Hook

The first one to three seconds of an ad – the part that decides whether someone keeps watching.

A hook is the opening line and the first shot together. It has to stop the scroll and make the rest of the ad feel worth watching: a problem the viewer recognises, a surprising claim you can prove, a POV, a question.

Because the hook decides most of an ad's reach, performance teams test several hooks on the same body – the rest of the ad stays identical, so the result tells you which opening works.

Try it: Hook library

Related terms

Hook rate
Hook variant
Thumb-stop

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