Creative testing results

Classic Recipe

beyond words

August 7, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Classic Recipe
Campaign
beyond words
Primary campaign objective
Brand building & awareness (or other upper funnel objectives)
Brand size
Challenger (25 - 50% market share)
First branded
moment
2
 seconds
Ad size
16:9
Ad length
15
 seconds
Market
United States
Age group
35 - 44
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
52
Benchmark:
35.84
Your creative
Benchmark
0
100
52
Benchmark:
55.18
Your creative
Benchmark
0
100
52
Benchmark:
49.67
Your creative
Benchmark
0
100
52
Benchmark:
41.06
Your creative
Benchmark
0
100
52
Benchmark:
53.77
Your creative
Benchmark
0
100
52
Benchmark:
32.26
Your creative
Benchmark
0
100
52
Benchmark:
46.54
Your creative
Benchmark
0
100
52
Benchmark:
43.82
Your creative
Benchmark
0
100
52
Benchmark:
40.6
Your creative
Benchmark
0
100
52
Benchmark:
75.59
Your creative
Benchmark
0
100
52
Benchmark:
49.14
Your creative
Benchmark
0
100
52
Benchmark:
57.38
Your creative
Benchmark
0
100
52
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
4.14
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
5.84
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
5.02
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
YouTube
Format:
pre-roll skippable

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
53.36
Benchmark:
35.84
Your creative
Benchmark
0
100
53.36
Benchmark:
55.18
Your creative
Benchmark
0
100
53.36
Benchmark:
49.67
Your creative
Benchmark
0
100
53.36
Benchmark:
41.06
Your creative
Benchmark
0
100
53.36
Benchmark:
53.77
Your creative
Benchmark
0
100
53.36
Benchmark:
32.26
Your creative
Benchmark
0
100
53.36
Benchmark:
46.54
Your creative
Benchmark
0
100
53.36
Benchmark:
43.82
Your creative
Benchmark
0
100
53.36
Benchmark:
40.6
Your creative
Benchmark
0
100
53.36
Benchmark:
75.59
Your creative
Benchmark
0
100
53.36
Benchmark:
49.14
Your creative
Benchmark
0
100
53.36
Benchmark:
57.38
Your creative
Benchmark
0
100
53.36
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
2.96
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
4.63
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
7.41
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
48.78
Benchmark:
35.84
Your creative
Benchmark
0
100
48.78
Benchmark:
55.18
Your creative
Benchmark
0
100
48.78
Benchmark:
49.67
Your creative
Benchmark
0
100
48.78
Benchmark:
41.06
Your creative
Benchmark
0
100
48.78
Benchmark:
53.77
Your creative
Benchmark
0
100
48.78
Benchmark:
32.26
Your creative
Benchmark
0
100
48.78
Benchmark:
46.54
Your creative
Benchmark
0
100
48.78
Benchmark:
43.82
Your creative
Benchmark
0
100
48.78
Benchmark:
40.6
Your creative
Benchmark
0
100
48.78
Benchmark:
75.59
Your creative
Benchmark
0
100
48.78
Benchmark:
49.14
Your creative
Benchmark
0
100
48.78
Benchmark:
57.38
Your creative
Benchmark
0
100
48.78
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
0.71
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
8.43
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
5.86
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
33.51
Benchmark:
35.84
Your creative
Benchmark
0
100
33.51
Benchmark:
55.18
Your creative
Benchmark
0
100
33.51
Benchmark:
49.67
Your creative
Benchmark
0
100
33.51
Benchmark:
41.06
Your creative
Benchmark
0
100
33.51
Benchmark:
53.77
Your creative
Benchmark
0
100
33.51
Benchmark:
32.26
Your creative
Benchmark
0
100
33.51
Benchmark:
46.54
Your creative
Benchmark
0
100
33.51
Benchmark:
43.82
Your creative
Benchmark
0
100
33.51
Benchmark:
40.6
Your creative
Benchmark
0
100
33.51
Benchmark:
75.59
Your creative
Benchmark
0
100
33.51
Benchmark:
49.14
Your creative
Benchmark
0
100
33.51
Benchmark:
57.38
Your creative
Benchmark
0
100
33.51
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
0.43
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.87
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
10.71
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 4.14 seconds of Active Attention, Youtube pre-roll non-skippable provides a prime opportunity for a challenger brand to establish brand presence. Over 28% of the ad is actively consumed, maximizing impact before audience disengagement.

Complementary format
Facebook
in-stream

A strategic addition to boost engagement and exposure is Facebook in-stream. With 3.45 of Active Attention and 6.17 of Passive Attention, it serves as an effective awareness driver.

Reconsider format
General Web
outstream video

With only 0.43 seconds of Active Attention, this format is ill-suited for brand-building, regardless of scale. Formats with sub-2.5-second Active Attention fail to provide necessary exposure before users disengage.

Creative recommendations

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

For a challenger brand, early branding is a major advantage in a brand-building campaign. It ensures visibility among competitors and strengthens awareness.

Ad length and format
Strong

These formats strike a balance between storytelling and efficiency, making them effective for upper-funnel awareness campaigns. For a challenger brand, reinforcing branding midway is essential to strengthen recall and differentiate from competitors.