How common is Closure Delivery in video ads?

Closure Delivery appears in 9% of the 172+ video ads decoded by Heista. It is most common in Home & Living ads (36%).

Which hooks trigger Closure Delivery?

The hooks most commonly associated with Closure Delivery are Curiosity spike, Open loop statement, Process teaser. These hooks activate the closure delivery mechanism as their primary psychological driver.

Psychological Mission / 9% of ads

Closure Delivery in Advertising

Resolves open loops and unanswered questions. The Zeigarnik effect makes incomplete patterns feel uncomfortable.

Frequency Across All Ads

9%of 172 decoded ads

16 ads activate Closure Delivery

Which Verticals Use It Most

Home & Living36%

Food & Beverage25%

Beauty & Skincare21%

Fashion & Apparel18%

Sports & Outdoors14%

Tech & Gadgets13%

Health & Supplements7%

Fitness6%

Which Hooks Trigger This Mission

From hookPsychCross data: hooks most associated with Closure Delivery activation.

Curiosity spike7 ads

Open loop statement5 ads

Process teaser1 ads

Data point start1 ads

Hidden truth reveal1 ads

Direct question hook1 ads

See all hook types and their psychology →

Related Missions

Hope Projection Empathy Connection Social Validation Behavioural Disruption Intrinsic Motivation

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Frequently Asked Questions

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Why Ads Work

All 16 psychological missions ranked by frequency.

Ad Hooks

Hook types that trigger this psychology.

Psychology Glossary

Academic definition of Closure Delivery.

Ad Formulas

Full ad structures that deploy psychological missions.

Ad Decoder

See Closure Delivery in a decoded ad.

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