Creative testing results

TK Maxx

Christmas Bauble 9:16 6"_Big brand gifts at prices you can't keep to yourself.

November 12, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
TK Maxx
Campaign
Christmas Bauble 9:16 6"_Big brand gifts at prices you can't keep to yourself.
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
3
 seconds
Ad size
9:16
Ad length
6
 seconds
Market
Australia
Age group
25 - 34, 35 - 44, 45 - 54
Gender
Both
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
84.06
Benchmark:
35.84
Your creative
Benchmark
0
100
84.06
Benchmark:
55.18
Your creative
Benchmark
0
100
84.06
Benchmark:
49.67
Your creative
Benchmark
0
100
84.06
Benchmark:
41.06
Your creative
Benchmark
0
100
84.06
Benchmark:
53.77
Your creative
Benchmark
0
100
84.06
Benchmark:
32.26
Your creative
Benchmark
0
100
84.06
Benchmark:
46.54
Your creative
Benchmark
0
100
84.06
Benchmark:
43.82
Your creative
Benchmark
0
100
84.06
Benchmark:
40.6
Your creative
Benchmark
0
100
84.06
Benchmark:
75.59
Your creative
Benchmark
0
100
84.06
Benchmark:
49.14
Your creative
Benchmark
0
100
84.06
Benchmark:
57.38
Your creative
Benchmark
0
100
84.06
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
4.98
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.45
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
0.57
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
64.76
Benchmark:
35.84
Your creative
Benchmark
0
100
64.76
Benchmark:
55.18
Your creative
Benchmark
0
100
64.76
Benchmark:
49.67
Your creative
Benchmark
0
100
64.76
Benchmark:
41.06
Your creative
Benchmark
0
100
64.76
Benchmark:
53.77
Your creative
Benchmark
0
100
64.76
Benchmark:
32.26
Your creative
Benchmark
0
100
64.76
Benchmark:
46.54
Your creative
Benchmark
0
100
64.76
Benchmark:
43.82
Your creative
Benchmark
0
100
64.76
Benchmark:
40.6
Your creative
Benchmark
0
100
64.76
Benchmark:
75.59
Your creative
Benchmark
0
100
64.76
Benchmark:
49.14
Your creative
Benchmark
0
100
64.76
Benchmark:
57.38
Your creative
Benchmark
0
100
64.76
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
3.34
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.08
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
2.58
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
55.16
Benchmark:
35.84
Your creative
Benchmark
0
100
55.16
Benchmark:
55.18
Your creative
Benchmark
0
100
55.16
Benchmark:
49.67
Your creative
Benchmark
0
100
55.16
Benchmark:
41.06
Your creative
Benchmark
0
100
55.16
Benchmark:
53.77
Your creative
Benchmark
0
100
55.16
Benchmark:
32.26
Your creative
Benchmark
0
100
55.16
Benchmark:
46.54
Your creative
Benchmark
0
100
55.16
Benchmark:
43.82
Your creative
Benchmark
0
100
55.16
Benchmark:
40.6
Your creative
Benchmark
0
100
55.16
Benchmark:
75.59
Your creative
Benchmark
0
100
55.16
Benchmark:
49.14
Your creative
Benchmark
0
100
55.16
Benchmark:
57.38
Your creative
Benchmark
0
100
55.16
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
2.54
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
3.37
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
54.72
Benchmark:
35.84
Your creative
Benchmark
0
100
54.72
Benchmark:
55.18
Your creative
Benchmark
0
100
54.72
Benchmark:
49.67
Your creative
Benchmark
0
100
54.72
Benchmark:
41.06
Your creative
Benchmark
0
100
54.72
Benchmark:
53.77
Your creative
Benchmark
0
100
54.72
Benchmark:
32.26
Your creative
Benchmark
0
100
54.72
Benchmark:
46.54
Your creative
Benchmark
0
100
54.72
Benchmark:
43.82
Your creative
Benchmark
0
100
54.72
Benchmark:
40.6
Your creative
Benchmark
0
100
54.72
Benchmark:
75.59
Your creative
Benchmark
0
100
54.72
Benchmark:
49.14
Your creative
Benchmark
0
100
54.72
Benchmark:
57.38
Your creative
Benchmark
0
100
54.72
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
2.48
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
3.43
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
47.56
Benchmark:
35.84
Your creative
Benchmark
0
100
47.56
Benchmark:
55.18
Your creative
Benchmark
0
100
47.56
Benchmark:
49.67
Your creative
Benchmark
0
100
47.56
Benchmark:
41.06
Your creative
Benchmark
0
100
47.56
Benchmark:
53.77
Your creative
Benchmark
0
100
47.56
Benchmark:
32.26
Your creative
Benchmark
0
100
47.56
Benchmark:
46.54
Your creative
Benchmark
0
100
47.56
Benchmark:
43.82
Your creative
Benchmark
0
100
47.56
Benchmark:
40.6
Your creative
Benchmark
0
100
47.56
Benchmark:
75.59
Your creative
Benchmark
0
100
47.56
Benchmark:
49.14
Your creative
Benchmark
0
100
47.56
Benchmark:
57.38
Your creative
Benchmark
0
100
47.56
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
0.57
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.59
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
1.85
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 4.98 seconds of Active Attention, Snapchat commercial is the most effective option for a small brand to achieve awareness objectives. More than 83% of the ad is actively consumed, ensuring strong message delivery before users disengage.

Complementary format
Facebook
stories

A complementary choice for boosting engagement is Facebook stories. With 3.34 seconds of Active Attention and 0.08 seconds of Passive Attention, you can continue to build your brand and expand reach.

Reconsider format
Pinterest
standard video

Formats with less than 0.57 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
Needs Work

Creative works well for Snapchat commercials and does not require changes. For other fast decay platforms, consider leading with DBAs to avoid misattribution to largest competitor.

Ad length and format
Strong

In fast-decay environments, longer ads don’t earn more attention - they simply create more wastage. Keeping ad lengths under 10 seconds maximises efficiency (including reduced production costs) and ensures your message is delivered within the actual attention window available. Designing longer ads in these conditions means much of it will go unwatched, and key parts of your message will be lost.