benchmark
0
100
43.08
Benchmark:
43.82
Your creative
Benchmark
0
100
43.08
Benchmark:
40.6
Your creative
Benchmark
0
100
43.08
Benchmark:
75.59
Your creative
Benchmark
0
100
43.08
Benchmark:
49.14
Your creative
Benchmark
0
100
43.08
Benchmark:
57.38
Your creative
Benchmark
0
100
43.08
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
1.62
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.68
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.7
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
41.41
Benchmark:
35.84
Your creative
Benchmark
0
100
41.41
Benchmark:
55.18
Your creative
Benchmark
0
100
41.41
Benchmark:
49.67
Your creative
Benchmark
0
100
41.41
Benchmark:
41.06
Your creative
Benchmark
0
100
41.41
Benchmark:
53.77
Your creative
Benchmark
0
100
41.41
Benchmark:
32.26
Your creative
Benchmark
0
100
41.41
Benchmark:
46.54
Your creative
Benchmark
0
100
41.41
Benchmark:
43.82
Your creative
Benchmark
0
100
41.41
Benchmark:
40.6
Your creative
Benchmark
0
100
41.41
Benchmark:
75.59
Your creative
Benchmark
0
100
41.41
Benchmark:
49.14
Your creative
Benchmark
0
100
41.41
Benchmark:
57.38
Your creative
Benchmark
0
100
41.41
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
1.51
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.51
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.99
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
46.84
Benchmark:
35.84
Your creative
Benchmark
0
100
46.84
Benchmark:
55.18
Your creative
Benchmark
0
100
46.84
Benchmark:
49.67
Your creative
Benchmark
0
100
46.84
Benchmark:
41.06
Your creative
Benchmark
0
100
46.84
Benchmark:
53.77
Your creative
Benchmark
0
100
46.84
Benchmark:
32.26
Your creative
Benchmark
0
100
46.84
Benchmark:
46.54
Your creative
Benchmark
0
100
46.84
Benchmark:
43.82
Your creative
Benchmark
0
100
46.84
Benchmark:
40.6
Your creative
Benchmark
0
100
46.84
Benchmark:
75.59
Your creative
Benchmark
0
100
46.84
Benchmark:
49.14
Your creative
Benchmark
0
100
46.84
Benchmark:
57.38
Your creative
Benchmark
0
100
46.84
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
0.47
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.63
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
1.9
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
With 1.94 seconds of Active Attention, Facebook in-stream is the strongest option for reinforcing small brand visibility. More than 32% of the ad is viewed actively, securing meaningful brand exposure before audience drop-off. For small brands, high Active Attention is crucial for competing with larger brands.
Complementary format
Facebook
feed
A supportive secondary format is Facebook feed, which delivers 1.62 seconds of Active Attention. When used together, these formats reinforce messaging and maximize recall.
Reconsider format
Pinterest
standard video
With only 0.47 seconds of Active Attention, this format is a poor fit for mid-funnel campaigns. Other formats offer greater engagement, making them more effective choices.
Creative recommendations
If you can't influence the media, but can influence the creative.
Branding
Strong
At the consideration stage, immediate branding helps solidify recognition and familiarity. No changes needed—continue to reinforce distinctive assets.
Ad length and format
Strong
These formats are well-suited for 10-second ads, making them effective for middle-funnel reinforcement. For a small brand, every second must work harder—while this ad length helps minimize wastage, ensure branding appears early and messaging is sharp to maximize recall and strengthen brand association.