Back to Glossary
Creative
Hold Rate
The percentage of viewers who watch 50% or more of a video ad. Measures whether your creative sustains attention after the initial hook. A high hook rate with a low hold rate indicates a strong opening but weak middle content. For direct response ads, hold rate correlates with conversion intent - people who watch most of your video are significantly more likely to click and purchase.
Why it matters
It separates an ad that grabbed attention from one that kept it, which is the difference between a hook that works and a message that lands.
In practice
Compare across ads that share a hook. If hold varies while the opening is constant, the problem is in the middle of the ad, not the start.
Related terms