Hold rate
DefinitionGrowth
Hold rate
The share of viewers still watching deeper into a video ad, commonly measured at 15 seconds or as ThruPlay completion. Where hook rate grades the opening, hold rate grades the story - creative teams like Eucalyptus scale spend into ads with strong hook and hold before trusting any conversion number.
Evidence from the library
A YouTube ad click pauses the video, so its conversions surface later as brand search and direct traffic - without a lift study the ad looks like it failed.Principle30 secondsBuying past thirty seconds buys length the attention curve no longer pays forWarning<2.5sSocial ads are watched for less than three secondsStatdevice ads mostly above 70% fluencyA recurring character makes correct brand attribution close to automaticPrinciple+23%Creator ads on short-form video can deliver 23% more Brand Memory Lift than brand-made ads - but only with disciplined execution.Stat
Source
Marketing Definitions
performance creative convention from Meta ads reporting; Eucalyptus practice (Tracksuit x MagicBrief webinar, 2025)
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