The product advertising glossary
What is Thumb-stop rate?
Thumb-stop rate is an informal name for an early-attention metric. Advertisers often calculate it from short video views divided by impressions.
By Drizzle team
A practical example
A team might define a thumb stop as a three-second view. Another might use two seconds. Both reports need the event definition beside the percentage.
How to use it
Agree on one definition before a creative test. A high early-view rate with weak click and purchase results suggests that attention is not carrying through the offer.
Put it in a creative brief
Write down the event, asset, or workflow you mean by Thumb-stop rate before sharing a brief or report. For campaign measurements, keep the source and reporting window with the number. For creative work, attach an example so the team can assess the same thing.
Explore the creative testing guide, calculate campaign results with the ad metrics calculator, or return to the glossary.