Creative testing results

Spur

Shisanyama selection

August 28, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Spur
Campaign
Shisanyama selection
Primary campaign objective
Short term conversion (or other lower funnel objectives)
Brand size
Challenger (25 - 50% market share)
First branded
moment
6
 seconds
Ad size
4:5
Ad length
11
 seconds
Market
Global
Age group
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
49.97
Benchmark:
35.84
Your creative
Benchmark
0
100
49.97
Benchmark:
55.18
Your creative
Benchmark
0
100
49.97
Benchmark:
49.67
Your creative
Benchmark
0
100
49.97
Benchmark:
41.06
Your creative
Benchmark
0
100
49.97
Benchmark:
53.77
Your creative
Benchmark
0
100
49.97
Benchmark:
32.26
Your creative
Benchmark
0
100
49.97
Benchmark:
46.54
Your creative
Benchmark
0
100
49.97
Benchmark:
43.82
Your creative
Benchmark
0
100
49.97
Benchmark:
40.6
Your creative
Benchmark
0
100
49.97
Benchmark:
75.59
Your creative
Benchmark
0
100
49.97
Benchmark:
49.14
Your creative
Benchmark
0
100
49.97
Benchmark:
57.38
Your creative
Benchmark
0
100
49.97
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
2.99
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.29
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
7.72
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
44.47
Benchmark:
35.84
Your creative
Benchmark
0
100
44.47
Benchmark:
55.18
Your creative
Benchmark
0
100
44.47
Benchmark:
49.67
Your creative
Benchmark
0
100
44.47
Benchmark:
41.06
Your creative
Benchmark
0
100
44.47
Benchmark:
53.77
Your creative
Benchmark
0
100
44.47
Benchmark:
32.26
Your creative
Benchmark
0
100
44.47
Benchmark:
46.54
Your creative
Benchmark
0
100
44.47
Benchmark:
43.82
Your creative
Benchmark
0
100
44.47
Benchmark:
40.6
Your creative
Benchmark
0
100
44.47
Benchmark:
75.59
Your creative
Benchmark
0
100
44.47
Benchmark:
49.14
Your creative
Benchmark
0
100
44.47
Benchmark:
57.38
Your creative
Benchmark
0
100
44.47
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
2.4
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.23
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
8.36
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
39.08
Benchmark:
35.84
Your creative
Benchmark
0
100
39.08
Benchmark:
55.18
Your creative
Benchmark
0
100
39.08
Benchmark:
49.67
Your creative
Benchmark
0
100
39.08
Benchmark:
41.06
Your creative
Benchmark
0
100
39.08
Benchmark:
53.77
Your creative
Benchmark
0
100
39.08
Benchmark:
32.26
Your creative
Benchmark
0
100
39.08
Benchmark:
46.54
Your creative
Benchmark
0
100
39.08
Benchmark:
43.82
Your creative
Benchmark
0
100
39.08
Benchmark:
40.6
Your creative
Benchmark
0
100
39.08
Benchmark:
75.59
Your creative
Benchmark
0
100
39.08
Benchmark:
49.14
Your creative
Benchmark
0
100
39.08
Benchmark:
57.38
Your creative
Benchmark
0
100
39.08
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
3.66
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
6.77
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 2.99 seconds of Active Attention, Facebook feed is a top-tier choice for challenger brands seeking reinforcement. More than 27% 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
Instagram
feed

A reliable secondary platform to amplify engagement is Instagram feed. This option balances 2.4 of Active Attention with 0.23 of Passive Attention, strengthening message recall.

Reconsider format
Pinterest
standard video

Formats delivering only 0.57 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
Ineffective

In conversion campaigns, delayed branding significantly impacts performance. At this point, only 32.3% of viewers remain engaged—adjust branding placement to capture attention earlier.

Ad length and format
Needs Work

These formats are not well-suited for 15-20 second ads, as users tend to disengage quickly on scrollable channels. Shorten the ad to improve performance and align with formats optimized for shorter, more efficient high-impact content.