Decoding the Hook: A Multimodal LLM Framework for Analyzing the Hooking Period of Video Ads

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Abstract

Video-based ads are a vital medium for brands to engage consumers, with social media platforms leveraging user data to optimize ad delivery and boost engagement. A crucial but under-explored aspect is the 'hooking period', the first three seconds that capture viewer attention and influence engagement metrics. Analyzing this brief window is challenging due to the multimodal nature of video content, which blends visual, auditory, and textual elements. Traditional methods often miss the nuanced interplay of these components, requiring advanced frameworks for thorough evaluation. This study presents a framework using transformer-based multimodal large language models (MLLMs) to analyze the hooking period of video ads. It tests two frame sampling strategies, uniform random sampling and key frame selection, to ensure balanced and representative acoustic feature extraction, capturing the full range of design elements. The hooking video is processed by state-of-the-art MLLMs to generate descriptive analyses of the ad's initial impact, which are distilled into coherent topics using BERTopic for high-level abstraction. The framework also integrates features such as audio attributes and aggregated ad targeting information, enriching the feature set for further analysis. Empirical validation on large-scale real-world data from social media platforms demonstrates the efficacy of our framework, revealing correlations between hooking period features and key performance metrics like conversion per investment. The results highlight the practical applicability and predictive power of the approach, offering valuable insights for optimizing video ad strategies. This study advances video ad analysis by providing a scalable methodology for understanding and enhancing the initial moments of video advertisements.