Creative testing results

TK Maxx

Social_Glassware Moving Static

November 18, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
TK Maxx
Campaign
Social_Glassware 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
7
 seconds
Market
Australia
Age group
25 - 34, 35 - 44, 45 - 54
Gender
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
39.5
Benchmark:
35.84
Your creative
Benchmark
0
100
39.5
Benchmark:
55.18
Your creative
Benchmark
0
100
39.5
Benchmark:
49.67
Your creative
Benchmark
0
100
39.5
Benchmark:
41.06
Your creative
Benchmark
0
100
39.5
Benchmark:
53.77
Your creative
Benchmark
0
100
39.5
Benchmark:
32.26
Your creative
Benchmark
0
100
39.5
Benchmark:
46.54
Your creative
Benchmark
0
100
39.5
Benchmark:
43.82
Your creative
Benchmark
0
100
39.5
Benchmark:
40.6
Your creative
Benchmark
0
100
39.5
Benchmark:
75.59
Your creative
Benchmark
0
100
39.5
Benchmark:
49.14
Your creative
Benchmark
0
100
39.5
Benchmark:
57.38
Your creative
Benchmark
0
100
39.5
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
1.69
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.43
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
4.88
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
36.55
Benchmark:
35.84
Your creative
Benchmark
0
100
36.55
Benchmark:
55.18
Your creative
Benchmark
0
100
36.55
Benchmark:
49.67
Your creative
Benchmark
0
100
36.55
Benchmark:
41.06
Your creative
Benchmark
0
100
36.55
Benchmark:
53.77
Your creative
Benchmark
0
100
36.55
Benchmark:
32.26
Your creative
Benchmark
0
100
36.55
Benchmark:
46.54
Your creative
Benchmark
0
100
36.55
Benchmark:
43.82
Your creative
Benchmark
0
100
36.55
Benchmark:
40.6
Your creative
Benchmark
0
100
36.55
Benchmark:
75.59
Your creative
Benchmark
0
100
36.55
Benchmark:
49.14
Your creative
Benchmark
0
100
36.55
Benchmark:
57.38
Your creative
Benchmark
0
100
36.55
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
1.48
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.27
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
5.26
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
45.94
Benchmark:
35.84
Your creative
Benchmark
0
100
45.94
Benchmark:
55.18
Your creative
Benchmark
0
100
45.94
Benchmark:
49.67
Your creative
Benchmark
0
100
45.94
Benchmark:
41.06
Your creative
Benchmark
0
100
45.94
Benchmark:
53.77
Your creative
Benchmark
0
100
45.94
Benchmark:
32.26
Your creative
Benchmark
0
100
45.94
Benchmark:
46.54
Your creative
Benchmark
0
100
45.94
Benchmark:
43.82
Your creative
Benchmark
0
100
45.94
Benchmark:
40.6
Your creative
Benchmark
0
100
45.94
Benchmark:
75.59
Your creative
Benchmark
0
100
45.94
Benchmark:
49.14
Your creative
Benchmark
0
100
45.94
Benchmark:
57.38
Your creative
Benchmark
0
100
45.94
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
1.2
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
2.47
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.34
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
42.16
Benchmark:
35.84
Your creative
Benchmark
0
100
42.16
Benchmark:
55.18
Your creative
Benchmark
0
100
42.16
Benchmark:
49.67
Your creative
Benchmark
0
100
42.16
Benchmark:
41.06
Your creative
Benchmark
0
100
42.16
Benchmark:
53.77
Your creative
Benchmark
0
100
42.16
Benchmark:
32.26
Your creative
Benchmark
0
100
42.16
Benchmark:
46.54
Your creative
Benchmark
0
100
42.16
Benchmark:
43.82
Your creative
Benchmark
0
100
42.16
Benchmark:
40.6
Your creative
Benchmark
0
100
42.16
Benchmark:
75.59
Your creative
Benchmark
0
100
42.16
Benchmark:
49.14
Your creative
Benchmark
0
100
42.16
Benchmark:
57.38
Your creative
Benchmark
0
100
42.16
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
0.57
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.29
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.14
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 1.69 seconds of Active Attention, Facebook feed is the most effective option for brand building / awareness as it meets the minimum requirement for memory building with DBAs present. 25% of total ad length is actively viewed.

Complementary format
Instagram
feed

A complementary choice for reinforcement and possible brand building, Instagram sits just below the minimum threshold (1.5s) for memory building with DBAs present. As branding is clear throughout, potential for increased awareness is still strong.

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
Strong

Use of rational elements (glassware) over emotional elements (human) sees engagement drop slightly when compared to more emotional creative. Animatics (words) around the edge nudges slightly more attention in feed. Clear use of DBAs ensures correct attribution on Facebook and Instagram.

Ad length and format
Strong

While 7s in length, the static nature of creative means all relevant information is delivered from the outset and throughout.