Creative testing results
LUS
Somethin' about curls
July 28, 2025
Ad & campaign details
The ad, platform, formats and demographics your creative was tested against
Brand
LUS
Campaign
Somethin' about curls
Primary campaign objective
Brand building & awareness (or other upper funnel objectives)
Brand size
New brand/ smaller brand (less than 25% market share)
First branded
moment
2
seconds
Ad size
9:16
Ad length
63
seconds
Market
Global
Age group
Gender
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
12
Benchmark:
35.84
Your creative
Benchmark
0
100
12
Benchmark:
55.18
Your creative
Benchmark
0
100
12
Benchmark:
49.67
Your creative
Benchmark
0
100
12
Benchmark:
41.06
Your creative
Benchmark
0
100
12
Benchmark:
53.77
Your creative
Benchmark
0
100
12
Benchmark:
32.26
Your creative
Benchmark
0
100
12
Benchmark:
46.54
Your creative
Benchmark
0
100
12
Benchmark:
43.82
Your creative
Benchmark
0
100
12
Benchmark:
40.6
Your creative
Benchmark
0
100
12
Benchmark:
75.59
Your creative
Benchmark
0
100
12
Benchmark:
49.14
Your creative
Benchmark
0
100
12
Benchmark:
57.38
Your creative
Benchmark
0
100
12
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
7.2
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.9
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
54.8
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
66
Benchmark:
35.84
Your creative
Benchmark
0
100
66
Benchmark:
55.18
Your creative
Benchmark
0
100
66
Benchmark:
49.67
Your creative
Benchmark
0
100
66
Benchmark:
41.06
Your creative
Benchmark
0
100
66
Benchmark:
53.77
Your creative
Benchmark
0
100
66
Benchmark:
32.26
Your creative
Benchmark
0
100
66
Benchmark:
46.54
Your creative
Benchmark
0
100
66
Benchmark:
43.82
Your creative
Benchmark
0
100
66
Benchmark:
40.6
Your creative
Benchmark
0
100
66
Benchmark:
75.59
Your creative
Benchmark
0
100
66
Benchmark:
49.14
Your creative
Benchmark
0
100
66
Benchmark:
57.38
Your creative
Benchmark
0
100
66
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
2.4
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.1
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
60.5
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
60
Benchmark:
35.84
Your creative
Benchmark
0
100
60
Benchmark:
55.18
Your creative
Benchmark
0
100
60
Benchmark:
49.67
Your creative
Benchmark
0
100
60
Benchmark:
41.06
Your creative
Benchmark
0
100
60
Benchmark:
53.77
Your creative
Benchmark
0
100
60
Benchmark:
32.26
Your creative
Benchmark
0
100
60
Benchmark:
46.54
Your creative
Benchmark
0
100
60
Benchmark:
43.82
Your creative
Benchmark
0
100
60
Benchmark:
40.6
Your creative
Benchmark
0
100
60
Benchmark:
75.59
Your creative
Benchmark
0
100
60
Benchmark:
49.14
Your creative
Benchmark
0
100
60
Benchmark:
57.38
Your creative
Benchmark
0
100
60
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
2.2
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.1
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
60.7
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
60
Benchmark:
35.84
Your creative
Benchmark
0
100
60
Benchmark:
55.18
Your creative
Benchmark
0
100
60
Benchmark:
49.67
Your creative
Benchmark
0
100
60
Benchmark:
41.06
Your creative
Benchmark
0
100
60
Benchmark:
53.77
Your creative
Benchmark
0
100
60
Benchmark:
32.26
Your creative
Benchmark
0
100
60
Benchmark:
46.54
Your creative
Benchmark
0
100
60
Benchmark:
43.82
Your creative
Benchmark
0
100
60
Benchmark:
40.6
Your creative
Benchmark
0
100
60
Benchmark:
75.59
Your creative
Benchmark
0
100
60
Benchmark:
49.14
Your creative
Benchmark
0
100
60
Benchmark:
57.38
Your creative
Benchmark
0
100
60
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
1.9
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.1
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
61
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
47
Benchmark:
35.84
Your creative
Benchmark
0
100
47
Benchmark:
55.18
Your creative
Benchmark
0
100
47
Benchmark:
49.67
Your creative
Benchmark
0
100
47
Benchmark:
41.06
Your creative
Benchmark
0
100
47
Benchmark:
53.77
Your creative
Benchmark
0
100
47
Benchmark:
32.26
Your creative
Benchmark
0
100
47
Benchmark:
46.54
Your creative
Benchmark
0
100
47
Benchmark:
43.82
Your creative
Benchmark
0
100
47
Benchmark:
40.6
Your creative
Benchmark
0
100
47
Benchmark:
75.59
Your creative
Benchmark
0
100
47
Benchmark:
49.14
Your creative
Benchmark
0
100
47
Benchmark:
57.38
Your creative
Benchmark
0
100
47
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
0.4
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
5.1
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
57.5
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
With 7.24 seconds of Active Attention, Snapchat commercial is the most effective option for a small brand to achieve awareness objectives. More than 2.38 / 63 of the ad is actively consumed, ensuring strong message delivery before users disengage.
Complementary format
TikTok
in-feed
A complementary choice for boosting engagement is in-feed. With 2.38 seconds of Active Attention and 0.14 seconds of Passive Attention, it enhances visibility and reach.
Reconsider format
Pinterest
standard video
Formats with less than 0.44 seconds of Active Attention are not viable for awareness-building, regardless of brand scale. Insufficient exposure before drop-off weakens effectiveness.
Creative recommendations
If you can't influence the media, but can influence the creative.
Branding
Strong
For a small brand, early branding is critical to maximize exposure and recall in an awareness-building campaign. This approach builds presence efficiently.
Ad length and format
Ineffective
These formats struggle to sustain attention at this ad length, as users tend to disengage quickly on scrollable channels. For a smaller brand, every second counts—opt for high-retention formats and consider shortening the ad to 15 or 10 seconds to improve effectiveness and visibility.