Creative testing results

Mazda

Zoom Zoom

July 22, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Mazda
Campaign
Zoom Zoom
Primary campaign objective
Brand building & awareness (or other upper funnel objectives)
Brand size
Challenger (25 - 50% market share)
First branded
moment
6
 seconds
Ad size
9x16
Ad length
6
 seconds
Market
Australia
Age group
18 - 24,35 - 44,25 - 34
Gender
Both
All
Platform:
Instagram
Format:
stories

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
64
Benchmark:
35.84
Your creative
Benchmark
0
100
64
Benchmark:
55.18
Your creative
Benchmark
0
100
64
Benchmark:
49.67
Your creative
Benchmark
0
100
64
Benchmark:
41.06
Your creative
Benchmark
0
100
64
Benchmark:
53.77
Your creative
Benchmark
0
100
64
Benchmark:
32.26
Your creative
Benchmark
0
100
64
Benchmark:
46.54
Your creative
Benchmark
0
100
64
Benchmark:
43.82
Your creative
Benchmark
0
100
64
Benchmark:
40.6
Your creative
Benchmark
0
100
64
Benchmark:
75.59
Your creative
Benchmark
0
100
64
Benchmark:
49.14
Your creative
Benchmark
0
100
64
Benchmark:
57.38
Your creative
Benchmark
0
100
64
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
2.1
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.8
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.1
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
64
Benchmark:
35.84
Your creative
Benchmark
0
100
64
Benchmark:
55.18
Your creative
Benchmark
0
100
64
Benchmark:
49.67
Your creative
Benchmark
0
100
64
Benchmark:
41.06
Your creative
Benchmark
0
100
64
Benchmark:
53.77
Your creative
Benchmark
0
100
64
Benchmark:
32.26
Your creative
Benchmark
0
100
64
Benchmark:
46.54
Your creative
Benchmark
0
100
64
Benchmark:
43.82
Your creative
Benchmark
0
100
64
Benchmark:
40.6
Your creative
Benchmark
0
100
64
Benchmark:
75.59
Your creative
Benchmark
0
100
64
Benchmark:
49.14
Your creative
Benchmark
0
100
64
Benchmark:
57.38
Your creative
Benchmark
0
100
64
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
1.7
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
1.1
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.2
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
49
Benchmark:
35.84
Your creative
Benchmark
0
100
49
Benchmark:
55.18
Your creative
Benchmark
0
100
49
Benchmark:
49.67
Your creative
Benchmark
0
100
49
Benchmark:
41.06
Your creative
Benchmark
0
100
49
Benchmark:
53.77
Your creative
Benchmark
0
100
49
Benchmark:
32.26
Your creative
Benchmark
0
100
49
Benchmark:
46.54
Your creative
Benchmark
0
100
49
Benchmark:
43.82
Your creative
Benchmark
0
100
49
Benchmark:
40.6
Your creative
Benchmark
0
100
49
Benchmark:
75.59
Your creative
Benchmark
0
100
49
Benchmark:
49.14
Your creative
Benchmark
0
100
49
Benchmark:
57.38
Your creative
Benchmark
0
100
49
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
1.3
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
1.8
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
2.9
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
57
Benchmark:
35.84
Your creative
Benchmark
0
100
57
Benchmark:
55.18
Your creative
Benchmark
0
100
57
Benchmark:
49.67
Your creative
Benchmark
0
100
57
Benchmark:
41.06
Your creative
Benchmark
0
100
57
Benchmark:
53.77
Your creative
Benchmark
0
100
57
Benchmark:
32.26
Your creative
Benchmark
0
100
57
Benchmark:
46.54
Your creative
Benchmark
0
100
57
Benchmark:
43.82
Your creative
Benchmark
0
100
57
Benchmark:
40.6
Your creative
Benchmark
0
100
57
Benchmark:
75.59
Your creative
Benchmark
0
100
57
Benchmark:
49.14
Your creative
Benchmark
0
100
57
Benchmark:
57.38
Your creative
Benchmark
0
100
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
1.2
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
1.5
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.3
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
Snapchat
Format:
commercial

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
87
Benchmark:
35.84
Your creative
Benchmark
0
100
87
Benchmark:
55.18
Your creative
Benchmark
0
100
87
Benchmark:
49.67
Your creative
Benchmark
0
100
87
Benchmark:
41.06
Your creative
Benchmark
0
100
87
Benchmark:
53.77
Your creative
Benchmark
0
100
87
Benchmark:
32.26
Your creative
Benchmark
0
100
87
Benchmark:
46.54
Your creative
Benchmark
0
100
87
Benchmark:
43.82
Your creative
Benchmark
0
100
87
Benchmark:
40.6
Your creative
Benchmark
0
100
87
Benchmark:
75.59
Your creative
Benchmark
0
100
87
Benchmark:
49.14
Your creative
Benchmark
0
100
87
Benchmark:
57.38
Your creative
Benchmark
0
100
87
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
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
4.8
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
1.2
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
Instagram
stories

With 2.06 seconds of Active Attention, Instagram stories provides a prime opportunity for a challenger brand to establish brand presence. Over 1.74 / 6 of the ad is actively consumed, maximizing impact before audience disengagement.

Complementary format
TikTok
in-feed

A strategic addition to boost engagement and exposure is in-feed. With 1.74 of Active Attention and 1.09 of Passive Attention, it serves as an effective awareness driver.

Reconsider format
Snapchat
commercial

With only 0 seconds of Active Attention, this format is ill-suited for brand-building, regardless of scale. Formats with sub-2.5-second Active Attention fail to provide necessary exposure before users disengage.

Creative recommendations

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

Challenger brands cannot afford late branding. By this time, only 39.4% of viewers remain engaged, meaning many users have already disengaged—move branding earlier to compete effectively.

Ad length and format
Ineffective

A 6-second ad is too brief to effectively introduce new concepts or establish strong brand recognition. To maximize impact and ensure lasting recall, opt for longer formats that allow for deeper engagement and message reinforcement.