What is hook rate?

Hook rate is the share of impressions that reach three seconds of a video ad. It isolates the performance of the opening seconds from the rest of the creative, and it is the first metric to look at when a video underperforms - a low hook rate is an opening problem, not an offer problem.

In practice

A useful working benchmark is that a hook rate below 20% means the opening is wrong, and above 35% means the opening is doing its job and any weakness lies further down the funnel. Because hook rate is cheap to move and expensive to ignore, most testing programmes should spend more of their variation budget on the first three seconds than on anything else.

Why it matters commercially

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Related terms

UGC video adCreative fatigueSponsored Brands VideoA+ contentListing videoAspect ratioSpark adsSafe zoneUsage rightsWhitelistingCatalogue videoPackshotAmazon Brand RegistryCreative testingLocalisation