Creative testing results

Oz Hair & Beauty

Oz Frenzy

November 14, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Oz Hair & Beauty
Campaign
Oz Frenzy
Primary campaign objective
Short term conversion (or other lower funnel objectives)
Brand size
Challenger (25 - 50% market share)
First branded
moment
1
 seconds
Ad size
9:16
Ad length
10
 seconds
Market
Australia
Age group
18 - 24, 25 - 34, 35 - 44
Gender
Female
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
74.38
Benchmark:
35.84
Your creative
Benchmark
0
100
74.38
Benchmark:
55.18
Your creative
Benchmark
0
100
74.38
Benchmark:
49.67
Your creative
Benchmark
0
100
74.38
Benchmark:
41.06
Your creative
Benchmark
0
100
74.38
Benchmark:
53.77
Your creative
Benchmark
0
100
74.38
Benchmark:
32.26
Your creative
Benchmark
0
100
74.38
Benchmark:
46.54
Your creative
Benchmark
0
100
74.38
Benchmark:
43.82
Your creative
Benchmark
0
100
74.38
Benchmark:
40.6
Your creative
Benchmark
0
100
74.38
Benchmark:
75.59
Your creative
Benchmark
0
100
74.38
Benchmark:
49.14
Your creative
Benchmark
0
100
74.38
Benchmark:
57.38
Your creative
Benchmark
0
100
74.38
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
6.79
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.34
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
2.87
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
38.4
Benchmark:
35.84
Your creative
Benchmark
0
100
38.4
Benchmark:
55.18
Your creative
Benchmark
0
100
38.4
Benchmark:
49.67
Your creative
Benchmark
0
100
38.4
Benchmark:
41.06
Your creative
Benchmark
0
100
38.4
Benchmark:
53.77
Your creative
Benchmark
0
100
38.4
Benchmark:
32.26
Your creative
Benchmark
0
100
38.4
Benchmark:
46.54
Your creative
Benchmark
0
100
38.4
Benchmark:
43.82
Your creative
Benchmark
0
100
38.4
Benchmark:
40.6
Your creative
Benchmark
0
100
38.4
Benchmark:
75.59
Your creative
Benchmark
0
100
38.4
Benchmark:
49.14
Your creative
Benchmark
0
100
38.4
Benchmark:
57.38
Your creative
Benchmark
0
100
38.4
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
1.83
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
8.14
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
34.32
Benchmark:
35.84
Your creative
Benchmark
0
100
34.32
Benchmark:
55.18
Your creative
Benchmark
0
100
34.32
Benchmark:
49.67
Your creative
Benchmark
0
100
34.32
Benchmark:
41.06
Your creative
Benchmark
0
100
34.32
Benchmark:
53.77
Your creative
Benchmark
0
100
34.32
Benchmark:
32.26
Your creative
Benchmark
0
100
34.32
Benchmark:
46.54
Your creative
Benchmark
0
100
34.32
Benchmark:
43.82
Your creative
Benchmark
0
100
34.32
Benchmark:
40.6
Your creative
Benchmark
0
100
34.32
Benchmark:
75.59
Your creative
Benchmark
0
100
34.32
Benchmark:
49.14
Your creative
Benchmark
0
100
34.32
Benchmark:
57.38
Your creative
Benchmark
0
100
34.32
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
1.63
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.04
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
8.34
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
34.29
Benchmark:
35.84
Your creative
Benchmark
0
100
34.29
Benchmark:
55.18
Your creative
Benchmark
0
100
34.29
Benchmark:
49.67
Your creative
Benchmark
0
100
34.29
Benchmark:
41.06
Your creative
Benchmark
0
100
34.29
Benchmark:
53.77
Your creative
Benchmark
0
100
34.29
Benchmark:
32.26
Your creative
Benchmark
0
100
34.29
Benchmark:
46.54
Your creative
Benchmark
0
100
34.29
Benchmark:
43.82
Your creative
Benchmark
0
100
34.29
Benchmark:
40.6
Your creative
Benchmark
0
100
34.29
Benchmark:
75.59
Your creative
Benchmark
0
100
34.29
Benchmark:
49.14
Your creative
Benchmark
0
100
34.29
Benchmark:
57.38
Your creative
Benchmark
0
100
34.29
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
1.55
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
8.42
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
36.83
Benchmark:
35.84
Your creative
Benchmark
0
100
36.83
Benchmark:
55.18
Your creative
Benchmark
0
100
36.83
Benchmark:
49.67
Your creative
Benchmark
0
100
36.83
Benchmark:
41.06
Your creative
Benchmark
0
100
36.83
Benchmark:
53.77
Your creative
Benchmark
0
100
36.83
Benchmark:
32.26
Your creative
Benchmark
0
100
36.83
Benchmark:
46.54
Your creative
Benchmark
0
100
36.83
Benchmark:
43.82
Your creative
Benchmark
0
100
36.83
Benchmark:
40.6
Your creative
Benchmark
0
100
36.83
Benchmark:
75.59
Your creative
Benchmark
0
100
36.83
Benchmark:
49.14
Your creative
Benchmark
0
100
36.83
Benchmark:
57.38
Your creative
Benchmark
0
100
36.83
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
0.56
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.28
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
6.16
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 6.79 seconds of Active Attention, Snapchat commercial is a top-tier choice for challenger brands seeking reinforcement. More than 68% 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
TikTok
in-feed

A reliable secondary platform to amplify engagement is Tiktok in-feed. This option balances 1.83 of Active Attention with 0.03 of Passive Attention, strengthening message recall.

Reconsider format
Pinterest
standard video

Formats delivering only 0.56 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

Lower funnel conversions thrive on instant branding—ensuring engagement before users skip or scroll past. Maintain this for effectiveness.

Ad length and format
Ineffective

These formats struggle to hold attention for 10-second ads, as users tend to scroll past before the message fully registers. For a challenger brand, limited recognition makes this drop-off even more costly—on these platforms, concise 6-second ads are often a smarter choice for capturing attention and driving action more efficiently.