Creative testing results

TK Maxx

Christmas Bauble 16:9 8"_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 16:9 8"_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
4
 seconds
Ad size
16:9
Ad length
8
 seconds
Market
Australia
Age group
25 - 34, 35 - 44, 45 - 54
Gender
Both
All
Platform:
YouTube
Format:
pre-roll non skippable

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
63.42
Benchmark:
35.84
Your creative
Benchmark
0
100
63.42
Benchmark:
55.18
Your creative
Benchmark
0
100
63.42
Benchmark:
49.67
Your creative
Benchmark
0
100
63.42
Benchmark:
41.06
Your creative
Benchmark
0
100
63.42
Benchmark:
53.77
Your creative
Benchmark
0
100
63.42
Benchmark:
32.26
Your creative
Benchmark
0
100
63.42
Benchmark:
46.54
Your creative
Benchmark
0
100
63.42
Benchmark:
43.82
Your creative
Benchmark
0
100
63.42
Benchmark:
40.6
Your creative
Benchmark
0
100
63.42
Benchmark:
75.59
Your creative
Benchmark
0
100
63.42
Benchmark:
49.14
Your creative
Benchmark
0
100
63.42
Benchmark:
57.38
Your creative
Benchmark
0
100
63.42
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
3.72
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
2.67
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
1.61
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
General Web
Format:
pre-roll

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
56.14
Benchmark:
35.84
Your creative
Benchmark
0
100
56.14
Benchmark:
55.18
Your creative
Benchmark
0
100
56.14
Benchmark:
49.67
Your creative
Benchmark
0
100
56.14
Benchmark:
41.06
Your creative
Benchmark
0
100
56.14
Benchmark:
53.77
Your creative
Benchmark
0
100
56.14
Benchmark:
32.26
Your creative
Benchmark
0
100
56.14
Benchmark:
46.54
Your creative
Benchmark
0
100
56.14
Benchmark:
43.82
Your creative
Benchmark
0
100
56.14
Benchmark:
40.6
Your creative
Benchmark
0
100
56.14
Benchmark:
75.59
Your creative
Benchmark
0
100
56.14
Benchmark:
49.14
Your creative
Benchmark
0
100
56.14
Benchmark:
57.38
Your creative
Benchmark
0
100
56.14
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
1.47
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
4.93
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
1.6
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
General Web
Format:
outstream video

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
44.12
Benchmark:
35.84
Your creative
Benchmark
0
100
44.12
Benchmark:
55.18
Your creative
Benchmark
0
100
44.12
Benchmark:
49.67
Your creative
Benchmark
0
100
44.12
Benchmark:
41.06
Your creative
Benchmark
0
100
44.12
Benchmark:
53.77
Your creative
Benchmark
0
100
44.12
Benchmark:
32.26
Your creative
Benchmark
0
100
44.12
Benchmark:
46.54
Your creative
Benchmark
0
100
44.12
Benchmark:
43.82
Your creative
Benchmark
0
100
44.12
Benchmark:
40.6
Your creative
Benchmark
0
100
44.12
Benchmark:
75.59
Your creative
Benchmark
0
100
44.12
Benchmark:
49.14
Your creative
Benchmark
0
100
44.12
Benchmark:
57.38
Your creative
Benchmark
0
100
44.12
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.
Attention decay
Close
Click to expand
Active attention
0.87
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.74
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.39
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
YouTube
pre-roll non skippable

With 3.72 seconds of Active Attention, Youtube pre-roll non-skippable is the most effective option for a small brand to achieve awareness objectives. More than 47% of the ad is actively consumed, ensuring strong message delivery before users disengage.

Complementary format
General Web
pre-roll

A complementary choice for boosting engagement is General_Web pre-roll. With 1.47 seconds of Active Attention and 4.93 seconds of Passive Attention, it enhances visibility and reach.

Reconsider format
General Web
outstream video

Formats with less than 0.87 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

Small brands should maximize branding presence in awareness campaigns. By this time, only 50% of viewers are still engaged—delayed branding limits brand exposure, shift earlier for stronger impact.

Ad length and format
Needs Work

A 10-second ad is borderline for upper-funnel brand-building, as more time is often needed for storytelling and establishing new associations. For a small brand, maximizing impact is essential—consider slightly longer ad lengths, or at minimum, ensure messaging is concise and branding appears early to drive recognition.