Creative testing results

Virgin

Finger Lickin' Flights

July 30, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
Virgin
Campaign
Finger Lickin' Flights
Primary campaign objective
Reinforcement or consideration (or other mid funnel objectives)
Brand size
Challenger (25 - 50% market share)
First branded
moment
1
 seconds
Ad size
16:9
Ad length
30
 seconds
Market
New Zealand
Age group
35 - 44, 25 - 34, 45 - 54
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
52.5
Benchmark:
35.84
Your creative
Benchmark
0
100
52.5
Benchmark:
55.18
Your creative
Benchmark
0
100
52.5
Benchmark:
49.67
Your creative
Benchmark
0
100
52.5
Benchmark:
41.06
Your creative
Benchmark
0
100
52.5
Benchmark:
53.77
Your creative
Benchmark
0
100
52.5
Benchmark:
32.26
Your creative
Benchmark
0
100
52.5
Benchmark:
46.54
Your creative
Benchmark
0
100
52.5
Benchmark:
43.82
Your creative
Benchmark
0
100
52.5
Benchmark:
40.6
Your creative
Benchmark
0
100
52.5
Benchmark:
75.59
Your creative
Benchmark
0
100
52.5
Benchmark:
49.14
Your creative
Benchmark
0
100
52.5
Benchmark:
57.38
Your creative
Benchmark
0
100
52.5
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
8.49
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.67
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
17.83
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
YouTube
Format:
pre-roll skippable

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
54.6
Benchmark:
35.84
Your creative
Benchmark
0
100
54.6
Benchmark:
55.18
Your creative
Benchmark
0
100
54.6
Benchmark:
49.67
Your creative
Benchmark
0
100
54.6
Benchmark:
41.06
Your creative
Benchmark
0
100
54.6
Benchmark:
53.77
Your creative
Benchmark
0
100
54.6
Benchmark:
32.26
Your creative
Benchmark
0
100
54.6
Benchmark:
46.54
Your creative
Benchmark
0
100
54.6
Benchmark:
43.82
Your creative
Benchmark
0
100
54.6
Benchmark:
40.6
Your creative
Benchmark
0
100
54.6
Benchmark:
75.59
Your creative
Benchmark
0
100
54.6
Benchmark:
49.14
Your creative
Benchmark
0
100
54.6
Benchmark:
57.38
Your creative
Benchmark
0
100
54.6
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
4.9
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
2.68
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
22.43
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
General Web
Format:
pre-roll

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
51.5
Benchmark:
35.84
Your creative
Benchmark
0
100
51.5
Benchmark:
55.18
Your creative
Benchmark
0
100
51.5
Benchmark:
49.67
Your creative
Benchmark
0
100
51.5
Benchmark:
41.06
Your creative
Benchmark
0
100
51.5
Benchmark:
53.77
Your creative
Benchmark
0
100
51.5
Benchmark:
32.26
Your creative
Benchmark
0
100
51.5
Benchmark:
46.54
Your creative
Benchmark
0
100
51.5
Benchmark:
43.82
Your creative
Benchmark
0
100
51.5
Benchmark:
40.6
Your creative
Benchmark
0
100
51.5
Benchmark:
75.59
Your creative
Benchmark
0
100
51.5
Benchmark:
49.14
Your creative
Benchmark
0
100
51.5
Benchmark:
57.38
Your creative
Benchmark
0
100
51.5
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
3.86
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
12.38
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
13.75
seconds
Eyes not on screen, not on ad.
Zero outcomes, wasted ad spend
Platform:
General Web
Format:
outstream video

Attention

Platform and format level results showing how your ad held attention and delivered impact, second by second.
Attention score
34.1
Benchmark:
35.84
Your creative
Benchmark
0
100
34.1
Benchmark:
55.18
Your creative
Benchmark
0
100
34.1
Benchmark:
49.67
Your creative
Benchmark
0
100
34.1
Benchmark:
41.06
Your creative
Benchmark
0
100
34.1
Benchmark:
53.77
Your creative
Benchmark
0
100
34.1
Benchmark:
32.26
Your creative
Benchmark
0
100
34.1
Benchmark:
46.54
Your creative
Benchmark
0
100
34.1
Benchmark:
43.82
Your creative
Benchmark
0
100
34.1
Benchmark:
40.6
Your creative
Benchmark
0
100
34.1
Benchmark:
75.59
Your creative
Benchmark
0
100
34.1
Benchmark:
49.14
Your creative
Benchmark
0
100
34.1
Benchmark:
57.38
Your creative
Benchmark
0
100
34.1
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
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
5.44
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
23.56
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 8.49 seconds of Active Attention, Facebook in-stream is a top-tier choice for challenger brands seeking reinforcement. More than 8.49 / 30 of the ad is actively viewed, ensuring sustained message delivery before viewers scroll away or skip. For challenger brands, securing Active Attention is key to competing with leaders.

Complementary format
YouTube
pre-roll skippable

A reliable secondary platform to amplify engagement is pre-roll. This option balances 4.9 of Active Attention with of Passive Attention, strengthening message recall.

Reconsider format
General Web
outstream video

Formats delivering only 1 seconds of Active Attention lack sufficient retention for mid-funnel campaigns. More effective choices are available to meet engagement objectives.

Creative recommendations

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

In a consideration-stage campaign, early branding ensures familiarity, allowing audiences to connect with your brand’s message instantly.

Ad length and format
Ineffective

Long ads struggle to hold attention on high-scroll environments, making them less effective for reinforcing brand messaging. For greater efficiency, switch to high-retention formats or reduce the ad length to 15 or 10 seconds.