Creative testing results

CASE

CSM_CASE_2025

October 7, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
CASE
Campaign
CSM_CASE_2025
Primary campaign objective
Brand building & awareness (or other upper funnel objectives)
Brand size
New brand/ smaller brand (less than 25% market share)
First branded
moment
6
 seconds
Ad size
16:9
Ad length
30
 seconds
Market
United States
Age group
Gender
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
50.59
Benchmark:
35.84
Your creative
Benchmark
0
100
50.59
Benchmark:
55.18
Your creative
Benchmark
0
100
50.59
Benchmark:
49.67
Your creative
Benchmark
0
100
50.59
Benchmark:
41.06
Your creative
Benchmark
0
100
50.59
Benchmark:
53.77
Your creative
Benchmark
0
100
50.59
Benchmark:
32.26
Your creative
Benchmark
0
100
50.59
Benchmark:
46.54
Your creative
Benchmark
0
100
50.59
Benchmark:
43.82
Your creative
Benchmark
0
100
50.59
Benchmark:
40.6
Your creative
Benchmark
0
100
50.59
Benchmark:
75.59
Your creative
Benchmark
0
100
50.59
Benchmark:
49.14
Your creative
Benchmark
0
100
50.59
Benchmark:
57.38
Your creative
Benchmark
0
100
50.59
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
4.1
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
2.76
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
23.14
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
46.59
Benchmark:
35.84
Your creative
Benchmark
0
100
46.59
Benchmark:
55.18
Your creative
Benchmark
0
100
46.59
Benchmark:
49.67
Your creative
Benchmark
0
100
46.59
Benchmark:
41.06
Your creative
Benchmark
0
100
46.59
Benchmark:
53.77
Your creative
Benchmark
0
100
46.59
Benchmark:
32.26
Your creative
Benchmark
0
100
46.59
Benchmark:
46.54
Your creative
Benchmark
0
100
46.59
Benchmark:
43.82
Your creative
Benchmark
0
100
46.59
Benchmark:
40.6
Your creative
Benchmark
0
100
46.59
Benchmark:
75.59
Your creative
Benchmark
0
100
46.59
Benchmark:
49.14
Your creative
Benchmark
0
100
46.59
Benchmark:
57.38
Your creative
Benchmark
0
100
46.59
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
2.3
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
10.57
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
17.13
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
32.59
Benchmark:
35.84
Your creative
Benchmark
0
100
32.59
Benchmark:
55.18
Your creative
Benchmark
0
100
32.59
Benchmark:
49.67
Your creative
Benchmark
0
100
32.59
Benchmark:
41.06
Your creative
Benchmark
0
100
32.59
Benchmark:
53.77
Your creative
Benchmark
0
100
32.59
Benchmark:
32.26
Your creative
Benchmark
0
100
32.59
Benchmark:
46.54
Your creative
Benchmark
0
100
32.59
Benchmark:
43.82
Your creative
Benchmark
0
100
32.59
Benchmark:
40.6
Your creative
Benchmark
0
100
32.59
Benchmark:
75.59
Your creative
Benchmark
0
100
32.59
Benchmark:
49.14
Your creative
Benchmark
0
100
32.59
Benchmark:
57.38
Your creative
Benchmark
0
100
32.59
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
0.57
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
4.56
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
24.87
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

With 4.1 seconds of Active Attention, YouTube pre-roll skippable is the most effective option for a small brand to achieve awareness objectives. More than 14% of the ad is actively consumed, ensuring strong message delivery before users disengage.

Complementary format
General Web
pre-roll

A complementary choice for boosting engagement is General Web pre-roll. With 2.3 seconds of Active Attention and 10.57 seconds of Passive Attention, it enhances visibility and reach.

Reconsider format
General Web
outstream video

Formats with less than 0.57 seconds of Active Attention are not viable for awareness-building, regardless of brand scale. Insufficient exposure before drop-off weakens effectiveness.

Creative recommendations

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

Small brands need immediate visibility in awareness campaigns. Late branding results in only 34.1% of viewers still seeing the message—adjust creative for stronger brand positioning.

Ad length and format
Strong

These formats effectively support long-form ad lengths, offering smaller brands a valuable opportunity to compete with larger players. To maximize impact, reinforce branding strategically throughout the ad to enhance recognition and ensure lasting recall.