Ad & campaign details

The ad, platform, formats and demographics your creative was tested against
Brand
TK Maxx
Campaign
Christmas Bauble 16:9 8"_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
4
 seconds
Ad size
16:9
Ad length
8
 seconds
Market
Australia
Age group
25 - 34, 35 - 44, 45 - 54
Gender
Both
All

Staging (new)

Platform:
General Web
Format:
outstream video

Attention

Attention score
46.08
Benchmark:
35.8
Your creative
Benchmark
0
100
46.08
Benchmark:
55.2
Your creative
Benchmark
0
100
46.08
Benchmark:
49.7
Your creative
Benchmark
0
100
46.08
Benchmark:
41.1
Your creative
Benchmark
0
100
46.08
Benchmark:
53.8
Your creative
Benchmark
0
100
46.08
Benchmark:
35.3
Your creative
Benchmark
0
100
46.08
Benchmark:
46.5
Your creative
Benchmark
0
100
46.08
Benchmark:
43.8
Your creative
Benchmark
0
100
46.08
Benchmark:
40.6
Your creative
Benchmark
0
100
46.08
Benchmark:
75.6
Your creative
Benchmark
0
100
46.08
Benchmark:
49.1
Your creative
Benchmark
0
100
46.08
Benchmark:
57.4
Your creative
Benchmark
0
100
46.08
Benchmark:
56.2
Your creative
Benchmark
0
100
46.08
Benchmark:
71.6
Your creative
Benchmark
0
100
Attention decay
Close
Click to expand
Active attention
0.78
seconds
Passive attention
4.01
seconds
Non attention
3.21
seconds
Platform:
General Web
Format:
pre-roll

Attention

Attention score
58.14
Benchmark:
35.8
Your creative
Benchmark
0
100
58.14
Benchmark:
55.2
Your creative
Benchmark
0
100
58.14
Benchmark:
49.7
Your creative
Benchmark
0
100
58.14
Benchmark:
41.1
Your creative
Benchmark
0
100
58.14
Benchmark:
53.8
Your creative
Benchmark
0
100
58.14
Benchmark:
35.3
Your creative
Benchmark
0
100
58.14
Benchmark:
46.5
Your creative
Benchmark
0
100
58.14
Benchmark:
43.8
Your creative
Benchmark
0
100
58.14
Benchmark:
40.6
Your creative
Benchmark
0
100
58.14
Benchmark:
75.6
Your creative
Benchmark
0
100
58.14
Benchmark:
49.1
Your creative
Benchmark
0
100
58.14
Benchmark:
57.4
Your creative
Benchmark
0
100
58.14
Benchmark:
56.2
Your creative
Benchmark
0
100
58.14
Benchmark:
71.6
Your creative
Benchmark
0
100
Attention decay
Close
Click to expand
Active attention
1.84
seconds
Passive attention
4.58
seconds
Non attention
1.58
seconds
Platform:
YouTube
Format:
pre-roll non skippable

Attention

Attention score
64.86
Benchmark:
35.8
Your creative
Benchmark
0
100
64.86
Benchmark:
55.2
Your creative
Benchmark
0
100
64.86
Benchmark:
49.7
Your creative
Benchmark
0
100
64.86
Benchmark:
41.1
Your creative
Benchmark
0
100
64.86
Benchmark:
53.8
Your creative
Benchmark
0
100
64.86
Benchmark:
35.3
Your creative
Benchmark
0
100
64.86
Benchmark:
46.5
Your creative
Benchmark
0
100
64.86
Benchmark:
43.8
Your creative
Benchmark
0
100
64.86
Benchmark:
40.6
Your creative
Benchmark
0
100
64.86
Benchmark:
75.6
Your creative
Benchmark
0
100
64.86
Benchmark:
49.1
Your creative
Benchmark
0
100
64.86
Benchmark:
57.4
Your creative
Benchmark
0
100
64.86
Benchmark:
56.2
Your creative
Benchmark
0
100
64.86
Benchmark:
71.6
Your creative
Benchmark
0
100
Attention decay
Close
Click to expand
Active attention
4.16
seconds
Passive attention
2.21
seconds
Non attention
1.63
seconds
Platform:
Tv-bvod
Format:
tv-bvod

Attention

Attention score
66.09
Benchmark:
35.8
Your creative
Benchmark
0
100
66.09
Benchmark:
55.2
Your creative
Benchmark
0
100
66.09
Benchmark:
49.7
Your creative
Benchmark
0
100
66.09
Benchmark:
41.1
Your creative
Benchmark
0
100
66.09
Benchmark:
53.8
Your creative
Benchmark
0
100
66.09
Benchmark:
35.3
Your creative
Benchmark
0
100
66.09
Benchmark:
46.5
Your creative
Benchmark
0
100
66.09
Benchmark:
43.8
Your creative
Benchmark
0
100
66.09
Benchmark:
40.6
Your creative
Benchmark
0
100
66.09
Benchmark:
75.6
Your creative
Benchmark
0
100
66.09
Benchmark:
49.1
Your creative
Benchmark
0
100
66.09
Benchmark:
57.4
Your creative
Benchmark
0
100
66.09
Benchmark:
56.2
Your creative
Benchmark
0
100
66.09
Benchmark:
71.6
Your creative
Benchmark
0
100
Attention decay
Close
Click to expand
Active attention
3.3
seconds
Passive attention
4.22
seconds
Non attention
0.48
seconds

Production (old)

Platform:
General Web
Format:
outstream video

Attention

Attention score
44.12
Benchmark:
35.84
Your creative
Benchmark
0
100
44.12
Benchmark:
55.18
Your creative
Benchmark
0
100
44.12
Benchmark:
49.67
Your creative
Benchmark
0
100
44.12
Benchmark:
41.06
Your creative
Benchmark
0
100
44.12
Benchmark:
53.77
Your creative
Benchmark
0
100
44.12
Benchmark:
32.26
Your creative
Benchmark
0
100
44.12
Benchmark:
46.54
Your creative
Benchmark
0
100
44.12
Benchmark:
43.82
Your creative
Benchmark
0
100
44.12
Benchmark:
40.6
Your creative
Benchmark
0
100
44.12
Benchmark:
75.59
Your creative
Benchmark
0
100
44.12
Benchmark:
49.14
Your creative
Benchmark
0
100
44.12
Benchmark:
57.38
Your creative
Benchmark
0
100
44.12
Benchmark:
56.21
Your creative
Benchmark
0
100
Attention decay
Close
Click to expand
Active attention
0.87
seconds
Passive attention
3.74
seconds
Non attention
3.39
seconds
Platform:
General Web
Format:
pre-roll

Attention

Attention score
56.14
Benchmark:
35.84
Your creative
Benchmark
0
100
56.14
Benchmark:
55.18
Your creative
Benchmark
0
100
56.14
Benchmark:
49.67
Your creative
Benchmark
0
100
56.14
Benchmark:
41.06
Your creative
Benchmark
0
100
56.14
Benchmark:
53.77
Your creative
Benchmark
0
100
56.14
Benchmark:
32.26
Your creative
Benchmark
0
100
56.14
Benchmark:
46.54
Your creative
Benchmark
0
100
56.14
Benchmark:
43.82
Your creative
Benchmark
0
100
56.14
Benchmark:
40.6
Your creative
Benchmark
0
100
56.14
Benchmark:
75.59
Your creative
Benchmark
0
100
56.14
Benchmark:
49.14
Your creative
Benchmark
0
100
56.14
Benchmark:
57.38
Your creative
Benchmark
0
100
56.14
Benchmark:
56.21
Your creative
Benchmark
0
100
Attention decay
Close
Click to expand
Active attention
1.47
seconds
Passive attention
4.93
seconds
Non attention
1.6
seconds
Platform:
YouTube
Format:
pre-roll non skippable

Attention

Attention score
63.42
Benchmark:
35.84
Your creative
Benchmark
0
100
63.42
Benchmark:
55.18
Your creative
Benchmark
0
100
63.42
Benchmark:
49.67
Your creative
Benchmark
0
100
63.42
Benchmark:
41.06
Your creative
Benchmark
0
100
63.42
Benchmark:
53.77
Your creative
Benchmark
0
100
63.42
Benchmark:
32.26
Your creative
Benchmark
0
100
63.42
Benchmark:
46.54
Your creative
Benchmark
0
100
63.42
Benchmark:
43.82
Your creative
Benchmark
0
100
63.42
Benchmark:
40.6
Your creative
Benchmark
0
100
63.42
Benchmark:
75.59
Your creative
Benchmark
0
100
63.42
Benchmark:
49.14
Your creative
Benchmark
0
100
63.42
Benchmark:
57.38
Your creative
Benchmark
0
100
63.42
Benchmark:
56.21
Your creative
Benchmark
0
100
Attention decay
Close
Click to expand
Active attention
3.72
seconds
Passive attention
2.67
seconds
Non attention
1.61
seconds

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 non skippable

With 4.16 seconds of Active Attention, Youtube pre-roll non-skippable is the most effective option for a small brand to achieve awareness objectives. More than 52% of the ad is actively consumed, ensuring strong message delivery before users disengage.

Complementary format
Tv-bvod
tv-bvod

A complementary choice for boosting engagement is Tv-Bvod tv-bvod. With 3.3 seconds of Active Attention and 4.22 seconds of Passive Attention, it enhances visibility and reach.

Reconsider format
General Web
outstream video

Formats with less than 0.78 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 56.1% of viewers are still engaged—delayed branding limits brand exposure, shift earlier for stronger impact.

Ad length and format
Needs Work

A 10-second ad is borderline for upper-funnel brand-building, as more time is often needed for storytelling and establishing new associations. For a small brand, maximizing impact is essential—consider slightly longer ad lengths, or at minimum, ensure messaging is concise and branding appears early to drive recognition.