Case file: the cold open with no logo

Case file: the cold open with no logo

An advertiser stripped all branding from the first five seconds.

— Branded open (logo + name on frame one): 18% hold to second five.
— Unbranded cold open, brand revealed at second eight: 35% hold to second five.
— Conversion held steady, so the cheaper attention dropped cost per acquisition 24%.

Why it works: a visible logo in frame one is a signal that says "this is an ad, scroll past." Delay the reveal and the viewer commits before they classify it. ⭐ Pick of the week. The brand still lands — it just lands after the hook has done its job, not before.