Creative testing results

Doritos

Asbestos free

July 31, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Doritos
Campaign
Asbestos free
Primary campaign objective
Brand building & awareness (or other upper funnel objectives)
Brand size
Challenger (25 - 50% market share)
First branded
moment
6
 seconds
Ad size
4:5
Ad length
6
 seconds
Market
Global
Age group
18 - 24
Gender
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
62.15
Benchmark:
35.84
Your creative
Benchmark
0
100
62.15
Benchmark:
55.18
Your creative
Benchmark
0
100
62.15
Benchmark:
49.67
Your creative
Benchmark
0
100
62.15
Benchmark:
41.06
Your creative
Benchmark
0
100
62.15
Benchmark:
53.77
Your creative
Benchmark
0
100
62.15
Benchmark:
32.26
Your creative
Benchmark
0
100
62.15
Benchmark:
46.54
Your creative
Benchmark
0
100
62.15
Benchmark:
43.82
Your creative
Benchmark
0
100
62.15
Benchmark:
40.6
Your creative
Benchmark
0
100
62.15
Benchmark:
75.59
Your creative
Benchmark
0
100
62.15
Benchmark:
49.14
Your creative
Benchmark
0
100
62.15
Benchmark:
57.38
Your creative
Benchmark
0
100
62.15
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
2.67
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
2.11
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
1.22
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
Facebook
Format:
feed

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
44.92
Benchmark:
35.84
Your creative
Benchmark
0
100
44.92
Benchmark:
55.18
Your creative
Benchmark
0
100
44.92
Benchmark:
49.67
Your creative
Benchmark
0
100
44.92
Benchmark:
41.06
Your creative
Benchmark
0
100
44.92
Benchmark:
53.77
Your creative
Benchmark
0
100
44.92
Benchmark:
32.26
Your creative
Benchmark
0
100
44.92
Benchmark:
46.54
Your creative
Benchmark
0
100
44.92
Benchmark:
43.82
Your creative
Benchmark
0
100
44.92
Benchmark:
40.6
Your creative
Benchmark
0
100
44.92
Benchmark:
75.59
Your creative
Benchmark
0
100
44.92
Benchmark:
49.14
Your creative
Benchmark
0
100
44.92
Benchmark:
57.38
Your creative
Benchmark
0
100
44.92
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
1.94
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.44
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.63
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
40.35
Benchmark:
35.84
Your creative
Benchmark
0
100
40.35
Benchmark:
55.18
Your creative
Benchmark
0
100
40.35
Benchmark:
49.67
Your creative
Benchmark
0
100
40.35
Benchmark:
41.06
Your creative
Benchmark
0
100
40.35
Benchmark:
53.77
Your creative
Benchmark
0
100
40.35
Benchmark:
32.26
Your creative
Benchmark
0
100
40.35
Benchmark:
46.54
Your creative
Benchmark
0
100
40.35
Benchmark:
43.82
Your creative
Benchmark
0
100
40.35
Benchmark:
40.6
Your creative
Benchmark
0
100
40.35
Benchmark:
75.59
Your creative
Benchmark
0
100
40.35
Benchmark:
49.14
Your creative
Benchmark
0
100
40.35
Benchmark:
57.38
Your creative
Benchmark
0
100
40.35
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
1.57
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.35
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
4.08
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
43.69
Benchmark:
35.84
Your creative
Benchmark
0
100
43.69
Benchmark:
55.18
Your creative
Benchmark
0
100
43.69
Benchmark:
49.67
Your creative
Benchmark
0
100
43.69
Benchmark:
41.06
Your creative
Benchmark
0
100
43.69
Benchmark:
53.77
Your creative
Benchmark
0
100
43.69
Benchmark:
32.26
Your creative
Benchmark
0
100
43.69
Benchmark:
46.54
Your creative
Benchmark
0
100
43.69
Benchmark:
43.82
Your creative
Benchmark
0
100
43.69
Benchmark:
40.6
Your creative
Benchmark
0
100
43.69
Benchmark:
75.59
Your creative
Benchmark
0
100
43.69
Benchmark:
49.14
Your creative
Benchmark
0
100
43.69
Benchmark:
57.38
Your creative
Benchmark
0
100
43.69
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
0.48
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.27
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
2.25
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 2.67 seconds of Active Attention, Facebook in-stream provides a prime opportunity for a challenger brand to establish brand presence. Over 45% of the ad is actively consumed, maximizing impact before audience disengagement.

Complementary format
Facebook
feed

A strategic addition to boost engagement and exposure is Facebook feed. With 1.94 of Active Attention and 0.44 of Passive Attention, it serves as an effective awareness driver.

Reconsider format
Pinterest
standard video

With only 0.48 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
Ineffective

Challenger brands cannot afford late branding. By this time, only 51.4% of viewers remain engaged, meaning many users have already disengaged—move branding earlier to compete effectively.

Ad length and format
Needs Work

For a challenger brand, a 10-second ad can be limiting in the upper funnel, as more time is often needed for storytelling and introducing new messaging. Maximize impact with concise messaging and ensure strong branding appears early in the ad to drive recognition.