Creative testing results

Kiwi bank

The ki to unlocking your next home

July 30, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Kiwi bank
Campaign
The ki to unlocking your next home
Primary campaign objective
Short term conversion (or other lower funnel objectives)
Brand size
Challenger (25 - 50% market share)
First branded
moment
5
 seconds
Ad size
16:9
Ad length
30
 seconds
Market
Global
Age group
25 - 34, 35 - 44, 45 - 54
Gender
Both
All
Platform:
Facebook
Format:
in-stream

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
50.65
Benchmark:
35.84
Your creative
Benchmark
0
100
50.65
Benchmark:
55.18
Your creative
Benchmark
0
100
50.65
Benchmark:
49.67
Your creative
Benchmark
0
100
50.65
Benchmark:
41.06
Your creative
Benchmark
0
100
50.65
Benchmark:
53.77
Your creative
Benchmark
0
100
50.65
Benchmark:
32.26
Your creative
Benchmark
0
100
50.65
Benchmark:
46.54
Your creative
Benchmark
0
100
50.65
Benchmark:
43.82
Your creative
Benchmark
0
100
50.65
Benchmark:
40.6
Your creative
Benchmark
0
100
50.65
Benchmark:
75.59
Your creative
Benchmark
0
100
50.65
Benchmark:
49.14
Your creative
Benchmark
0
100
50.65
Benchmark:
57.38
Your creative
Benchmark
0
100
50.65
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.
Attention decay
Close
Click to expand
Active attention
6.97
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
5.23
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
17.8
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
48.49
Benchmark:
35.84
Your creative
Benchmark
0
100
48.49
Benchmark:
55.18
Your creative
Benchmark
0
100
48.49
Benchmark:
49.67
Your creative
Benchmark
0
100
48.49
Benchmark:
41.06
Your creative
Benchmark
0
100
48.49
Benchmark:
53.77
Your creative
Benchmark
0
100
48.49
Benchmark:
32.26
Your creative
Benchmark
0
100
48.49
Benchmark:
46.54
Your creative
Benchmark
0
100
48.49
Benchmark:
43.82
Your creative
Benchmark
0
100
48.49
Benchmark:
40.6
Your creative
Benchmark
0
100
48.49
Benchmark:
75.59
Your creative
Benchmark
0
100
48.49
Benchmark:
49.14
Your creative
Benchmark
0
100
48.49
Benchmark:
57.38
Your creative
Benchmark
0
100
48.49
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
3.28
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
2.73
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
24
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
48.21
Benchmark:
35.84
Your creative
Benchmark
0
100
48.21
Benchmark:
55.18
Your creative
Benchmark
0
100
48.21
Benchmark:
49.67
Your creative
Benchmark
0
100
48.21
Benchmark:
41.06
Your creative
Benchmark
0
100
48.21
Benchmark:
53.77
Your creative
Benchmark
0
100
48.21
Benchmark:
32.26
Your creative
Benchmark
0
100
48.21
Benchmark:
46.54
Your creative
Benchmark
0
100
48.21
Benchmark:
43.82
Your creative
Benchmark
0
100
48.21
Benchmark:
40.6
Your creative
Benchmark
0
100
48.21
Benchmark:
75.59
Your creative
Benchmark
0
100
48.21
Benchmark:
49.14
Your creative
Benchmark
0
100
48.21
Benchmark:
57.38
Your creative
Benchmark
0
100
48.21
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
2.45
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
10.52
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
17.03
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
33.48
Benchmark:
35.84
Your creative
Benchmark
0
100
33.48
Benchmark:
55.18
Your creative
Benchmark
0
100
33.48
Benchmark:
49.67
Your creative
Benchmark
0
100
33.48
Benchmark:
41.06
Your creative
Benchmark
0
100
33.48
Benchmark:
53.77
Your creative
Benchmark
0
100
33.48
Benchmark:
32.26
Your creative
Benchmark
0
100
33.48
Benchmark:
46.54
Your creative
Benchmark
0
100
33.48
Benchmark:
43.82
Your creative
Benchmark
0
100
33.48
Benchmark:
40.6
Your creative
Benchmark
0
100
33.48
Benchmark:
75.59
Your creative
Benchmark
0
100
33.48
Benchmark:
49.14
Your creative
Benchmark
0
100
33.48
Benchmark:
57.38
Your creative
Benchmark
0
100
33.48
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
0.58
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
4.16
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
25.26
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
in-stream

With 6.96 seconds of Active Attention, Facebook in-stream is a top-tier choice for challenger brands seeking reinforcement. More than 23% 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
YouTube
pre-roll skippable

A reliable secondary platform to amplify engagement is pre-roll. This option balances 3.28 of Active Attention with of Passive Attention, strengthening message recall.

Reconsider format
General Web
outstream video

Formats delivering only 0.58 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 31.7% of viewers remain engaged—adjust branding placement to capture attention earlier.

Ad length and format
Ineffective

Long-form video is poorly suited for lower-funnel objectives, where concise, direct messaging is far more effective. For a challenger brand, efficiency is key—shorten the ad to 10 or 6 seconds to drive stronger conversion impact and minimize wasted impressions.