Creative Intelligence
Heista decoded 12 cleaning & household video ads and mapped their beat structure. Delivery dominates at 19.6% of total ad time. Here's the full structural breakdown with beat subtypes and efficiency data.
How cleaning & household ads distribute time across the 7-beat structure, compared to the cross-category average.
Cleaning & Household
Cross-Category Avg
Compares cleaning & household time-per-beat against the cross-category average. Above 1.0 means cleaning & household ads spend more time on that beat. Below 1.0 means less.
43s
Avg Duration
6.9
Avg Beats per Ad
The most common beat subtypes in 12 decoded cleaning & household ads, showing which psychological mechanisms this vertical relies on.
Creates cognitive dissonance. When a fact clashes with beliefs, the brain demands resolution, locking attention.
Activates the amygdala through emotional charge. Strong reactions, even negative ones, override the impulse to scroll.
Exploits the information gap effect. The brain can't rest until it closes an open question, so the viewer cannot scroll away.
Triggers a prediction error. When something sounds wrong, the brain's threat-detection fires, demanding evaluation.
Engages the brain's goal-tracking system. Once a challenge is framed, the viewer needs to see the outcome for closure.
Every beat in this data was extracted from a real ad.
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