Creative testing results

Barclays

Bankin' Ain't EZ

July 30, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Barclays
Campaign
Bankin' Ain't EZ
Primary campaign objective
Brand building & awareness (or other upper funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
9
 seconds
Ad size
16:9
Ad length
30
 seconds
Market
United Kingdom
Age group
55+
Gender
Both
All
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
55.2
Benchmark:
35.84
Your creative
Benchmark
0
100
55.2
Benchmark:
55.18
Your creative
Benchmark
0
100
55.2
Benchmark:
49.67
Your creative
Benchmark
0
100
55.2
Benchmark:
41.06
Your creative
Benchmark
0
100
55.2
Benchmark:
53.77
Your creative
Benchmark
0
100
55.2
Benchmark:
32.26
Your creative
Benchmark
0
100
55.2
Benchmark:
46.54
Your creative
Benchmark
0
100
55.2
Benchmark:
43.82
Your creative
Benchmark
0
100
55.2
Benchmark:
40.6
Your creative
Benchmark
0
100
55.2
Benchmark:
75.59
Your creative
Benchmark
0
100
55.2
Benchmark:
49.14
Your creative
Benchmark
0
100
55.2
Benchmark:
57.38
Your creative
Benchmark
0
100
55.2
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
10.14
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
6.68
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
13.19
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
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
56.8
Benchmark:
35.84
Your creative
Benchmark
0
100
56.8
Benchmark:
55.18
Your creative
Benchmark
0
100
56.8
Benchmark:
49.67
Your creative
Benchmark
0
100
56.8
Benchmark:
41.06
Your creative
Benchmark
0
100
56.8
Benchmark:
53.77
Your creative
Benchmark
0
100
56.8
Benchmark:
32.26
Your creative
Benchmark
0
100
56.8
Benchmark:
46.54
Your creative
Benchmark
0
100
56.8
Benchmark:
43.82
Your creative
Benchmark
0
100
56.8
Benchmark:
40.6
Your creative
Benchmark
0
100
56.8
Benchmark:
75.59
Your creative
Benchmark
0
100
56.8
Benchmark:
49.14
Your creative
Benchmark
0
100
56.8
Benchmark:
57.38
Your creative
Benchmark
0
100
56.8
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
5.22
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
4.34
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
20.44
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
52.7
Benchmark:
35.84
Your creative
Benchmark
0
100
52.7
Benchmark:
55.18
Your creative
Benchmark
0
100
52.7
Benchmark:
49.67
Your creative
Benchmark
0
100
52.7
Benchmark:
41.06
Your creative
Benchmark
0
100
52.7
Benchmark:
53.77
Your creative
Benchmark
0
100
52.7
Benchmark:
32.26
Your creative
Benchmark
0
100
52.7
Benchmark:
46.54
Your creative
Benchmark
0
100
52.7
Benchmark:
43.82
Your creative
Benchmark
0
100
52.7
Benchmark:
40.6
Your creative
Benchmark
0
100
52.7
Benchmark:
75.59
Your creative
Benchmark
0
100
52.7
Benchmark:
49.14
Your creative
Benchmark
0
100
52.7
Benchmark:
57.38
Your creative
Benchmark
0
100
52.7
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
3.61
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
12.54
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
13.85
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
40.3
Benchmark:
35.84
Your creative
Benchmark
0
100
40.3
Benchmark:
55.18
Your creative
Benchmark
0
100
40.3
Benchmark:
49.67
Your creative
Benchmark
0
100
40.3
Benchmark:
41.06
Your creative
Benchmark
0
100
40.3
Benchmark:
53.77
Your creative
Benchmark
0
100
40.3
Benchmark:
32.26
Your creative
Benchmark
0
100
40.3
Benchmark:
46.54
Your creative
Benchmark
0
100
40.3
Benchmark:
43.82
Your creative
Benchmark
0
100
40.3
Benchmark:
40.6
Your creative
Benchmark
0
100
40.3
Benchmark:
75.59
Your creative
Benchmark
0
100
40.3
Benchmark:
49.14
Your creative
Benchmark
0
100
40.3
Benchmark:
57.38
Your creative
Benchmark
0
100
40.3
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
0.98
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
6.91
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
22.11
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 10.14 seconds of Active Attention, Facebook in-stream delivers the strongest potential for a category leader to drive brand-building goals. More than 34% 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 pre-roll. With 5.22 seconds of active attention and 4.34 seconds of passive attention, it reinforces awareness effectively.

Reconsider format
General Web
outstream video

With just 0.98 seconds of Active Attention, this format is ineffective for brand awareness, regardless of brand size. Avoid 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
Ineffective

Branding appearing after 4 sec significantly reduces impact in awareness campaigns. By this time, only 25.6% of viewers will still be engaged—urgent changes needed to maintain visibility.

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.