Creative testing results
The National Lottery
Scratch Cards - Feed
March 12, 2026
Ad & campaign details
The ad, platform, formats and demographics your creative was tested against
Brand
The National Lottery
Campaign
Scratch Cards - Feed
Primary campaign objective
Reinforcement or consideration (or other mid funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
12
seconds
Ad size
4:5
Ad length
15
seconds
Market
Global
Age group
18 - 24, 25 - 34, 35 - 44, 45 - 54
Gender
Both
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
36.65
Benchmark:
35.84
Your creative
Benchmark
0
100
36.65
Benchmark:
55.18
Your creative
Benchmark
0
100
36.65
Benchmark:
49.67
Your creative
Benchmark
0
100
36.65
Benchmark:
41.06
Your creative
Benchmark
0
100
36.65
Benchmark:
53.77
Your creative
Benchmark
0
100
36.65
Benchmark:
32.26
Your creative
Benchmark
0
100
36.65
Benchmark:
46.54
Your creative
Benchmark
0
100
36.65
Benchmark:
43.82
Your creative
Benchmark
0
100
36.65
Benchmark:
40.6
Your creative
Benchmark
0
100
36.65
Benchmark:
75.59
Your creative
Benchmark
0
100
36.65
Benchmark:
49.14
Your creative
Benchmark
0
100
36.65
Benchmark:
57.38
Your creative
Benchmark
0
100
36.65
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.
Active attention
1.74
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.71
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
12.55
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
33.91
Benchmark:
35.84
Your creative
Benchmark
0
100
33.91
Benchmark:
55.18
Your creative
Benchmark
0
100
33.91
Benchmark:
49.67
Your creative
Benchmark
0
100
33.91
Benchmark:
41.06
Your creative
Benchmark
0
100
33.91
Benchmark:
53.77
Your creative
Benchmark
0
100
33.91
Benchmark:
32.26
Your creative
Benchmark
0
100
33.91
Benchmark:
46.54
Your creative
Benchmark
0
100
33.91
Benchmark:
43.82
Your creative
Benchmark
0
100
33.91
Benchmark:
40.6
Your creative
Benchmark
0
100
33.91
Benchmark:
75.59
Your creative
Benchmark
0
100
33.91
Benchmark:
49.14
Your creative
Benchmark
0
100
33.91
Benchmark:
57.38
Your creative
Benchmark
0
100
33.91
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.
Active attention
1.45
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
13.05
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
39.59
Benchmark:
35.84
Your creative
Benchmark
0
100
39.59
Benchmark:
55.18
Your creative
Benchmark
0
100
39.59
Benchmark:
49.67
Your creative
Benchmark
0
100
39.59
Benchmark:
41.06
Your creative
Benchmark
0
100
39.59
Benchmark:
53.77
Your creative
Benchmark
0
100
39.59
Benchmark:
32.26
Your creative
Benchmark
0
100
39.59
Benchmark:
46.54
Your creative
Benchmark
0
100
39.59
Benchmark:
43.82
Your creative
Benchmark
0
100
39.59
Benchmark:
40.6
Your creative
Benchmark
0
100
39.59
Benchmark:
75.59
Your creative
Benchmark
0
100
39.59
Benchmark:
49.14
Your creative
Benchmark
0
100
39.59
Benchmark:
57.38
Your creative
Benchmark
0
100
39.59
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.
Active attention
0.47
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
5.05
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
9.49
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 1.74 seconds of Active Attention and 0.71 seconds of Passive Attention, Facebook Feed demonstrates the strongest engagement for your Scratch Cards campaign. Ideal for reinforcement campaigns targeting a broad age range (18–54) and both genders. Ensure key branding appears as soon as possible and maintain a concise, visually engaging format to hold early attention.
Complementary format
Instagram
feed
Instagram Feed is a strong secondary channel, with 1.45 seconds of Active Attention and 0.5 seconds of Passive Attention. Use this format to extend reach and reinforce messaging, especially for 18–34 audiences. Prioritize vertical framing (4:5) and fast-moving visuals to minimize attention decay. Be mindful that branding appears at 12 seconds, so consider reinforcing brand elements earlier in the sequence if possible.
Reconsider format
Pinterest
standard video
With only 0.47 seconds of Active Attention and high non-attention (9.49 seconds), this format underperforms for mid-funnel engagement. Not recommended for this campaign’s objectives. Consider alternatives like TikTok or YouTube Shorts for higher attention retention.
Creative recommendations
If you can't influence the media, but can influence the creative.
Branding
Ineffective
Immediate and prominent branding is critical in a reinforcement-focused campaign. Ensure your logo, key messaging, and product visuals appear within the first second to maximize recall. Repetition of recognizable assets across platforms reinforces familiarity and drives higher overall engagement.
Ad length and format
Ineffective
Current ad length (15 seconds) may not sustain attention on fast-decay platforms. Shorten to 10–12 seconds, focusing on key product features and call-to-action. Use vertical (4:5) or square formats for mobile feeds to improve visibility and retention. Consider moving key branding elements earlier in the sequence to align with audience attention patterns.