Creative testing results

Rewe

Milk

July 29, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Rewe
Campaign
Milk
Primary campaign objective
Brand building & awareness (or other upper funnel objectives)
Brand size
Challenger (25 - 50% market share)
First branded
moment
1
 seconds
Ad size
4:5
Ad length
15
 seconds
Market
Germany
Age group
18 - 24, 35 - 44, 25 - 34, 45 - 54, 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
61.8
Benchmark:
35.84
Your creative
Benchmark
0
100
61.8
Benchmark:
55.18
Your creative
Benchmark
0
100
61.8
Benchmark:
49.67
Your creative
Benchmark
0
100
61.8
Benchmark:
41.06
Your creative
Benchmark
0
100
61.8
Benchmark:
53.77
Your creative
Benchmark
0
100
61.8
Benchmark:
32.26
Your creative
Benchmark
0
100
61.8
Benchmark:
46.54
Your creative
Benchmark
0
100
61.8
Benchmark:
43.82
Your creative
Benchmark
0
100
61.8
Benchmark:
40.6
Your creative
Benchmark
0
100
61.8
Benchmark:
75.59
Your creative
Benchmark
0
100
61.8
Benchmark:
49.14
Your creative
Benchmark
0
100
61.8
Benchmark:
57.38
Your creative
Benchmark
0
100
61.8
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
5.49
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
4.8
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
4.71
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
Facebook
Format:
feed

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
59.9
Benchmark:
35.84
Your creative
Benchmark
0
100
59.9
Benchmark:
55.18
Your creative
Benchmark
0
100
59.9
Benchmark:
49.67
Your creative
Benchmark
0
100
59.9
Benchmark:
41.06
Your creative
Benchmark
0
100
59.9
Benchmark:
53.77
Your creative
Benchmark
0
100
59.9
Benchmark:
32.26
Your creative
Benchmark
0
100
59.9
Benchmark:
46.54
Your creative
Benchmark
0
100
59.9
Benchmark:
43.82
Your creative
Benchmark
0
100
59.9
Benchmark:
40.6
Your creative
Benchmark
0
100
59.9
Benchmark:
75.59
Your creative
Benchmark
0
100
59.9
Benchmark:
49.14
Your creative
Benchmark
0
100
59.9
Benchmark:
57.38
Your creative
Benchmark
0
100
59.9
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
2.64
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.44
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
11.92
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
Instagram
Format:
feed

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
58.5
Benchmark:
35.84
Your creative
Benchmark
0
100
58.5
Benchmark:
55.18
Your creative
Benchmark
0
100
58.5
Benchmark:
49.67
Your creative
Benchmark
0
100
58.5
Benchmark:
41.06
Your creative
Benchmark
0
100
58.5
Benchmark:
53.77
Your creative
Benchmark
0
100
58.5
Benchmark:
32.26
Your creative
Benchmark
0
100
58.5
Benchmark:
46.54
Your creative
Benchmark
0
100
58.5
Benchmark:
43.82
Your creative
Benchmark
0
100
58.5
Benchmark:
40.6
Your creative
Benchmark
0
100
58.5
Benchmark:
75.59
Your creative
Benchmark
0
100
58.5
Benchmark:
49.14
Your creative
Benchmark
0
100
58.5
Benchmark:
57.38
Your creative
Benchmark
0
100
58.5
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
2.09
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.33
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
12.58
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
48.1
Benchmark:
35.84
Your creative
Benchmark
0
100
48.1
Benchmark:
55.18
Your creative
Benchmark
0
100
48.1
Benchmark:
49.67
Your creative
Benchmark
0
100
48.1
Benchmark:
41.06
Your creative
Benchmark
0
100
48.1
Benchmark:
53.77
Your creative
Benchmark
0
100
48.1
Benchmark:
32.26
Your creative
Benchmark
0
100
48.1
Benchmark:
46.54
Your creative
Benchmark
0
100
48.1
Benchmark:
43.82
Your creative
Benchmark
0
100
48.1
Benchmark:
40.6
Your creative
Benchmark
0
100
48.1
Benchmark:
75.59
Your creative
Benchmark
0
100
48.1
Benchmark:
49.14
Your creative
Benchmark
0
100
48.1
Benchmark:
57.38
Your creative
Benchmark
0
100
48.1
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
0.41
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
4.9
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
9.68
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 5.49 seconds of Active Attention, Facebook in-stream provides a prime opportunity for a challenger brand to establish brand presence. Over 2.64 / 15 of the ad is actively consumed, maximizing impact before audience disengagement.

Complementary format
Facebook
feed

A strategic addition to boost engagement and exposure is feed. With 2.64 of Active Attention and 0.44 of Passive Attention, it serves as an effective awareness driver.

Reconsider format
Pinterest
standard video

With only 0.42 seconds of Active Attention, this format is ill-suited for brand-building, regardless of scale. Formats with sub-2.5-second Active Attention fail to provide necessary exposure before users disengage.

Creative recommendations

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

For a challenger brand, early branding is a major advantage in a brand-building campaign. It ensures visibility among competitors and strengthens awareness.

Ad length and format
Ineffective

Longer ads struggle to hold attention on high-scroll formats, making them less effective for upper-funnel objectives. Shift to high-retention formats for better engagement and impact.