Creative testing results
The National Lottery
Scratch Cards - YT
March 12, 2026
Ad & campaign details
The ad, platform, formats and demographics your creative was tested against
Brand
The National Lottery
Campaign
Scratch Cards - YT
Primary campaign objective
Reinforcement or consideration (or other mid funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
17
seconds
Ad size
16:9
Ad length
20
seconds
Market
Global
Age group
18 - 24, 25 - 34, 35 - 44, 45 - 54
Gender
Both
All
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
52.5
Benchmark:
35.84
Your creative
Benchmark
0
100
52.5
Benchmark:
55.18
Your creative
Benchmark
0
100
52.5
Benchmark:
49.67
Your creative
Benchmark
0
100
52.5
Benchmark:
41.06
Your creative
Benchmark
0
100
52.5
Benchmark:
53.77
Your creative
Benchmark
0
100
52.5
Benchmark:
32.26
Your creative
Benchmark
0
100
52.5
Benchmark:
46.54
Your creative
Benchmark
0
100
52.5
Benchmark:
43.82
Your creative
Benchmark
0
100
52.5
Benchmark:
40.6
Your creative
Benchmark
0
100
52.5
Benchmark:
75.59
Your creative
Benchmark
0
100
52.5
Benchmark:
49.14
Your creative
Benchmark
0
100
52.5
Benchmark:
57.38
Your creative
Benchmark
0
100
52.5
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
3.52
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
2.87
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
13.6
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
52.06
Benchmark:
35.84
Your creative
Benchmark
0
100
52.06
Benchmark:
55.18
Your creative
Benchmark
0
100
52.06
Benchmark:
49.67
Your creative
Benchmark
0
100
52.06
Benchmark:
41.06
Your creative
Benchmark
0
100
52.06
Benchmark:
53.77
Your creative
Benchmark
0
100
52.06
Benchmark:
32.26
Your creative
Benchmark
0
100
52.06
Benchmark:
46.54
Your creative
Benchmark
0
100
52.06
Benchmark:
43.82
Your creative
Benchmark
0
100
52.06
Benchmark:
40.6
Your creative
Benchmark
0
100
52.06
Benchmark:
75.59
Your creative
Benchmark
0
100
52.06
Benchmark:
49.14
Your creative
Benchmark
0
100
52.06
Benchmark:
57.38
Your creative
Benchmark
0
100
52.06
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
2.38
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
9.77
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
7.84
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
37.01
Benchmark:
35.84
Your creative
Benchmark
0
100
37.01
Benchmark:
55.18
Your creative
Benchmark
0
100
37.01
Benchmark:
49.67
Your creative
Benchmark
0
100
37.01
Benchmark:
41.06
Your creative
Benchmark
0
100
37.01
Benchmark:
53.77
Your creative
Benchmark
0
100
37.01
Benchmark:
32.26
Your creative
Benchmark
0
100
37.01
Benchmark:
46.54
Your creative
Benchmark
0
100
37.01
Benchmark:
43.82
Your creative
Benchmark
0
100
37.01
Benchmark:
40.6
Your creative
Benchmark
0
100
37.01
Benchmark:
75.59
Your creative
Benchmark
0
100
37.01
Benchmark:
49.14
Your creative
Benchmark
0
100
37.01
Benchmark:
57.38
Your creative
Benchmark
0
100
37.01
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
0.75
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
5.01
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
14.24
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
YouTube
pre-roll skippable
This format is ideal for mid-funnel reinforcement campaigns. With a balanced mix of Active Attention (3.52 seconds) and Passive Attention (2.87 seconds), it ensures your audience engages early and maintains focus throughout the ad. Prioritize placing the most critical branding and messaging in the first 5 seconds to maximize recall.
Complementary format
General Web
pre-roll
Use this format to expand reach and complement YouTube pre-roll performance. With 2.38 seconds of Active Attention and 9.77 seconds of Passive Attention, it effectively builds brand familiarity across a broader audience. Ensure creative is visually clear and maintains consistent branding to maximize passive engagement.
Reconsider format
General Web
outstream video
This format underperforms for mid-funnel engagement, with only 0.75 seconds of Active Attention. For a reinforcement-focused campaign, it does not capture meaningful attention and should be deprioritized. Consider reallocating budget to formats with stronger active engagement.
Creative recommendations
If you can't influence the media, but can influence the creative.
Branding
Needs Work
Immediate and prominent brand exposure drives recall in reinforcement campaigns. Place branding within the first 1–2 seconds and reinforce key visual and audio assets throughout to maximize audience recognition and engagement.
Ad length and format
Strong
The 20-second length strikes a balance between storytelling and clear call-to-action messaging. Maintain branding in the first half and use the latter half for narrative or product highlights. This structure ensures both recall and message clarity while leveraging the strengths of pre-roll formats.