Creative testing results

UBS

UBS The Craft Mindset

December 16, 2025

Details
Attention results
Recommendations

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
UBS
Campaign
UBS The Craft Mindset
Primary campaign objective
Brand building & awareness (or other upper funnel objectives)
Brand size
Category leader (50%+ market share)
First branded
moment
1
 seconds
Ad size
16:9
Ad length
30
 seconds
Market
Global
Age group
Gender
All
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
57.37
Benchmark:
35.84
Your creative
Benchmark
0
100
57.37
Benchmark:
55.18
Your creative
Benchmark
0
100
57.37
Benchmark:
49.67
Your creative
Benchmark
0
100
57.37
Benchmark:
41.06
Your creative
Benchmark
0
100
57.37
Benchmark:
53.77
Your creative
Benchmark
0
100
57.37
Benchmark:
32.26
Your creative
Benchmark
0
100
57.37
Benchmark:
46.54
Your creative
Benchmark
0
100
57.37
Benchmark:
43.82
Your creative
Benchmark
0
100
57.37
Benchmark:
40.6
Your creative
Benchmark
0
100
57.37
Benchmark:
75.59
Your creative
Benchmark
0
100
57.37
Benchmark:
49.14
Your creative
Benchmark
0
100
57.37
Benchmark:
57.38
Your creative
Benchmark
0
100
57.37
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
5.23
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
3.54
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
21.23
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
49.47
Benchmark:
35.84
Your creative
Benchmark
0
100
49.47
Benchmark:
55.18
Your creative
Benchmark
0
100
49.47
Benchmark:
49.67
Your creative
Benchmark
0
100
49.47
Benchmark:
41.06
Your creative
Benchmark
0
100
49.47
Benchmark:
53.77
Your creative
Benchmark
0
100
49.47
Benchmark:
32.26
Your creative
Benchmark
0
100
49.47
Benchmark:
46.54
Your creative
Benchmark
0
100
49.47
Benchmark:
43.82
Your creative
Benchmark
0
100
49.47
Benchmark:
40.6
Your creative
Benchmark
0
100
49.47
Benchmark:
75.59
Your creative
Benchmark
0
100
49.47
Benchmark:
49.14
Your creative
Benchmark
0
100
49.47
Benchmark:
57.38
Your creative
Benchmark
0
100
49.47
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
3.01
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
13.23
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
13.76
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
30.59
Benchmark:
35.84
Your creative
Benchmark
0
100
30.59
Benchmark:
55.18
Your creative
Benchmark
0
100
30.59
Benchmark:
49.67
Your creative
Benchmark
0
100
30.59
Benchmark:
41.06
Your creative
Benchmark
0
100
30.59
Benchmark:
53.77
Your creative
Benchmark
0
100
30.59
Benchmark:
32.26
Your creative
Benchmark
0
100
30.59
Benchmark:
46.54
Your creative
Benchmark
0
100
30.59
Benchmark:
43.82
Your creative
Benchmark
0
100
30.59
Benchmark:
40.6
Your creative
Benchmark
0
100
30.59
Benchmark:
75.59
Your creative
Benchmark
0
100
30.59
Benchmark:
49.14
Your creative
Benchmark
0
100
30.59
Benchmark:
57.38
Your creative
Benchmark
0
100
30.59
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
0.85
seconds
Looking directly at the ad.
Key for conscious decisions and meaningful outcomes
Passive attention
4.99
seconds
Eyes on screen, not on ad.
Valuable for building brand recall and familiarity
Non attention
24.17
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
YouTube
pre-roll skippable

With 5.23 seconds of Active Attention, Youtube pre-roll skippable delivers the strongest potential for a category leader to drive brand-building goals. More than 17% of the ad is actively viewed, ensuring the message is absorbed before users scroll, skip, or disengage.

Complementary format
General Web
pre-roll

A well-suited supporting platform to extend engagement and reach is General_Web pre-roll. With 3.01 seconds of active attention and 13.23 seconds of passive attention, it reinforces awareness effectively.

Reconsider format
General Web
outstream video

With just 0.85 seconds of Active Attention, this format is ineffective for brand awareness, regardless of brand size. Reconsider 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
Strong

Branding in the first 1–2 seconds of a video can be highly effective in reinforcing brand recognition and building mental availability. However, this benefit is strongest when the distinctive brand assets (DBAs) used are genuinely distinctive, well-established, and already strongly associated with the brand in the minds of the target audience. If early-frame branding relies on assets that are not yet widely recognised or uniquely owned by the brand, there is a risk that these cues do not register as intended - or are misattributed.

Ad length and format
Needs Work

These formats support ad lengths beyond 20 seconds, which is good for storytelling and sustained engagement, making them ideal for upper-funnel brand-building campaigns for leader brands. However, leveraging non-skippable formats will encourage greater audience retention and increase likelihood that your brand message is absorbed. Consider using 6 - 15sec ad length on Youtube to benefit from their non-skippable format.