Creative testing results

Hello Fresh

Talking about Hello Fresh in the kitchen

July 30, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Hello Fresh
Campaign
Talking about Hello Fresh in the kitchen
Primary campaign objective
Brand building & awareness (or other upper funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
52
 seconds
Ad size
1:1
Ad length
60
 seconds
Market
Australia
Age group
Gender
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
65.4
Benchmark:
35.84
Your creative
Benchmark
0
100
65.4
Benchmark:
55.18
Your creative
Benchmark
0
100
65.4
Benchmark:
49.67
Your creative
Benchmark
0
100
65.4
Benchmark:
41.06
Your creative
Benchmark
0
100
65.4
Benchmark:
53.77
Your creative
Benchmark
0
100
65.4
Benchmark:
32.26
Your creative
Benchmark
0
100
65.4
Benchmark:
46.54
Your creative
Benchmark
0
100
65.4
Benchmark:
43.82
Your creative
Benchmark
0
100
65.4
Benchmark:
40.6
Your creative
Benchmark
0
100
65.4
Benchmark:
75.59
Your creative
Benchmark
0
100
65.4
Benchmark:
49.14
Your creative
Benchmark
0
100
65.4
Benchmark:
57.38
Your creative
Benchmark
0
100
65.4
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
12.71
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.47
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
43.82
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
48.6
Benchmark:
35.84
Your creative
Benchmark
0
100
48.6
Benchmark:
55.18
Your creative
Benchmark
0
100
48.6
Benchmark:
49.67
Your creative
Benchmark
0
100
48.6
Benchmark:
41.06
Your creative
Benchmark
0
100
48.6
Benchmark:
53.77
Your creative
Benchmark
0
100
48.6
Benchmark:
32.26
Your creative
Benchmark
0
100
48.6
Benchmark:
46.54
Your creative
Benchmark
0
100
48.6
Benchmark:
43.82
Your creative
Benchmark
0
100
48.6
Benchmark:
40.6
Your creative
Benchmark
0
100
48.6
Benchmark:
75.59
Your creative
Benchmark
0
100
48.6
Benchmark:
49.14
Your creative
Benchmark
0
100
48.6
Benchmark:
57.38
Your creative
Benchmark
0
100
48.6
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
3.39
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.48
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
56.13
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
Pinterest
Format:
max width video

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
47.1
Benchmark:
35.84
Your creative
Benchmark
0
100
47.1
Benchmark:
55.18
Your creative
Benchmark
0
100
47.1
Benchmark:
49.67
Your creative
Benchmark
0
100
47.1
Benchmark:
41.06
Your creative
Benchmark
0
100
47.1
Benchmark:
53.77
Your creative
Benchmark
0
100
47.1
Benchmark:
32.26
Your creative
Benchmark
0
100
47.1
Benchmark:
46.54
Your creative
Benchmark
0
100
47.1
Benchmark:
43.82
Your creative
Benchmark
0
100
47.1
Benchmark:
40.6
Your creative
Benchmark
0
100
47.1
Benchmark:
75.59
Your creative
Benchmark
0
100
47.1
Benchmark:
49.14
Your creative
Benchmark
0
100
47.1
Benchmark:
57.38
Your creative
Benchmark
0
100
47.1
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
1.86
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
4.38
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
53.76
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
42.9
Benchmark:
35.84
Your creative
Benchmark
0
100
42.9
Benchmark:
55.18
Your creative
Benchmark
0
100
42.9
Benchmark:
49.67
Your creative
Benchmark
0
100
42.9
Benchmark:
41.06
Your creative
Benchmark
0
100
42.9
Benchmark:
53.77
Your creative
Benchmark
0
100
42.9
Benchmark:
32.26
Your creative
Benchmark
0
100
42.9
Benchmark:
46.54
Your creative
Benchmark
0
100
42.9
Benchmark:
43.82
Your creative
Benchmark
0
100
42.9
Benchmark:
40.6
Your creative
Benchmark
0
100
42.9
Benchmark:
75.59
Your creative
Benchmark
0
100
42.9
Benchmark:
49.14
Your creative
Benchmark
0
100
42.9
Benchmark:
57.38
Your creative
Benchmark
0
100
42.9
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
0.96
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
6.14
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
52.9
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 12.71 seconds of Active Attention, Facebook in-stream delivers the strongest potential for a category leader to drive brand-building goals. More than 21% of the ad is actively viewed, ensuring the message is absorbed before users scroll, skip, or disengage.

Complementary format
Facebook
feed

A well-suited supporting platform to extend engagement and reach is feed. With 3.39 seconds of active attention and 0.48 seconds of passive attention, it reinforces awareness effectively.

Reconsider format
Pinterest
standard video

With just 0.96 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 58.3% 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.