Fireteam shared their approach in this thread:
Here is the data on ad with a crazy thumb stop.
They are lighting the product on fire. It’s wild.
The Thumb Stop Ratio is 64%!
That’s an insane number at that level of spend.
A successful ad right?… well… what’s that other metric?
Oh.. that…. It’s called the Hold Rate. A custom metric.
Basically, the % of people that got FROM 3 seconds to 15 seconds.
15% is not good.
64% of people stopped… then 85% of people were like “this ain’t it chief” and scrolled.
If you want clicks, bump up that Hold Rate.
Here is the data on another ad with the same level of spend.
The thumbstop is worse… but still good.
That hold rate tho… People stopped then were INTO it!
Both ads are over a minute long. Here is the view charts for both.
The ad with the KILLER thumb stop has 11% of people left at 15 seconds.
The ad with the worse thumbstop but KILLER hold rate has 29% of people left at 15 seconds.
Those CPA’s too. So what’s up here?
The thumb stop is key, obviously but it NEEDS TO BE CONNECTED TO THE REST OF THE AD.
It’s the most important 3s of the ad so why WASTE it on something that isn’t related to the angle?
A no-context thumbstop effectively STARTS the ad at 3 sec, when half the people are left.
Are you looking for thumbstops or clicks to your website?
The people who CLICK are the people who STICK around.
Who absorb the content.
Not the people who were tricked into stopping.
If you liked the post, make sure to thank FireTeam