Creative testing results

KitKat

Sooooo smooooooth

August 4, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
KitKat
Campaign
Sooooo smooooooth
Primary campaign objective
Brand building & awareness (or other upper funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
2
 seconds
Ad size
16:9
Ad length
10
 seconds
Market
Global
Age group
Gender
All
Platform:
YouTube
Format:
pre-roll non skippable

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
54.69
Benchmark:
35.84
Your creative
Benchmark
0
100
54.69
Benchmark:
55.18
Your creative
Benchmark
0
100
54.69
Benchmark:
49.67
Your creative
Benchmark
0
100
54.69
Benchmark:
41.06
Your creative
Benchmark
0
100
54.69
Benchmark:
53.77
Your creative
Benchmark
0
100
54.69
Benchmark:
32.26
Your creative
Benchmark
0
100
54.69
Benchmark:
46.54
Your creative
Benchmark
0
100
54.69
Benchmark:
43.82
Your creative
Benchmark
0
100
54.69
Benchmark:
40.6
Your creative
Benchmark
0
100
54.69
Benchmark:
75.59
Your creative
Benchmark
0
100
54.69
Benchmark:
49.14
Your creative
Benchmark
0
100
54.69
Benchmark:
57.38
Your creative
Benchmark
0
100
54.69
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
3.68
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.17
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.15
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
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
51.31
Benchmark:
35.84
Your creative
Benchmark
0
100
51.31
Benchmark:
55.18
Your creative
Benchmark
0
100
51.31
Benchmark:
49.67
Your creative
Benchmark
0
100
51.31
Benchmark:
41.06
Your creative
Benchmark
0
100
51.31
Benchmark:
53.77
Your creative
Benchmark
0
100
51.31
Benchmark:
32.26
Your creative
Benchmark
0
100
51.31
Benchmark:
46.54
Your creative
Benchmark
0
100
51.31
Benchmark:
43.82
Your creative
Benchmark
0
100
51.31
Benchmark:
40.6
Your creative
Benchmark
0
100
51.31
Benchmark:
75.59
Your creative
Benchmark
0
100
51.31
Benchmark:
49.14
Your creative
Benchmark
0
100
51.31
Benchmark:
57.38
Your creative
Benchmark
0
100
51.31
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
2.92
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
4.22
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
49.02
Benchmark:
35.84
Your creative
Benchmark
0
100
49.02
Benchmark:
55.18
Your creative
Benchmark
0
100
49.02
Benchmark:
49.67
Your creative
Benchmark
0
100
49.02
Benchmark:
41.06
Your creative
Benchmark
0
100
49.02
Benchmark:
53.77
Your creative
Benchmark
0
100
49.02
Benchmark:
32.26
Your creative
Benchmark
0
100
49.02
Benchmark:
46.54
Your creative
Benchmark
0
100
49.02
Benchmark:
43.82
Your creative
Benchmark
0
100
49.02
Benchmark:
40.6
Your creative
Benchmark
0
100
49.02
Benchmark:
75.59
Your creative
Benchmark
0
100
49.02
Benchmark:
49.14
Your creative
Benchmark
0
100
49.02
Benchmark:
57.38
Your creative
Benchmark
0
100
49.02
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
1.18
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
5.44
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.38
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
34.98
Benchmark:
35.84
Your creative
Benchmark
0
100
34.98
Benchmark:
55.18
Your creative
Benchmark
0
100
34.98
Benchmark:
49.67
Your creative
Benchmark
0
100
34.98
Benchmark:
41.06
Your creative
Benchmark
0
100
34.98
Benchmark:
53.77
Your creative
Benchmark
0
100
34.98
Benchmark:
32.26
Your creative
Benchmark
0
100
34.98
Benchmark:
46.54
Your creative
Benchmark
0
100
34.98
Benchmark:
43.82
Your creative
Benchmark
0
100
34.98
Benchmark:
40.6
Your creative
Benchmark
0
100
34.98
Benchmark:
75.59
Your creative
Benchmark
0
100
34.98
Benchmark:
49.14
Your creative
Benchmark
0
100
34.98
Benchmark:
57.38
Your creative
Benchmark
0
100
34.98
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
0.55
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.43
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
6.01
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 non skippable

With 3.68 seconds of Active Attention, Youtube pre-roll non-skippable delivers the strongest potential for a category leader to drive brand-building goals. More than 37% of the ad is actively viewed, ensuring the message is absorbed before users scroll, skip, or disengage.

Complementary format
Facebook
in-stream

A well-suited supporting platform to extend engagement and reach is Facebook in-stream. With 2.92 seconds of active attention and 2.87 seconds of passive attention, it reinforces awareness effectively.

Reconsider format
General Web
outstream video

With just 0.55 seconds of Active Attention, this format is ineffective for brand awareness, regardless of brand size. Reconsider formats offering less than 2.5 seconds of Active Attention, as they fail to sustain audience engagement before viewer drop-off.

Creative recommendations

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

As a category leader in an awareness campaign, branding within 2 sec reinforces recognition and builds mental availability. No changes needed.

Ad length and format
Needs Work

10 seconds is borderline for upper funnel as often more time is needed for storytelling and conveying new information. Consider slightly longer ad lengths or at minimum ensure concise messaging with strong early branding.