Slash CPM by 15% with Stronger Creative
Colin Pye
Creative quality doesn’t just influence clicks or engagement. It has a measurable impact on how much you pay to deliver your ads.
On platforms like Meta, YouTube and TikTok, auctions don’t rely on bid amounts alone. They also consider how well an ad captures attention and holds engagement. That means two creatives with the same spend can have very different outcomes.Whether optimizing for Reach or Views, the auction always considers Audience Engagement – how the quality of the ad triggers interest to influence the outcome.
How Ad Attention Influences Cost
Auctions on social platforms include more than just a monetary bid, your position in the auction is also tied to the expected user experience – to which attention and emotion are major contributors.
Ads that capture and retain attention consistently receive lower CPMs. The opposite is true for creatives that lose interest quickly and don’t trigger emotional reactions. 
(Example illustration based on a 2025 05 CPG study. Cutting out low performers typically gain between 12% to 15% efficiency)
Attention Potential Score
The Attention Potential Score is a 0–100 predictive rating that estimates how likely an ad is to capture attention and generate a positive response.
The score measures human attention (eyes on screen) and emotions (facial expressions) in response to creative content through first-party webcam studies. Built from 336 billion+ frames of viewing time mapped to attention and emotion data, collected from over 90,000 video ads and 18 million human participants. This human data was modeled to create the Attention Potential Score, which is mapped to sales outcomes and enables instant scoring of any ad.
This scoring enables creative and media teams to gauge performance early in the process, refine content as needed, and make more confident decisions before launch.
Score Ranges:
Same Budget, Different Outcomes
Imagine launching a campaign with five creative variations. You assign them the same budget, audience, and objective. From a planning perspective, it looks balanced.
But the platform doesn’t treat each creative equally. It monitors performance quickly, redirecting budget to the ads that are more likely to deliver results. One creative might achieve twice the reach of another or reach the same audience for half the cost.
Without a way to evaluate attention potential before launch, you’re relying on the platform to sort it out after media spend has already started. You’re essentially placing hope on a “black box”, with limited understanding of why you win more impressions or not.
Bridging the Gap Between Creative and Media
Too often, creative is evaluated subjectively while media is measured purely by cost or conversion. But when quality directly influences delivery efficiency, teams need shared visibility into performance potential.
With PreView, teams can:
