Creative Intelligence
Heista decoded 8 saas & software video ads and mapped their beat structure. Delivery dominates at 23.5% of total ad time. Here's the full structural breakdown with beat subtypes and efficiency data.
How saas & software ads distribute time across the 7-beat structure, compared to the cross-category average.
SaaS & Software
Cross-Category Avg
Compares saas & software time-per-beat against the cross-category average. Above 1.0 means saas & software ads spend more time on that beat. Below 1.0 means less.
41s
Avg Duration
5.9
Avg Beats per Ad
The most common beat subtypes in 8 decoded saas & software ads, showing which psychological mechanisms this vertical relies on.
Triggers completeness motivation. Hinting at a method engages the brain's desire for structured knowledge.
Triggers a prediction error. When something sounds wrong, the brain's threat-detection fires, demanding evaluation.
Hijacks the brain's narrative transport. Once a story begins, the viewer enters the scene and can't exit without resolution.
Exploits the information gap effect. The brain can't rest until it closes an open question, so the viewer cannot scroll away.
Triggers an orienting response. The brain involuntarily redirects attention toward unexpected stimuli, breaking scroll autopilot.
Every beat in this data was extracted from a real ad.
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