Creative testing results

Telstra

2025 Fetch_Convert

August 13, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Telstra
Campaign
2025 Fetch_Convert
Primary campaign objective
Short term conversion (or other lower funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
9
 seconds
Ad size
9:16
Ad length
9
 seconds
Market
Australia
Age group
Gender
All
Platform:
Snapchat
Format:
commercial

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
71.32
Benchmark:
35.84
Your creative
Benchmark
0
100
71.32
Benchmark:
55.18
Your creative
Benchmark
0
100
71.32
Benchmark:
49.67
Your creative
Benchmark
0
100
71.32
Benchmark:
41.06
Your creative
Benchmark
0
100
71.32
Benchmark:
53.77
Your creative
Benchmark
0
100
71.32
Benchmark:
32.26
Your creative
Benchmark
0
100
71.32
Benchmark:
46.54
Your creative
Benchmark
0
100
71.32
Benchmark:
43.82
Your creative
Benchmark
0
100
71.32
Benchmark:
40.6
Your creative
Benchmark
0
100
71.32
Benchmark:
75.59
Your creative
Benchmark
0
100
71.32
Benchmark:
49.14
Your creative
Benchmark
0
100
71.32
Benchmark:
57.38
Your creative
Benchmark
0
100
71.32
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
6.04
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.95
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
2.01
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
46.91
Benchmark:
35.84
Your creative
Benchmark
0
100
46.91
Benchmark:
55.18
Your creative
Benchmark
0
100
46.91
Benchmark:
49.67
Your creative
Benchmark
0
100
46.91
Benchmark:
41.06
Your creative
Benchmark
0
100
46.91
Benchmark:
53.77
Your creative
Benchmark
0
100
46.91
Benchmark:
32.26
Your creative
Benchmark
0
100
46.91
Benchmark:
46.54
Your creative
Benchmark
0
100
46.91
Benchmark:
43.82
Your creative
Benchmark
0
100
46.91
Benchmark:
40.6
Your creative
Benchmark
0
100
46.91
Benchmark:
75.59
Your creative
Benchmark
0
100
46.91
Benchmark:
49.14
Your creative
Benchmark
0
100
46.91
Benchmark:
57.38
Your creative
Benchmark
0
100
46.91
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
2.95
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.11
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
5.94
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
36
Benchmark:
35.84
Your creative
Benchmark
0
100
36
Benchmark:
55.18
Your creative
Benchmark
0
100
36
Benchmark:
49.67
Your creative
Benchmark
0
100
36
Benchmark:
41.06
Your creative
Benchmark
0
100
36
Benchmark:
53.77
Your creative
Benchmark
0
100
36
Benchmark:
32.26
Your creative
Benchmark
0
100
36
Benchmark:
46.54
Your creative
Benchmark
0
100
36
Benchmark:
43.82
Your creative
Benchmark
0
100
36
Benchmark:
40.6
Your creative
Benchmark
0
100
36
Benchmark:
75.59
Your creative
Benchmark
0
100
36
Benchmark:
49.14
Your creative
Benchmark
0
100
36
Benchmark:
57.38
Your creative
Benchmark
0
100
36
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
2.34
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.14
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
6.52
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
Instagram
Format:
stories

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
34.75
Benchmark:
35.84
Your creative
Benchmark
0
100
34.75
Benchmark:
55.18
Your creative
Benchmark
0
100
34.75
Benchmark:
49.67
Your creative
Benchmark
0
100
34.75
Benchmark:
41.06
Your creative
Benchmark
0
100
34.75
Benchmark:
53.77
Your creative
Benchmark
0
100
34.75
Benchmark:
32.26
Your creative
Benchmark
0
100
34.75
Benchmark:
46.54
Your creative
Benchmark
0
100
34.75
Benchmark:
43.82
Your creative
Benchmark
0
100
34.75
Benchmark:
40.6
Your creative
Benchmark
0
100
34.75
Benchmark:
75.59
Your creative
Benchmark
0
100
34.75
Benchmark:
49.14
Your creative
Benchmark
0
100
34.75
Benchmark:
57.38
Your creative
Benchmark
0
100
34.75
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
1.87
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.13
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
7.01
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
39.51
Benchmark:
35.84
Your creative
Benchmark
0
100
39.51
Benchmark:
55.18
Your creative
Benchmark
0
100
39.51
Benchmark:
49.67
Your creative
Benchmark
0
100
39.51
Benchmark:
41.06
Your creative
Benchmark
0
100
39.51
Benchmark:
53.77
Your creative
Benchmark
0
100
39.51
Benchmark:
32.26
Your creative
Benchmark
0
100
39.51
Benchmark:
46.54
Your creative
Benchmark
0
100
39.51
Benchmark:
43.82
Your creative
Benchmark
0
100
39.51
Benchmark:
40.6
Your creative
Benchmark
0
100
39.51
Benchmark:
75.59
Your creative
Benchmark
0
100
39.51
Benchmark:
49.14
Your creative
Benchmark
0
100
39.51
Benchmark:
57.38
Your creative
Benchmark
0
100
39.51
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
0.44
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
4.4
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
4.17
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
Snapchat
commercial

Snapchat commercial is optimal for short-term conversion campaigns, capturing high levels of Active Attention upfront. With 61.5% of viewers engaging in this crucial moment, it effectively delivers fast-impact, sales-driven messaging—provided brand-building efforts are reinforced elsewhere.

Complementary format
TikTok
in-feed

A complementary format for reinforcing conversions is Tiktok in-feed. With 65.75%, and seconds of active attention, this platform expands the reach of rapid-response messaging.

Reconsider format
Pinterest
standard video

With only 8.8% engaging actively early on and just 0.44 seconds of Active Attention in total, this format lacks the engagement needed for short-term sales goals. Early viewer drop-off reduces message effectiveness.

Creative recommendations

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

In conversion-driven campaigns, late branding leads to wasted impressions. Only 60.9% of viewers will still see your brand—adjust placement to optimize conversions and reduce inefficiency.

Ad length and format
Ineffective

These formats aren't ideal for 10-second ads, as users disengage quickly on scrollable channels. Lower funnel needs shorter ads (6 sec) on these formats for better efficiency.