Creative testing results

Phillips

Das Clean Teeth

July 31, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Phillips
Campaign
Das Clean Teeth
Primary campaign objective
Reinforcement or consideration (or other mid funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
6
 seconds
Ad size
4:5
Ad length
15
 seconds
Market
Global
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
58.57
Benchmark:
35.84
Your creative
Benchmark
0
100
58.57
Benchmark:
55.18
Your creative
Benchmark
0
100
58.57
Benchmark:
49.67
Your creative
Benchmark
0
100
58.57
Benchmark:
41.06
Your creative
Benchmark
0
100
58.57
Benchmark:
53.77
Your creative
Benchmark
0
100
58.57
Benchmark:
32.26
Your creative
Benchmark
0
100
58.57
Benchmark:
46.54
Your creative
Benchmark
0
100
58.57
Benchmark:
43.82
Your creative
Benchmark
0
100
58.57
Benchmark:
40.6
Your creative
Benchmark
0
100
58.57
Benchmark:
75.59
Your creative
Benchmark
0
100
58.57
Benchmark:
49.14
Your creative
Benchmark
0
100
58.57
Benchmark:
57.38
Your creative
Benchmark
0
100
58.57
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
5.93
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.19
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
5.88
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
36.53
Benchmark:
35.84
Your creative
Benchmark
0
100
36.53
Benchmark:
55.18
Your creative
Benchmark
0
100
36.53
Benchmark:
49.67
Your creative
Benchmark
0
100
36.53
Benchmark:
41.06
Your creative
Benchmark
0
100
36.53
Benchmark:
53.77
Your creative
Benchmark
0
100
36.53
Benchmark:
32.26
Your creative
Benchmark
0
100
36.53
Benchmark:
46.54
Your creative
Benchmark
0
100
36.53
Benchmark:
43.82
Your creative
Benchmark
0
100
36.53
Benchmark:
40.6
Your creative
Benchmark
0
100
36.53
Benchmark:
75.59
Your creative
Benchmark
0
100
36.53
Benchmark:
49.14
Your creative
Benchmark
0
100
36.53
Benchmark:
57.38
Your creative
Benchmark
0
100
36.53
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
1.94
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.32
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
12.74
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
32.93
Benchmark:
35.84
Your creative
Benchmark
0
100
32.93
Benchmark:
55.18
Your creative
Benchmark
0
100
32.93
Benchmark:
49.67
Your creative
Benchmark
0
100
32.93
Benchmark:
41.06
Your creative
Benchmark
0
100
32.93
Benchmark:
53.77
Your creative
Benchmark
0
100
32.93
Benchmark:
32.26
Your creative
Benchmark
0
100
32.93
Benchmark:
46.54
Your creative
Benchmark
0
100
32.93
Benchmark:
43.82
Your creative
Benchmark
0
100
32.93
Benchmark:
40.6
Your creative
Benchmark
0
100
32.93
Benchmark:
75.59
Your creative
Benchmark
0
100
32.93
Benchmark:
49.14
Your creative
Benchmark
0
100
32.93
Benchmark:
57.38
Your creative
Benchmark
0
100
32.93
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
1.54
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.27
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
13.19
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
37.56
Benchmark:
35.84
Your creative
Benchmark
0
100
37.56
Benchmark:
55.18
Your creative
Benchmark
0
100
37.56
Benchmark:
49.67
Your creative
Benchmark
0
100
37.56
Benchmark:
41.06
Your creative
Benchmark
0
100
37.56
Benchmark:
53.77
Your creative
Benchmark
0
100
37.56
Benchmark:
32.26
Your creative
Benchmark
0
100
37.56
Benchmark:
46.54
Your creative
Benchmark
0
100
37.56
Benchmark:
43.82
Your creative
Benchmark
0
100
37.56
Benchmark:
40.6
Your creative
Benchmark
0
100
37.56
Benchmark:
75.59
Your creative
Benchmark
0
100
37.56
Benchmark:
49.14
Your creative
Benchmark
0
100
37.56
Benchmark:
57.38
Your creative
Benchmark
0
100
37.56
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
0.58
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
4.39
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

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 a well-balanced mix of Active Attention (5.93) and Passive Attention (3.19), Facebook in-stream is ideal for reinforcement campaigns for leader brands.

Complementary format
Facebook
feed

A strong companion to enhance reach and engagement is Facebook feed. This format, with 1.94 seconds of Active Attention and seconds of Passive Attention, serves as a dependable secondary option.

Reconsider format
Pinterest
standard video

With just 0.58 seconds of Active Attention, this format falls short for mid-funnel campaigns, making it unsuitable regardless of brand scale. Better alternatives exist for driving engagement mid-funnel.

Creative recommendations

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

In a reinforcement-stage campaign, brand exposure after 4 sec weakens the reinforcement of key brand messages. At this point, only 46.7% of viewers are still engaged—move branding earlier for better recall.

Ad length and format
Ineffective

Users on these platforms may not stay engaged long enough to retain mid-funnel messaging, especially on fast-decay platforms. Shorten the ad for better efficiency.