Definition
Thumb-stop ratio describes how often an ad makes people stop scrolling. It is commonly used as another name for hook rate.
Thumb-stop ratio explained
Ads with high thumb-stop ratios use motion, faces, surprising visuals or text that names a problem in the first frame. Improving it is usually the cheapest way to lower costs.
Example
An ad that changes only its opening shot raises thumb-stop ratio from 18% to 30%.
See it in real ads
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