Creative testing results

Wells Fargo

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July 30, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Wells Fargo
Campaign
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Primary campaign objective
Brand building & awareness (or other upper funnel objectives)
Brand size
New brand/ smaller brand (less than 25% market share)
First branded
moment
2
 seconds
Ad size
9:16
Ad length
6
 seconds
Market
United States
Age group
Gender
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
80.41
Benchmark:
35.84
Your creative
Benchmark
0
100
80.41
Benchmark:
55.18
Your creative
Benchmark
0
100
80.41
Benchmark:
49.67
Your creative
Benchmark
0
100
80.41
Benchmark:
41.06
Your creative
Benchmark
0
100
80.41
Benchmark:
53.77
Your creative
Benchmark
0
100
80.41
Benchmark:
32.26
Your creative
Benchmark
0
100
80.41
Benchmark:
46.54
Your creative
Benchmark
0
100
80.41
Benchmark:
43.82
Your creative
Benchmark
0
100
80.41
Benchmark:
40.6
Your creative
Benchmark
0
100
80.41
Benchmark:
75.59
Your creative
Benchmark
0
100
80.41
Benchmark:
49.14
Your creative
Benchmark
0
100
80.41
Benchmark:
57.38
Your creative
Benchmark
0
100
80.41
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
4.7
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
1.01
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
48.2
Benchmark:
35.84
Your creative
Benchmark
0
100
48.2
Benchmark:
55.18
Your creative
Benchmark
0
100
48.2
Benchmark:
49.67
Your creative
Benchmark
0
100
48.2
Benchmark:
41.06
Your creative
Benchmark
0
100
48.2
Benchmark:
53.77
Your creative
Benchmark
0
100
48.2
Benchmark:
32.26
Your creative
Benchmark
0
100
48.2
Benchmark:
46.54
Your creative
Benchmark
0
100
48.2
Benchmark:
43.82
Your creative
Benchmark
0
100
48.2
Benchmark:
40.6
Your creative
Benchmark
0
100
48.2
Benchmark:
75.59
Your creative
Benchmark
0
100
48.2
Benchmark:
49.14
Your creative
Benchmark
0
100
48.2
Benchmark:
57.38
Your creative
Benchmark
0
100
48.2
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
2.01
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.09
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.91
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
44.31
Benchmark:
35.84
Your creative
Benchmark
0
100
44.31
Benchmark:
55.18
Your creative
Benchmark
0
100
44.31
Benchmark:
49.67
Your creative
Benchmark
0
100
44.31
Benchmark:
41.06
Your creative
Benchmark
0
100
44.31
Benchmark:
53.77
Your creative
Benchmark
0
100
44.31
Benchmark:
32.26
Your creative
Benchmark
0
100
44.31
Benchmark:
46.54
Your creative
Benchmark
0
100
44.31
Benchmark:
43.82
Your creative
Benchmark
0
100
44.31
Benchmark:
40.6
Your creative
Benchmark
0
100
44.31
Benchmark:
75.59
Your creative
Benchmark
0
100
44.31
Benchmark:
49.14
Your creative
Benchmark
0
100
44.31
Benchmark:
57.38
Your creative
Benchmark
0
100
44.31
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
1.82
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.05
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
4.13
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
44.34
Benchmark:
35.84
Your creative
Benchmark
0
100
44.34
Benchmark:
55.18
Your creative
Benchmark
0
100
44.34
Benchmark:
49.67
Your creative
Benchmark
0
100
44.34
Benchmark:
41.06
Your creative
Benchmark
0
100
44.34
Benchmark:
53.77
Your creative
Benchmark
0
100
44.34
Benchmark:
32.26
Your creative
Benchmark
0
100
44.34
Benchmark:
46.54
Your creative
Benchmark
0
100
44.34
Benchmark:
43.82
Your creative
Benchmark
0
100
44.34
Benchmark:
40.6
Your creative
Benchmark
0
100
44.34
Benchmark:
75.59
Your creative
Benchmark
0
100
44.34
Benchmark:
49.14
Your creative
Benchmark
0
100
44.34
Benchmark:
57.38
Your creative
Benchmark
0
100
44.34
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
1.77
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.05
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
4.17
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
41.34
Benchmark:
35.84
Your creative
Benchmark
0
100
41.34
Benchmark:
55.18
Your creative
Benchmark
0
100
41.34
Benchmark:
49.67
Your creative
Benchmark
0
100
41.34
Benchmark:
41.06
Your creative
Benchmark
0
100
41.34
Benchmark:
53.77
Your creative
Benchmark
0
100
41.34
Benchmark:
32.26
Your creative
Benchmark
0
100
41.34
Benchmark:
46.54
Your creative
Benchmark
0
100
41.34
Benchmark:
43.82
Your creative
Benchmark
0
100
41.34
Benchmark:
40.6
Your creative
Benchmark
0
100
41.34
Benchmark:
75.59
Your creative
Benchmark
0
100
41.34
Benchmark:
49.14
Your creative
Benchmark
0
100
41.34
Benchmark:
57.38
Your creative
Benchmark
0
100
41.34
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
0.22
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.42
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
2.36
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 4.7 seconds of Active Attention, Snapchat commercial is the most effective option for a small brand to achieve awareness objectives. More than 78% of the ad is actively consumed, ensuring strong message delivery before users disengage.

Complementary format
TikTok
in-feed

A complementary choice for boosting engagement is in-feed. With 2.01 seconds of Active Attention and 0.09 seconds of Passive Attention, it enhances visibility and reach.

Reconsider format
Pinterest
standard video

Formats with less than 0.22 seconds of Active Attention are not viable for awareness-building, regardless of brand scale. Insufficient exposure before drop-off weakens effectiveness.

Creative recommendations

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

For a small brand, early branding is critical to maximize exposure and recall in an awareness-building campaign. This approach builds presence efficiently.

Ad length and format
Ineffective

These formats struggle to maintain engagement for 10-second ads, as users tend to scroll past quickly. For a small brand working to build awareness, sustained visibility is essential—prioritize high-retention formats that maximize exposure and reinforce brand recognition.