Creative testing results

Maccas

Burger ad

July 22, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Maccas
Campaign
Burger ad
Primary campaign objective
Short term conversion (or other lower funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
2
 seconds
Ad size
9x16
Ad length
6
 seconds
Market
Global
Age group
35 - 44,25 - 34
Gender
Male
All
Platform:
Instagram
Format:
stories

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
65
Benchmark:
35.84
Your creative
Benchmark
0
100
65
Benchmark:
55.18
Your creative
Benchmark
0
100
65
Benchmark:
49.67
Your creative
Benchmark
0
100
65
Benchmark:
41.06
Your creative
Benchmark
0
100
65
Benchmark:
53.77
Your creative
Benchmark
0
100
65
Benchmark:
32.26
Your creative
Benchmark
0
100
65
Benchmark:
46.54
Your creative
Benchmark
0
100
65
Benchmark:
43.82
Your creative
Benchmark
0
100
65
Benchmark:
40.6
Your creative
Benchmark
0
100
65
Benchmark:
75.59
Your creative
Benchmark
0
100
65
Benchmark:
49.14
Your creative
Benchmark
0
100
65
Benchmark:
57.38
Your creative
Benchmark
0
100
65
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
2.2
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
1.1
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
2.8
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
67
Benchmark:
35.84
Your creative
Benchmark
0
100
67
Benchmark:
55.18
Your creative
Benchmark
0
100
67
Benchmark:
49.67
Your creative
Benchmark
0
100
67
Benchmark:
41.06
Your creative
Benchmark
0
100
67
Benchmark:
53.77
Your creative
Benchmark
0
100
67
Benchmark:
32.26
Your creative
Benchmark
0
100
67
Benchmark:
46.54
Your creative
Benchmark
0
100
67
Benchmark:
43.82
Your creative
Benchmark
0
100
67
Benchmark:
40.6
Your creative
Benchmark
0
100
67
Benchmark:
75.59
Your creative
Benchmark
0
100
67
Benchmark:
49.14
Your creative
Benchmark
0
100
67
Benchmark:
57.38
Your creative
Benchmark
0
100
67
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
1.8
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
1.6
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
2.7
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
63
Benchmark:
35.84
Your creative
Benchmark
0
100
63
Benchmark:
55.18
Your creative
Benchmark
0
100
63
Benchmark:
49.67
Your creative
Benchmark
0
100
63
Benchmark:
41.06
Your creative
Benchmark
0
100
63
Benchmark:
53.77
Your creative
Benchmark
0
100
63
Benchmark:
32.26
Your creative
Benchmark
0
100
63
Benchmark:
46.54
Your creative
Benchmark
0
100
63
Benchmark:
43.82
Your creative
Benchmark
0
100
63
Benchmark:
40.6
Your creative
Benchmark
0
100
63
Benchmark:
75.59
Your creative
Benchmark
0
100
63
Benchmark:
49.14
Your creative
Benchmark
0
100
63
Benchmark:
57.38
Your creative
Benchmark
0
100
63
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
1.6
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
1.6
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
2.8
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
47
Benchmark:
35.84
Your creative
Benchmark
0
100
47
Benchmark:
55.18
Your creative
Benchmark
0
100
47
Benchmark:
49.67
Your creative
Benchmark
0
100
47
Benchmark:
41.06
Your creative
Benchmark
0
100
47
Benchmark:
53.77
Your creative
Benchmark
0
100
47
Benchmark:
32.26
Your creative
Benchmark
0
100
47
Benchmark:
46.54
Your creative
Benchmark
0
100
47
Benchmark:
43.82
Your creative
Benchmark
0
100
47
Benchmark:
40.6
Your creative
Benchmark
0
100
47
Benchmark:
75.59
Your creative
Benchmark
0
100
47
Benchmark:
49.14
Your creative
Benchmark
0
100
47
Benchmark:
57.38
Your creative
Benchmark
0
100
47
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
1.3
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
1.4
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3.3
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
Snapchat
Format:
commercial

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
89
Benchmark:
35.84
Your creative
Benchmark
0
100
89
Benchmark:
55.18
Your creative
Benchmark
0
100
89
Benchmark:
49.67
Your creative
Benchmark
0
100
89
Benchmark:
41.06
Your creative
Benchmark
0
100
89
Benchmark:
53.77
Your creative
Benchmark
0
100
89
Benchmark:
32.26
Your creative
Benchmark
0
100
89
Benchmark:
46.54
Your creative
Benchmark
0
100
89
Benchmark:
43.82
Your creative
Benchmark
0
100
89
Benchmark:
40.6
Your creative
Benchmark
0
100
89
Benchmark:
75.59
Your creative
Benchmark
0
100
89
Benchmark:
49.14
Your creative
Benchmark
0
100
89
Benchmark:
57.38
Your creative
Benchmark
0
100
89
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
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
5
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
1
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
stories

0.893 is optimal for short-term conversion campaigns, capturing high levels of Active Attention upfront. With 0.5475 of viewers engaging in this crucial moment, it effectively delivers fast-impact, sales-driven messaging—provided brand-building efforts are reinforced elsewhere.

Complementary format
TikTok
in-feed

A complementary format for reinforcing conversions is 0.917. With 0.497, and seconds of active attention, this platform expands the reach of rapid-response messaging.

Reconsider format
Snapchat
commercial

With only 0 engaging actively early on and just 0 seconds of Active Attention in total, this format lacks the engagement needed for short-term sales goals. Early viewer drop-off reduces message effectiveness.

Creative recommendations

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

For a conversion-driven campaign, branding within 2 sec optimizes recall and ensures your message is delivered before viewers disengage.

Ad length and format
Strong

Short-form 6-second ads work well in most digital environments, especially for lower-funnel goals, where delivering the key message quickly helps maintain audience engagement before they scroll or skip.