Across all the apps and games in our portfolio, mobile video ads view rates reveal that attention starts dropping after just four seconds.
Today, attention is advertising’s most valuable currency, making the hook—the opening of each video—the most crucial element of the ad creative.
What makes a great hook?
- Straight to the point: Within the first 2 seconds of your ad, it should be blatantly clear what’s happening.
- Add movement: Movement, whether fast and dynamic or slow and hypnotic, is a great way to catch the eye.
- Evoke curiosity: Implement elements that give the viewer no choice but to continue watching.
- Create humorous, shocking, or awe moments: Play with emotions. You can never go wrong with a good WTF moment!
- Use all the tools at your disposal: Not just visual, but audio, SFX, voice-over, and text.
For research, ad intelligence platforms like Apptica can help you spot top-performing creatives by showing which ads have the highest volume of impressions and how long they stay live.
Let’s look at 10 examples of strong creative hooks:
1. Tension you can feel
A woman speaks calmly as a rope tied to her hair is pulled by a moving car. In the end, nothing happens…but as you watch, heart racing, wondering, “Is it long enough?” The tension alone keeps you hooked.
2. The Random Choice Game
A dart hits a map. A bottle spins. A finger hovers over choices scribbled on paper. You can’t look away…you need to see what wins. It taps straight into our brain’s curiosity loop.
3. Breaking the 4th wall (literally)
The screen shatters. It fogs up. A character wipes it from the inside. These tricks pull viewers in, turning them from passive watchers into active participants.
4. Launching into action (no setup needed)
A character gets slingshotted into chaos. Someone crashes into the frame—skiing, surfing, skydiving. It’s instant adrenaline, like a nonstop Crash Bandicoot level.
5. The micro-celebrity cameo
Even 2–3 seconds of a recognizable face can be enough to hook fans. Merge games, casual sims, and UGCs especially love to use this technique—it creates instant recognition and emotional investment
6. Visual candy (for your brain)
Gems fall. Coins pour. Soap gets cut. These oddly satisfying visuals are sticky,especially when layered under podcast shots or voiceovers. They create pure dopamine in video form.
7. An action you need to succeed
The ad begins mid-action: a penalty kick, a near-miss frisbee catch, a daring parkour jump. No setup needed; the anticipation hooks us instantly.
8. Revealing the twist first
Open with the wildest, most emotional moment: someone shrieking with joy, sobbing, or making a dramatic revelation.
9. Sounds that hit the body
A mosquito buzz. A kitten’s mew. A siren in the distance. These are physical triggers. We react before we even realize it, making the video hard to scroll past:
10. A visual mismatch that begs for a story
A biker in a tutu. A bride in a swamp. A toddler in a suit giving a TED Talk. The contrast is so powerful, it demands context. And context equals watch time.
By implementing these techniques, you can significantly improve your mobile video ad engagement. It’s not a bad idea to create one master video with two alternative openings to increase the chances of success—just like we did for Sunshine Island in the example below.
Experiment, analyze what works best for your audience, and remember that those first four seconds are your golden opportunity to capture and keep attention.
