How Attention Can Work For You

The simple truth is, that viewability and impressions can’t tell you if your ad has been seen or not seen. Existing metrics can be great indicators of campaign performance, but they don’t give you the human insight needed to truly measure advertising impact. And that the choices you’re making with creative or media selection could be seriously harming your brand.

Now, let’s take a look at how attention works for your ad...

Unseen
Misattribution to competitors
Unseen
Wasted spend
Unseen
Decreased ROI
Seen
Increased ROI
Seen
Increased brand awareness
Seen
Increased CTR

Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
TK Maxx
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
7
 seconds
Ad size
1:1
Ad length
7
 seconds
Market
Global
Age group
18 - 24, 25 - 34, 35 - 44, 45 - 54, 55+
Gender
All
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
43.89
Benchmark:
35.84
Your creative
Benchmark
0
100
43.89
Benchmark:
55.18
Your creative
Benchmark
0
100
43.89
Benchmark:
49.67
Your creative
Benchmark
0
100
43.89
Benchmark:
41.06
Your creative
Benchmark
0
100
43.89
Benchmark:
53.77
Your creative
Benchmark
0
100
43.89
Benchmark:
32.26
Your creative
Benchmark
0
100
43.89
Benchmark:
46.54
Your creative
Benchmark
0
100
43.89
Benchmark:
43.82
Your creative
Benchmark
0
100
43.89
Benchmark:
40.6
Your creative
Benchmark
0
100
43.89
Benchmark:
75.59
Your creative
Benchmark
0
100
43.89
Benchmark:
49.14
Your creative
Benchmark
0
100
43.89
Benchmark:
57.38
Your creative
Benchmark
0
100
43.89
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
0.89
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
3.44
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 1.39 seconds of Active Attention, Facebook feed is the most effective option for a small brand to achieve awareness objectives. More than 20% of the ad is actively consumed, ensuring strong message delivery before users disengage.

Complementary format
Instagram
feed

A complementary choice for boosting engagement is Instagram feed. With 1.19 seconds of Active Attention and 0.42 seconds of Passive Attention, it enhances visibility and reach.

Reconsider format
Pinterest
standard video

Formats with less than 0.4 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

Small brands should maximize branding presence in awareness campaigns. By this time, only 16.9% of viewers are still engaged—delayed branding limits brand exposure, shift earlier for stronger impact.

Ad length and format
Ineffective

These formats struggle to maintain engagement for 10-second ads, as users tend to scroll past quickly. For a small brand working to build awareness, sustained visibility is essential—prioritize high-retention formats that maximize exposure and reinforce brand recognition.