Hook
DefinitionCreative Strategy
Hook
The opening device of an ad - the first seconds, frame or line whose only job is to earn the next few seconds of attention. On feed platforms most viewers never get past it, which is why hook rate is graded before anything else.
Evidence from the library
~2xEmotional, distinctive opening seconds roughly double the brand memories built at any attention level.PrincipleSkippable ads start weaker than non-skippable ones and then overtake themPrinciple1924The funnel survived because it made ad inventory easy to sell, not because it was ever accuratePrincipleBuild, Nudge and Connect - the funnel rewritten around how memory works rather than how inventory sellsPrincipleA 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.Principle
Source
Marketing Definitions
standard performance creative practice
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