Creative testing results

AT&T

Get dunked

August 4, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
AT&T
Campaign
Get dunked
Primary campaign objective
Brand building & awareness (or other upper funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
1
 seconds
Ad size
16:9
Ad length
30
 seconds
Market
Global
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
48.18
Benchmark:
35.84
Your creative
Benchmark
0
100
48.18
Benchmark:
55.18
Your creative
Benchmark
0
100
48.18
Benchmark:
49.67
Your creative
Benchmark
0
100
48.18
Benchmark:
41.06
Your creative
Benchmark
0
100
48.18
Benchmark:
53.77
Your creative
Benchmark
0
100
48.18
Benchmark:
32.26
Your creative
Benchmark
0
100
48.18
Benchmark:
46.54
Your creative
Benchmark
0
100
48.18
Benchmark:
43.82
Your creative
Benchmark
0
100
48.18
Benchmark:
40.6
Your creative
Benchmark
0
100
48.18
Benchmark:
75.59
Your creative
Benchmark
0
100
48.18
Benchmark:
49.14
Your creative
Benchmark
0
100
48.18
Benchmark:
57.38
Your creative
Benchmark
0
100
48.18
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
3.54
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.33
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
23.13
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
45.89
Benchmark:
35.84
Your creative
Benchmark
0
100
45.89
Benchmark:
55.18
Your creative
Benchmark
0
100
45.89
Benchmark:
49.67
Your creative
Benchmark
0
100
45.89
Benchmark:
41.06
Your creative
Benchmark
0
100
45.89
Benchmark:
53.77
Your creative
Benchmark
0
100
45.89
Benchmark:
32.26
Your creative
Benchmark
0
100
45.89
Benchmark:
46.54
Your creative
Benchmark
0
100
45.89
Benchmark:
43.82
Your creative
Benchmark
0
100
45.89
Benchmark:
40.6
Your creative
Benchmark
0
100
45.89
Benchmark:
75.59
Your creative
Benchmark
0
100
45.89
Benchmark:
49.14
Your creative
Benchmark
0
100
45.89
Benchmark:
57.38
Your creative
Benchmark
0
100
45.89
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
2.14
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
9.7
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
18.16
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
33.79
Benchmark:
35.84
Your creative
Benchmark
0
100
33.79
Benchmark:
55.18
Your creative
Benchmark
0
100
33.79
Benchmark:
49.67
Your creative
Benchmark
0
100
33.79
Benchmark:
41.06
Your creative
Benchmark
0
100
33.79
Benchmark:
53.77
Your creative
Benchmark
0
100
33.79
Benchmark:
32.26
Your creative
Benchmark
0
100
33.79
Benchmark:
46.54
Your creative
Benchmark
0
100
33.79
Benchmark:
43.82
Your creative
Benchmark
0
100
33.79
Benchmark:
40.6
Your creative
Benchmark
0
100
33.79
Benchmark:
75.59
Your creative
Benchmark
0
100
33.79
Benchmark:
49.14
Your creative
Benchmark
0
100
33.79
Benchmark:
57.38
Your creative
Benchmark
0
100
33.79
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
0.64
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
4.46
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
24.9
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
Facebook
in-stream

With 5.52 seconds of Active Attention, Facebook in-stream delivers the strongest potential for a category leader to drive brand-building goals. More than 18% of the ad is actively viewed, ensuring the message is absorbed before users scroll, skip, or disengage.

Complementary format
YouTube
pre-roll skippable

A well-suited supporting platform to extend engagement and reach is Youtube pre-roll skippable. With 3.54 seconds of active attention and 3.33 seconds of passive attention, it reinforces awareness effectively.

Reconsider format
General Web
outstream video

With just 0.64 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
Ineffective

These formats don’t support long-form content well, as users disengage quickly on scrollable channels. Switch to high-retention formats and shorten the ad to 15 or 10 seconds for better performance.