Creative testing results
TK Maxx
Christmas Pool 1:1 6"_Big brand gifts at prices you can't keep to yourself.
November 12, 2025
Ad & campaign details
The ad, platform, formats and demographics your creative was tested against
Brand
TK Maxx
Campaign
Christmas Pool 1:1 6"_Big brand gifts at prices you can't keep to yourself.
Primary campaign objective
Brand building & awareness (or other upper funnel objectives)
Brand size
New brand/ smaller brand (less than 25% market share)
First branded
moment
3
seconds
Ad size
1:1
Ad length
6
seconds
Market
Australia
Age group
25 - 34, 35 - 44, 45 - 54
Gender
All
Platform:
Facebook
Format:
feed
Attention
Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
40.66
Benchmark:
35.84
Your creative
Benchmark
0
100
40.66
Benchmark:
55.18
Your creative
Benchmark
0
100
40.66
Benchmark:
49.67
Your creative
Benchmark
0
100
40.66
Benchmark:
41.06
Your creative
Benchmark
0
100
40.66
Benchmark:
53.77
Your creative
Benchmark
0
100
40.66
Benchmark:
32.26
Your creative
Benchmark
0
100
40.66
Benchmark:
46.54
Your creative
Benchmark
0
100
40.66
Benchmark:
43.82
Your creative
Benchmark
0
100
40.66
Benchmark:
40.6
Your creative
Benchmark
0
100
40.66
Benchmark:
75.59
Your creative
Benchmark
0
100
40.66
Benchmark:
49.14
Your creative
Benchmark
0
100
40.66
Benchmark:
57.38
Your creative
Benchmark
0
100
40.66
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.
Active attention
1.58
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.32
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
4.1
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
50.38
Benchmark:
35.84
Your creative
Benchmark
0
100
50.38
Benchmark:
55.18
Your creative
Benchmark
0
100
50.38
Benchmark:
49.67
Your creative
Benchmark
0
100
50.38
Benchmark:
41.06
Your creative
Benchmark
0
100
50.38
Benchmark:
53.77
Your creative
Benchmark
0
100
50.38
Benchmark:
32.26
Your creative
Benchmark
0
100
50.38
Benchmark:
46.54
Your creative
Benchmark
0
100
50.38
Benchmark:
43.82
Your creative
Benchmark
0
100
50.38
Benchmark:
40.6
Your creative
Benchmark
0
100
50.38
Benchmark:
75.59
Your creative
Benchmark
0
100
50.38
Benchmark:
49.14
Your creative
Benchmark
0
100
50.38
Benchmark:
57.38
Your creative
Benchmark
0
100
50.38
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.
Active attention
1.43
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
2.04
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
2.54
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
36.84
Benchmark:
35.84
Your creative
Benchmark
0
100
36.84
Benchmark:
55.18
Your creative
Benchmark
0
100
36.84
Benchmark:
49.67
Your creative
Benchmark
0
100
36.84
Benchmark:
41.06
Your creative
Benchmark
0
100
36.84
Benchmark:
53.77
Your creative
Benchmark
0
100
36.84
Benchmark:
32.26
Your creative
Benchmark
0
100
36.84
Benchmark:
46.54
Your creative
Benchmark
0
100
36.84
Benchmark:
43.82
Your creative
Benchmark
0
100
36.84
Benchmark:
40.6
Your creative
Benchmark
0
100
36.84
Benchmark:
75.59
Your creative
Benchmark
0
100
36.84
Benchmark:
49.14
Your creative
Benchmark
0
100
36.84
Benchmark:
57.38
Your creative
Benchmark
0
100
36.84
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.
Active attention
1.33
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
0.22
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
4.45
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
43.3
Benchmark:
35.84
Your creative
Benchmark
0
100
43.3
Benchmark:
55.18
Your creative
Benchmark
0
100
43.3
Benchmark:
49.67
Your creative
Benchmark
0
100
43.3
Benchmark:
41.06
Your creative
Benchmark
0
100
43.3
Benchmark:
53.77
Your creative
Benchmark
0
100
43.3
Benchmark:
32.26
Your creative
Benchmark
0
100
43.3
Benchmark:
46.54
Your creative
Benchmark
0
100
43.3
Benchmark:
43.82
Your creative
Benchmark
0
100
43.3
Benchmark:
40.6
Your creative
Benchmark
0
100
43.3
Benchmark:
75.59
Your creative
Benchmark
0
100
43.3
Benchmark:
49.14
Your creative
Benchmark
0
100
43.3
Benchmark:
57.38
Your creative
Benchmark
0
100
43.3
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.
Active attention
0.57
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
2.92
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
2.51
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
feed
With 1.5 seconds of Active Attention, Facebook feed delivers the most active attention out of the applicable platforms. 26% of the ad is viewed actively, allowing for message delivery however, this level of active attention is too low to build memory without DBAs present.
Complementary format
Pinterest
max width video
A complementary choice for boosting engagement is Pinterest max_width_video. With 1.42 seconds of Active Attention and 2.04 seconds of Passive Attention, it enhances visibility and reach however will not work for brand building without DBAs present in the first second.
Reconsider format
Pinterest
standard video
Formats with less than 0.57 seconds of Active Attention are not viable for awareness-building, regardless of brand scale. Insufficient exposure before drop-off weakens effectiveness.
Creative recommendations
If you can't influence the media, but can influence the creative.
Branding
Needs Work
You can build a brand with only 1.5 seconds of Active attention as long as the DBAs are present. DBAs don't appear until second 3 at which point only 18.6% of viewers are still engaged. This risks misattribution to your largest competitor.
Ad length and format
Strong
In fast-decay environments, longer ads don’t earn more attention - they simply create more wastage. Keeping ad lengths under 10 seconds maximises efficiency (including reduced production costs) and ensures your message is delivered within the actual attention window available. Designing longer ads in these conditions means much of it will go unwatched, and key parts of your message will be lost.