Creative testing results

Maccas

Sam McDs

July 22, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Maccas
Campaign
Sam McDs
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
9x16
Ad length
6
 seconds
Market
Global
Age group
35 - 44,18 - 24
Gender
Both
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
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
2.2
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.8
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
3
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
59
Benchmark:
35.84
Your creative
Benchmark
0
100
59
Benchmark:
55.18
Your creative
Benchmark
0
100
59
Benchmark:
49.67
Your creative
Benchmark
0
100
59
Benchmark:
41.06
Your creative
Benchmark
0
100
59
Benchmark:
53.77
Your creative
Benchmark
0
100
59
Benchmark:
32.26
Your creative
Benchmark
0
100
59
Benchmark:
46.54
Your creative
Benchmark
0
100
59
Benchmark:
43.82
Your creative
Benchmark
0
100
59
Benchmark:
40.6
Your creative
Benchmark
0
100
59
Benchmark:
75.59
Your creative
Benchmark
0
100
59
Benchmark:
49.14
Your creative
Benchmark
0
100
59
Benchmark:
57.38
Your creative
Benchmark
0
100
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
1.5
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
3.1
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
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
1.5
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
1.2
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:
Pinterest
Format:
standard video

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
49
Benchmark:
35.84
Your creative
Benchmark
0
100
49
Benchmark:
55.18
Your creative
Benchmark
0
100
49
Benchmark:
49.67
Your creative
Benchmark
0
100
49
Benchmark:
41.06
Your creative
Benchmark
0
100
49
Benchmark:
53.77
Your creative
Benchmark
0
100
49
Benchmark:
32.26
Your creative
Benchmark
0
100
49
Benchmark:
46.54
Your creative
Benchmark
0
100
49
Benchmark:
43.82
Your creative
Benchmark
0
100
49
Benchmark:
40.6
Your creative
Benchmark
0
100
49
Benchmark:
75.59
Your creative
Benchmark
0
100
49
Benchmark:
49.14
Your creative
Benchmark
0
100
49
Benchmark:
57.38
Your creative
Benchmark
0
100
49
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
1.5
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
1.5
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
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
79
Benchmark:
35.84
Your creative
Benchmark
0
100
79
Benchmark:
55.18
Your creative
Benchmark
0
100
79
Benchmark:
49.67
Your creative
Benchmark
0
100
79
Benchmark:
41.06
Your creative
Benchmark
0
100
79
Benchmark:
53.77
Your creative
Benchmark
0
100
79
Benchmark:
32.26
Your creative
Benchmark
0
100
79
Benchmark:
46.54
Your creative
Benchmark
0
100
79
Benchmark:
43.82
Your creative
Benchmark
0
100
79
Benchmark:
40.6
Your creative
Benchmark
0
100
79
Benchmark:
75.59
Your creative
Benchmark
0
100
79
Benchmark:
49.14
Your creative
Benchmark
0
100
79
Benchmark:
57.38
Your creative
Benchmark
0
100
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
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
4.2
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
1.8
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

With a well-balanced mix of Active Attention (2.15) and Passive Attention (0.84), stories is ideal for reinforcement campaigns for leader brands.

Complementary format
Facebook
stories

A strong companion to enhance reach and engagement is stories. This format, with 1.51 seconds of Active Attention and seconds of Passive Attention, serves as a dependable secondary option.

Reconsider format
Snapchat
commercial

With just 0 seconds of Active Attention, this format falls short for mid-funnel campaigns, making it unsuitable regardless of brand scale. Better alternatives exist for driving engagement mid-funnel.

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

While 6-second ads can support brand reinforcement, they may not leave a lasting impression for mid-funnel objectives. Extending the ad length could improve brand association and retention.