feat(web): Wave 4 — prose layouts + /policies on Tailwind typography
diff --git a/content/posts/2026/the-10-second-cold-ad-that-converts/index.md b/content/posts/2026/the-10-second-cold-ad-that-converts/index.md new file mode 100644 index 0000000..c41dfd4 --- /dev/null +++ b/content/posts/2026/the-10-second-cold-ad-that-converts/index.md @@ -0,0 +1,58 @@ +--- +title: "The 10-second cold ad that converts" +pubDate: 2026-04-05T20:04:46.000Z +updatedDate: 2026-04-05T20:04:46.000Z +draft: false +excerpt: "The 48-video funnel system we designed had one anchor format: a 9.9-second vertical cold ad. That is the top-of-funnel creative that introduces the brand to people who have never heard … Read more" +categories: + - Uncategorized +featured: + src: https://cdn.slist.net/posts/the-10-second-cold-ad-that-converts/cover.png + alt: "Smartphone displaying a vertical nightclub ad in darkness" +legacy_wp_id: 16074 +--- +The 48-video funnel system we designed had one anchor format: a 9.9-second vertical cold ad. That is the top-of-funnel creative that introduces the brand to people who have never heard of you. Every other format — event-specific pushes, warm retargeting, hot urgency ads — builds on what this single short clip establishes. + +Here is why 10 seconds works and how to build one that converts for nightlife. + +## Why 10 seconds is the right length + +Cold audiences scroll past anything longer than 15 seconds. They do not know you. They have no reason to care. But a 9.9-second vertical clip that hits the right emotional trigger can stop a thumb mid-scroll and plant a brand impression in under the time it takes to read a text message. + +The math on Meta ads supports this. Our efficiency benchmark: 1 ticket sale per $5-10 in ad spend. The 10-second format delivers this because it is cheap to produce, cheap to serve (short videos get favorable CPMs on Meta), and optimized for the one action that matters at the cold stage: a profile visit, not a purchase. + +Cold ads should never ask for a purchase. They ask for curiosity. The purchase comes later, from warm and hot retargeting.Diff truncated (65 lines total). View full commit on GitHub →
