Creative testing results
The National Lottery
Scratch Cards - Snap-Stories
March 12, 2026
Ad & campaign details
The ad, platform, formats and demographics your creative was tested against
Brand
The National Lottery
Campaign
Scratch Cards - Snap-Stories
Primary campaign objective
Reinforcement or consideration (or other mid funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
12
seconds
Ad size
9:16
Ad length
15
seconds
Market
Global
Age group
18 - 24, 25 - 34, 35 - 44, 45 - 54
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
71.83
Benchmark:
35.84
Your creative
Benchmark
0
100
71.83
Benchmark:
55.18
Your creative
Benchmark
0
100
71.83
Benchmark:
49.67
Your creative
Benchmark
0
100
71.83
Benchmark:
41.06
Your creative
Benchmark
0
100
71.83
Benchmark:
53.77
Your creative
Benchmark
0
100
71.83
Benchmark:
32.26
Your creative
Benchmark
0
100
71.83
Benchmark:
46.54
Your creative
Benchmark
0
100
71.83
Benchmark:
43.82
Your creative
Benchmark
0
100
71.83
Benchmark:
40.6
Your creative
Benchmark
0
100
71.83
Benchmark:
75.59
Your creative
Benchmark
0
100
71.83
Benchmark:
49.14
Your creative
Benchmark
0
100
71.83
Benchmark:
57.38
Your creative
Benchmark
0
100
71.83
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
9.13
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.49
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
5.39
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
44.99
Benchmark:
35.84
Your creative
Benchmark
0
100
44.99
Benchmark:
55.18
Your creative
Benchmark
0
100
44.99
Benchmark:
49.67
Your creative
Benchmark
0
100
44.99
Benchmark:
41.06
Your creative
Benchmark
0
100
44.99
Benchmark:
53.77
Your creative
Benchmark
0
100
44.99
Benchmark:
32.26
Your creative
Benchmark
0
100
44.99
Benchmark:
46.54
Your creative
Benchmark
0
100
44.99
Benchmark:
43.82
Your creative
Benchmark
0
100
44.99
Benchmark:
40.6
Your creative
Benchmark
0
100
44.99
Benchmark:
75.59
Your creative
Benchmark
0
100
44.99
Benchmark:
49.14
Your creative
Benchmark
0
100
44.99
Benchmark:
57.38
Your creative
Benchmark
0
100
44.99
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
2.44
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.11
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
12.45
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
40.56
Benchmark:
35.84
Your creative
Benchmark
0
100
40.56
Benchmark:
55.18
Your creative
Benchmark
0
100
40.56
Benchmark:
49.67
Your creative
Benchmark
0
100
40.56
Benchmark:
41.06
Your creative
Benchmark
0
100
40.56
Benchmark:
53.77
Your creative
Benchmark
0
100
40.56
Benchmark:
32.26
Your creative
Benchmark
0
100
40.56
Benchmark:
46.54
Your creative
Benchmark
0
100
40.56
Benchmark:
43.82
Your creative
Benchmark
0
100
40.56
Benchmark:
40.6
Your creative
Benchmark
0
100
40.56
Benchmark:
75.59
Your creative
Benchmark
0
100
40.56
Benchmark:
49.14
Your creative
Benchmark
0
100
40.56
Benchmark:
57.38
Your creative
Benchmark
0
100
40.56
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.
Active attention
2.15
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.05
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
12.81
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
39.17
Benchmark:
35.84
Your creative
Benchmark
0
100
39.17
Benchmark:
55.18
Your creative
Benchmark
0
100
39.17
Benchmark:
49.67
Your creative
Benchmark
0
100
39.17
Benchmark:
41.06
Your creative
Benchmark
0
100
39.17
Benchmark:
53.77
Your creative
Benchmark
0
100
39.17
Benchmark:
32.26
Your creative
Benchmark
0
100
39.17
Benchmark:
46.54
Your creative
Benchmark
0
100
39.17
Benchmark:
43.82
Your creative
Benchmark
0
100
39.17
Benchmark:
40.6
Your creative
Benchmark
0
100
39.17
Benchmark:
75.59
Your creative
Benchmark
0
100
39.17
Benchmark:
49.14
Your creative
Benchmark
0
100
39.17
Benchmark:
57.38
Your creative
Benchmark
0
100
39.17
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
1.94
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.03
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
13.03
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
40.24
Benchmark:
35.84
Your creative
Benchmark
0
100
40.24
Benchmark:
55.18
Your creative
Benchmark
0
100
40.24
Benchmark:
49.67
Your creative
Benchmark
0
100
40.24
Benchmark:
41.06
Your creative
Benchmark
0
100
40.24
Benchmark:
53.77
Your creative
Benchmark
0
100
40.24
Benchmark:
32.26
Your creative
Benchmark
0
100
40.24
Benchmark:
46.54
Your creative
Benchmark
0
100
40.24
Benchmark:
43.82
Your creative
Benchmark
0
100
40.24
Benchmark:
40.6
Your creative
Benchmark
0
100
40.24
Benchmark:
75.59
Your creative
Benchmark
0
100
40.24
Benchmark:
49.14
Your creative
Benchmark
0
100
40.24
Benchmark:
57.38
Your creative
Benchmark
0
100
40.24
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
0.46
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
5.13
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
9.41
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
Snapchat commercials remain the strongest performer for this campaign, with a well-balanced mix of active attention (9.13s) and passive attention (0.49s). This format maximizes mid-funnel engagement and reinforces brand recall. Use this placement for reinforcement campaigns targeting all key age groups (18–54) to capitalize on attention early in the ad and maintain audience focus throughout.
Complementary format
TikTok
in-feed
TikTok in-feed ads provide a reliable secondary option to extend reach and engagement. While active attention (2.44s) is lower than Snapchat, it offers additional passive attention (0.11s), which helps build familiarity with the brand. Pair this format with Snapchat to increase overall campaign touchpoints and maintain engagement across platforms popular with younger demographics (18–34).
Reconsider format
Pinterest
standard video
Pinterest standard video underperforms for this creative, with minimal active attention (0.46s), making it unsuitable for mid-funnel objectives. Even with a strong visual platform, the ad fails to capture sustained engagement. Consider reallocating budget to Snapchat or TikTok where both active and passive attention are higher, or explore shorter, more dynamic video formats if Pinterest is strategically necessary.
Creative recommendations
If you can't influence the media, but can influence the creative.
Branding
Needs Work
With the first branded moment occurring at 12 seconds, it’s crucial to create a stronger pre-branding hook to maintain engagement until the brand appears. Use clear visual or narrative cues early in the ad to build anticipation and context for the product. Once the brand is introduced, reinforce it immediately with prominent visuals and messaging to maximize mid-funnel recall and connection. Shortening the overall ad slightly can also help concentrate attention around the branded moment.
Ad length and format
Ineffective
Given attention decay across platforms, especially TikTok, Facebook, and Instagram stories, consider trimming the ad from 15 seconds to 8–10 seconds. Focus on key product messaging and visual hooks in the first 3–5 seconds to capture active attention. Ensure each platform’s format aligns with natural user behavior (e.g., vertical for Snapchat/TikTok, quick scene cuts for Instagram/Facebook stories) to reduce non-attention and maximize engagement efficiency.