Creative testing results

Pepsi

Sips

July 28, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Pepsi
Campaign
Sips
Primary campaign objective
Reinforcement or consideration (or other mid funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
1
 seconds
Ad size
4:5
Ad length
3
 seconds
Market
United States
Age group
18 - 24, 25 - 34
Gender
Both
All
Platform:
Instagram
Format:
feed

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
56
Benchmark:
35.84
Your creative
Benchmark
0
100
56
Benchmark:
55.18
Your creative
Benchmark
0
100
56
Benchmark:
49.67
Your creative
Benchmark
0
100
56
Benchmark:
41.06
Your creative
Benchmark
0
100
56
Benchmark:
53.77
Your creative
Benchmark
0
100
56
Benchmark:
32.26
Your creative
Benchmark
0
100
56
Benchmark:
46.54
Your creative
Benchmark
0
100
56
Benchmark:
43.82
Your creative
Benchmark
0
100
56
Benchmark:
40.6
Your creative
Benchmark
0
100
56
Benchmark:
75.59
Your creative
Benchmark
0
100
56
Benchmark:
49.14
Your creative
Benchmark
0
100
56
Benchmark:
57.38
Your creative
Benchmark
0
100
56
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
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.4
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
1.6
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
53
Benchmark:
35.84
Your creative
Benchmark
0
100
53
Benchmark:
55.18
Your creative
Benchmark
0
100
53
Benchmark:
49.67
Your creative
Benchmark
0
100
53
Benchmark:
41.06
Your creative
Benchmark
0
100
53
Benchmark:
53.77
Your creative
Benchmark
0
100
53
Benchmark:
32.26
Your creative
Benchmark
0
100
53
Benchmark:
46.54
Your creative
Benchmark
0
100
53
Benchmark:
43.82
Your creative
Benchmark
0
100
53
Benchmark:
40.6
Your creative
Benchmark
0
100
53
Benchmark:
75.59
Your creative
Benchmark
0
100
53
Benchmark:
49.14
Your creative
Benchmark
0
100
53
Benchmark:
57.38
Your creative
Benchmark
0
100
53
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
0.9
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.5
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
1.6
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
Instagram
feed

With a well-balanced mix of Active Attention (1.03) and Passive Attention (0.36), feed is ideal for reinforcement campaigns for leader brands.

Complementary format
Facebook
feed

A strong companion to enhance reach and engagement is feed. This format, with 0.92 seconds of Active Attention and seconds of Passive Attention, serves as a dependable secondary option.

Reconsider format

Creative recommendations

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

In a reinforcement-focused campaign, immediate branding ensures your audience recalls and engages with your message. Keep reinforcing key assets.

Ad length and format
Needs Work

6 second ads can be used for quick reinforcement, but may not be memorable enough for mid-funnel branding. Consider increasing ad length.