Creative testing results

UBS

UBS The Craft Mindset

December 16, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
UBS
Campaign
UBS The Craft Mindset
Primary campaign objective
Brand building & awareness (or other upper funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
1
 seconds
Ad size
9:16
Ad length
85
 seconds
Market
Global
Age group
Gender
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
67.03
Benchmark:
35.84
Your creative
Benchmark
0
100
67.03
Benchmark:
55.18
Your creative
Benchmark
0
100
67.03
Benchmark:
49.67
Your creative
Benchmark
0
100
67.03
Benchmark:
41.06
Your creative
Benchmark
0
100
67.03
Benchmark:
53.77
Your creative
Benchmark
0
100
67.03
Benchmark:
32.26
Your creative
Benchmark
0
100
67.03
Benchmark:
46.54
Your creative
Benchmark
0
100
67.03
Benchmark:
43.82
Your creative
Benchmark
0
100
67.03
Benchmark:
40.6
Your creative
Benchmark
0
100
67.03
Benchmark:
75.59
Your creative
Benchmark
0
100
67.03
Benchmark:
49.14
Your creative
Benchmark
0
100
67.03
Benchmark:
57.38
Your creative
Benchmark
0
100
67.03
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
13.34
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.36
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
71.3
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
45.44
Benchmark:
35.84
Your creative
Benchmark
0
100
45.44
Benchmark:
55.18
Your creative
Benchmark
0
100
45.44
Benchmark:
49.67
Your creative
Benchmark
0
100
45.44
Benchmark:
41.06
Your creative
Benchmark
0
100
45.44
Benchmark:
53.77
Your creative
Benchmark
0
100
45.44
Benchmark:
32.26
Your creative
Benchmark
0
100
45.44
Benchmark:
46.54
Your creative
Benchmark
0
100
45.44
Benchmark:
43.82
Your creative
Benchmark
0
100
45.44
Benchmark:
40.6
Your creative
Benchmark
0
100
45.44
Benchmark:
75.59
Your creative
Benchmark
0
100
45.44
Benchmark:
49.14
Your creative
Benchmark
0
100
45.44
Benchmark:
57.38
Your creative
Benchmark
0
100
45.44
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
3.1
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.03
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
81.87
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
37.06
Benchmark:
35.84
Your creative
Benchmark
0
100
37.06
Benchmark:
55.18
Your creative
Benchmark
0
100
37.06
Benchmark:
49.67
Your creative
Benchmark
0
100
37.06
Benchmark:
41.06
Your creative
Benchmark
0
100
37.06
Benchmark:
53.77
Your creative
Benchmark
0
100
37.06
Benchmark:
32.26
Your creative
Benchmark
0
100
37.06
Benchmark:
46.54
Your creative
Benchmark
0
100
37.06
Benchmark:
43.82
Your creative
Benchmark
0
100
37.06
Benchmark:
40.6
Your creative
Benchmark
0
100
37.06
Benchmark:
75.59
Your creative
Benchmark
0
100
37.06
Benchmark:
49.14
Your creative
Benchmark
0
100
37.06
Benchmark:
57.38
Your creative
Benchmark
0
100
37.06
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
2.24
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.03
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
82.73
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
36.96
Benchmark:
35.84
Your creative
Benchmark
0
100
36.96
Benchmark:
55.18
Your creative
Benchmark
0
100
36.96
Benchmark:
49.67
Your creative
Benchmark
0
100
36.96
Benchmark:
41.06
Your creative
Benchmark
0
100
36.96
Benchmark:
53.77
Your creative
Benchmark
0
100
36.96
Benchmark:
32.26
Your creative
Benchmark
0
100
36.96
Benchmark:
46.54
Your creative
Benchmark
0
100
36.96
Benchmark:
43.82
Your creative
Benchmark
0
100
36.96
Benchmark:
40.6
Your creative
Benchmark
0
100
36.96
Benchmark:
75.59
Your creative
Benchmark
0
100
36.96
Benchmark:
49.14
Your creative
Benchmark
0
100
36.96
Benchmark:
57.38
Your creative
Benchmark
0
100
36.96
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
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.03
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
82.97
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
41.11
Benchmark:
35.84
Your creative
Benchmark
0
100
41.11
Benchmark:
55.18
Your creative
Benchmark
0
100
41.11
Benchmark:
49.67
Your creative
Benchmark
0
100
41.11
Benchmark:
41.06
Your creative
Benchmark
0
100
41.11
Benchmark:
53.77
Your creative
Benchmark
0
100
41.11
Benchmark:
32.26
Your creative
Benchmark
0
100
41.11
Benchmark:
46.54
Your creative
Benchmark
0
100
41.11
Benchmark:
43.82
Your creative
Benchmark
0
100
41.11
Benchmark:
40.6
Your creative
Benchmark
0
100
41.11
Benchmark:
75.59
Your creative
Benchmark
0
100
41.11
Benchmark:
49.14
Your creative
Benchmark
0
100
41.11
Benchmark:
57.38
Your creative
Benchmark
0
100
41.11
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
1.34
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
4.53
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
79.13
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 13.34 seconds of Active Attention, Snapchat commercial delivers the strongest potential for a category leader to drive brand-building goals. More than 16% of the ad is actively viewed, ensuring the message is absorbed before users scroll, skip, or disengage.

Complementary format
TikTok
in-feed

A well-suited supporting platform to extend engagement and reach is Tiktok in-feed. With 3.1 seconds of active attention and 0.03 seconds of passive attention, it reinforces awareness effectively.

Reconsider format
Pinterest
standard video

With just 1.34 seconds of Active Attention, this format is ineffective for brand awareness, regardless of brand size. Reconsider formats offering less than 2.5 seconds of Active Attention, as they fail to sustain audience engagement before viewer drop-off.

Creative recommendations

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

Branding in the first 1–2 seconds of a video can be highly effective in reinforcing brand recognition and building mental availability. However, this benefit is strongest when the distinctive brand assets (DBAs) used are genuinely distinctive, well-established, and already strongly associated with the brand in the minds of the target audience. If early-frame branding relies on assets that are not yet widely recognised or uniquely owned by the brand, there is a risk that these cues do not register as intended - or are misattributed.

Ad length and format
Ineffective

The ad length is not suited to scroll-based platforms, where audience attention tends to be brief and drop off quickly. You lose roughly 50% of your audience by second 2 and by second 15 none of your audience remains and 80% of your ad remains unseen. Aim to run content 10-15sec in length to ensure message is delivered more efficiently, you maintain stronger retention and reduced wastage, while still achieving the same communication objectives.