Creative testing results
TK Maxx
Social_Handbag Moving Static
November 18, 2025
Ad & campaign details
The ad, platform, formats and demographics your creative was tested against
Brand
TK Maxx
Campaign
Social_Handbag Moving Static
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
1
seconds
Ad size
1:1
Ad length
12
seconds
Market
Australia
Age group
25 - 34, 35 - 44, 45 - 54
Gender
Both
All
Platform:
Facebook
Format:
feed
Attention
Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
33.17
Benchmark:
35.84
Your creative
Benchmark
0
100
33.17
Benchmark:
55.18
Your creative
Benchmark
0
100
33.17
Benchmark:
49.67
Your creative
Benchmark
0
100
33.17
Benchmark:
41.06
Your creative
Benchmark
0
100
33.17
Benchmark:
53.77
Your creative
Benchmark
0
100
33.17
Benchmark:
32.26
Your creative
Benchmark
0
100
33.17
Benchmark:
46.54
Your creative
Benchmark
0
100
33.17
Benchmark:
43.82
Your creative
Benchmark
0
100
33.17
Benchmark:
40.6
Your creative
Benchmark
0
100
33.17
Benchmark:
75.59
Your creative
Benchmark
0
100
33.17
Benchmark:
49.14
Your creative
Benchmark
0
100
33.17
Benchmark:
57.38
Your creative
Benchmark
0
100
33.17
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
1.55
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
9.94
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
31.4
Benchmark:
35.84
Your creative
Benchmark
0
100
31.4
Benchmark:
55.18
Your creative
Benchmark
0
100
31.4
Benchmark:
49.67
Your creative
Benchmark
0
100
31.4
Benchmark:
41.06
Your creative
Benchmark
0
100
31.4
Benchmark:
53.77
Your creative
Benchmark
0
100
31.4
Benchmark:
32.26
Your creative
Benchmark
0
100
31.4
Benchmark:
46.54
Your creative
Benchmark
0
100
31.4
Benchmark:
43.82
Your creative
Benchmark
0
100
31.4
Benchmark:
40.6
Your creative
Benchmark
0
100
31.4
Benchmark:
75.59
Your creative
Benchmark
0
100
31.4
Benchmark:
49.14
Your creative
Benchmark
0
100
31.4
Benchmark:
57.38
Your creative
Benchmark
0
100
31.4
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
1.36
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.36
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
10.29
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
Pinterest
Format:
max width video
Attention
Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
44.49
Benchmark:
35.84
Your creative
Benchmark
0
100
44.49
Benchmark:
55.18
Your creative
Benchmark
0
100
44.49
Benchmark:
49.67
Your creative
Benchmark
0
100
44.49
Benchmark:
41.06
Your creative
Benchmark
0
100
44.49
Benchmark:
53.77
Your creative
Benchmark
0
100
44.49
Benchmark:
32.26
Your creative
Benchmark
0
100
44.49
Benchmark:
46.54
Your creative
Benchmark
0
100
44.49
Benchmark:
43.82
Your creative
Benchmark
0
100
44.49
Benchmark:
40.6
Your creative
Benchmark
0
100
44.49
Benchmark:
75.59
Your creative
Benchmark
0
100
44.49
Benchmark:
49.14
Your creative
Benchmark
0
100
44.49
Benchmark:
57.38
Your creative
Benchmark
0
100
44.49
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.
Active attention
1.25
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.71
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
7.04
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
42.48
Benchmark:
35.84
Your creative
Benchmark
0
100
42.48
Benchmark:
55.18
Your creative
Benchmark
0
100
42.48
Benchmark:
49.67
Your creative
Benchmark
0
100
42.48
Benchmark:
41.06
Your creative
Benchmark
0
100
42.48
Benchmark:
53.77
Your creative
Benchmark
0
100
42.48
Benchmark:
32.26
Your creative
Benchmark
0
100
42.48
Benchmark:
46.54
Your creative
Benchmark
0
100
42.48
Benchmark:
43.82
Your creative
Benchmark
0
100
42.48
Benchmark:
40.6
Your creative
Benchmark
0
100
42.48
Benchmark:
75.59
Your creative
Benchmark
0
100
42.48
Benchmark:
49.14
Your creative
Benchmark
0
100
42.48
Benchmark:
57.38
Your creative
Benchmark
0
100
42.48
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
0.67
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
5.01
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
6.33
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
feed
With 1.55 seconds of Active Attention, Facebook feed is the only effective option for brand building / awareness as it meets the minimum requirement for memory building with DBAs present. While only 12.9% of total ad length is actively viewed, the static nature of the creative means all information is effectively delivered in that time.
Complementary format
Instagram
feed
A complementary choice for reinforcement. This platform will not be adequate for brand building (<1.5s active) but is sufficient for reinforcement and additional reach.
Reconsider format
Pinterest
standard video
Formats with less than 0.66 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
Use of rational elements (handbags) over emotional elements (human) sees engagement drop slightly. Animatics (words) around the edge nudges slightly more attention in feed. Clear use of DBAs ensures correct attribution on Facebook.
Ad length and format
Strong
While 12s in length, the static nature of creative means all relevant information is delivered from the outset and throughout.