Creative testing results
TK Maxx
Christmas Bauble 16:9 8"_Big brand gifts at prices you can't keep to yourself.
November 12, 2025
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.
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.
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.
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. The non-skip function ensures that almost 80% of the ad is consumed either actively or passively.
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 but it not suitable for brand building. Use for reinforcement instead.
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
Strong
Branding suitable for YouTube non-skip but not for fast decay, high skip/scroll environments as risk of misattribution is high.
Ad length and format
Strong
Ad length is suitable as is. For slow decay platforms like YouTube non-skip you can afford to use longer ad lengths without risk of increased wastage, this would be an ideal environment for your 12s creatives.