Creative testing results

National Lottery

Summer sale

July 31, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
National Lottery
Campaign
Summer sale
Primary campaign objective
Reinforcement or consideration (or other mid funnel objectives)
Brand size
Challenger (25 - 50% market share)
First branded
moment
2
 seconds
Ad size
4:5
Ad length
10
 seconds
Market
Australia
Age group
25 - 34, 45 - 54
Gender
Both
All
Platform:
Facebook
Format:
in-stream

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
59.2
Benchmark:
35.84
Your creative
Benchmark
0
100
59.2
Benchmark:
55.18
Your creative
Benchmark
0
100
59.2
Benchmark:
49.67
Your creative
Benchmark
0
100
59.2
Benchmark:
41.06
Your creative
Benchmark
0
100
59.2
Benchmark:
53.77
Your creative
Benchmark
0
100
59.2
Benchmark:
32.26
Your creative
Benchmark
0
100
59.2
Benchmark:
46.54
Your creative
Benchmark
0
100
59.2
Benchmark:
43.82
Your creative
Benchmark
0
100
59.2
Benchmark:
40.6
Your creative
Benchmark
0
100
59.2
Benchmark:
75.59
Your creative
Benchmark
0
100
59.2
Benchmark:
49.14
Your creative
Benchmark
0
100
59.2
Benchmark:
57.38
Your creative
Benchmark
0
100
59.2
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
4.21
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
2.75
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.04
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
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
1.93
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.5
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
7.57
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
35.31
Benchmark:
35.84
Your creative
Benchmark
0
100
35.31
Benchmark:
55.18
Your creative
Benchmark
0
100
35.31
Benchmark:
49.67
Your creative
Benchmark
0
100
35.31
Benchmark:
41.06
Your creative
Benchmark
0
100
35.31
Benchmark:
53.77
Your creative
Benchmark
0
100
35.31
Benchmark:
32.26
Your creative
Benchmark
0
100
35.31
Benchmark:
46.54
Your creative
Benchmark
0
100
35.31
Benchmark:
43.82
Your creative
Benchmark
0
100
35.31
Benchmark:
40.6
Your creative
Benchmark
0
100
35.31
Benchmark:
75.59
Your creative
Benchmark
0
100
35.31
Benchmark:
49.14
Your creative
Benchmark
0
100
35.31
Benchmark:
57.38
Your creative
Benchmark
0
100
35.31
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
1.53
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.37
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
8.11
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
43.37
Benchmark:
35.84
Your creative
Benchmark
0
100
43.37
Benchmark:
55.18
Your creative
Benchmark
0
100
43.37
Benchmark:
49.67
Your creative
Benchmark
0
100
43.37
Benchmark:
41.06
Your creative
Benchmark
0
100
43.37
Benchmark:
53.77
Your creative
Benchmark
0
100
43.37
Benchmark:
32.26
Your creative
Benchmark
0
100
43.37
Benchmark:
46.54
Your creative
Benchmark
0
100
43.37
Benchmark:
43.82
Your creative
Benchmark
0
100
43.37
Benchmark:
40.6
Your creative
Benchmark
0
100
43.37
Benchmark:
75.59
Your creative
Benchmark
0
100
43.37
Benchmark:
49.14
Your creative
Benchmark
0
100
43.37
Benchmark:
57.38
Your creative
Benchmark
0
100
43.37
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
0.73
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
4.35
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
4.91
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
in-stream

With 4.21 seconds of Active Attention, Facebook in-stream is a top-tier choice for challenger brands seeking reinforcement. More than 42% of the ad is actively viewed, ensuring sustained message delivery before viewers scroll away or skip. For challenger brands, securing Active Attention is key to competing with leaders.

Complementary format
Facebook
feed

A reliable secondary platform to amplify engagement is Facebook feed. This option balances 1.93 of Active Attention with 0.5 of Passive Attention, strengthening message recall.

Reconsider format
Pinterest
standard video

Formats delivering only 0.73 seconds of Active Attention lack sufficient retention for mid-funnel campaigns. More effective choices are available to meet engagement objectives.

Creative recommendations

If you can't influence the media, but can influence the creative.
Branding
Strong

In a consideration-stage campaign, early branding ensures familiarity, allowing audiences to connect with your brand’s message instantly.

Ad length and format
Strong

These formats work well for 10-second ads, making them effective for middle-funnel reinforcement. For a challenger brand, reinforcement requires clear, impactful messaging—while this ad length helps minimize wastage, ensure branding appears early and the message is sharp to strengthen recall and brand association.