On Ad Library: Active Creatives, Hooks & Emotional Drivers
Footwear3,549 On ads currently running on Meta. Hook archetypes, 15-dimension emotional scoring, format split by product collection.
On runs 3,549 active ads out of 5,333 total creatives across Facebook, Instagram, Messenger, Audience_network, Threads. Top format: Image. Updated 2026-08-25.
Ad Creatives Overview
Ad Format Breakdown
Based on 250 ads from Jul 26 – Aug 25, 2026
Top On Ads
How emotional scores work: GoMarble's AI analyzes each ad creative and scores it across 15 emotional dimensions on a 1–10 scale. These scores reflect how strongly an ad's visuals, copy, and tone are designed to trigger each emotional response in viewers. The scores below are averaged across On's 250-ad sample.
Emotional Profile: Video vs. Image
| Emotion | What It Measures | Video Ads | Image Ads |
|---|---|---|---|
| Achievement | Accomplishment, success | 4.7/10 | 8.9/10 |
| Competence | Mastery, skill, capability | 5.3/10 | 7.9/10 |
| Empowerment | Feeling capable and in control | 6.8/10 | 7.4/10 |
| Esteem | Self-worth, feeling valued and attractive | 4.9/10 | 6.4/10 |
| Curiosity | Wonder, desire to know more | 5.7/10 | 3.6/10 |
| Engagement | Interest, attention, involvement | 4.5/10 | 5.1/10 |
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On's Advertising Strategy: A Deep Dive
On runs one of the largest ad footprints in performance footwear, with 3,549 currently active creatives out of 5,333 total tracked on Meta's ad network. Based on a 30-day sample of 250 ads, the format split is 72% image and 28% video. On matches format to intent by product line: browse-and-buy destinations like best-sellers run 100% static images, while franchise launches such as the Cloudboom collection skew 69% video to explain the technology in motion.
On's video ads average 19 seconds and open with recognizable creator hooks: problem statements ("Most runners judge this shoe before they even try it"), direct address ("Have you seen this shoe before? If you've been following my running journey"), and concept reframes ("The real test of running shoes isn't when you're fresh. It is when your legs get heavy"). Many are UGC-style reviews from runners logging miles in the Cloudmonster 3 and Cloudmonster 3 Hyper, with lines like "The more I put in, the more it seems to give back."
On advertises across Facebook, Instagram, Messenger, Audience Network, and Threads. Across the sample, SHOP_NOW is the dominant call-to-action (194 ads), followed by LEARN_MORE (39) and SEE_DETAILS (16). The highest ad volumes point to best-sellers (51 ads), training (48 ads), the Cloudboom collection (39 ads), and marathon (24 ads) destinations.
Video Hook Patterns
"Most runners judge this shoe before they even try it. They see the bold design, the big cushioning..."
"Have you seen this shoe before? If you've been following my running journey..."
"The real test of running shoes isn't when you're fresh. It is when your legs get heavy."
"I thought I knew the meaning of running. Thought my why was about me, my journey and return to movement..."
Ad Transcription Excerpts
"Most runners judge this shoe before they even try it. They see the bold design, the big cushioning and assume it's just a soft everyday shoe but the real test of running shoes isn't when you're fresh ..."
"Have you seen this shoe before? If you've been following my running journey, you probably recognize the On Cloud Monster 3. I put a lot of miles in this shoe and it's become one of my favorite daily t..."
"Comparing the CloudMonster 3 to the CloudMonster 3 Hyper. What's the difference? I put a lot of miles in the Cloud Monster three, so I was really excited to test out the Cloud Monster Three Hyper."
"There's nothing that motivates me to get out the door for a run during the hotter summer months quite like a new pair of running shoes, and that is exactly what the On Cloud Monster 3 is doing for tod..."
"The more I put in, the more it seems to give back."
"When the race really starts at 22 miles, it's when you feel that matters."
Ad Format Strategy by Collection
| Collection | Ads | Video | Image |
|---|---|---|---|
| Best Sellers | 51 | 0% | 100% |
| Training | 48 | 25% | 75% |
| Cloudboom | 39 | 69% | 31% |
| Marathon | 24 | 21% | 79% |
| Running | 23 | 26% | 74% |
| Cloudmonster | 11 | 9% | 91% |
Emotional Targeting by Product
| Collection | Top Emotional Drivers | Positioning |
|---|---|---|
| Marathon | Achievement (9.0), Competence (8.0), Empowerment (7.0) | Race-focused |
| Training | Achievement (8.0), Empowerment (8.0), Competence (7.0) | Performance-driven |
| Cloudboom | Empowerment (7.1), Competence (6.3), Achievement (6.2) | Aspirational racing |
What makes On's ads effective?
On's ads score highest on empowerment (7.1/10), achievement (6.6/10), and competence (6.4/10) emotional drivers, a profile centered on capability and performance rather than lifestyle. Video creative leans on authentic runner testimonials — one transcription reads "The more I put in, the more it seems to give back" — while UGC content types appear alongside a dominant SHOP_NOW CTA. The result is a consistent path from a runner's first-person review to a product page.
Where does On advertise?
On runs ads across five Meta placements: Facebook, Instagram, Messenger, Audience Network, and Threads. In the 250-ad sample, Instagram appears on every ad, Facebook on 194, Threads on 129, Messenger on 127, and Audience Network on 126 — indicating broad cross-placement distribution rather than a single-platform focus.
How we analyze On's ads
GoMarble's AI continuously monitors ad creatives across Meta's Ad Library and other platforms. For each brand, we track active and inactive creatives, classify ad formats by examining actual media content (not Meta's delivery labels), and run every creative through our proprietary 15-dimension emotional scoring model.
Competitor identification uses AI-powered market analysis combining brand signals, product keywords, and category positioning. Format breakdowns are computed from a 30-day rolling sample of real ads, not platform-reported delivery formats. All transcriptions are extracted directly from video ad audio.
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On Creative Patterns & Ad Formats
Emotional Profile by Format: On's image and video ads carry markedly different emotional signatures. Static ads index far higher on achievement (8.9 vs. 4.7) and competence (7.9 vs. 5.3), presenting the shoe as a proven performance object. Video ads instead lead on curiosity (5.7 vs. 3.6) and empowerment (6.8), using creator narratives to draw viewers in before revealing the product.
Landing Page × Format Strategy: On's format choice maps to where a shopper sits in the funnel. Browse destinations like best-sellers run 100% image (51 ads) and the Cloudmonster page runs 91% image (11 ads), while the Cloudboom collection — a racing franchise — runs 69% video (39 ads) to demonstrate the technology. Training (75% image, 48 ads) and marathon (79% image, 24 ads) sit in between, mixing both formats.
Video Hook Patterns: On's video transcriptions cluster into four opening strategies: (1) Problem statements — "Most runners judge this shoe before they even try it"; (2) Direct address — "Have you seen this shoe before? If you've been following my running journey"; (3) Concept reframes — "The real test of running shoes isn't when you're fresh. It is when your legs get heavy"; and (4) Transformation — "I thought I knew the meaning of running." Each sets up a review arc that resolves with the shoe.
Emotional Targeting by Product: On's emotional profile shifts by destination. Marathon ads score highest on achievement (9.0/10) and competence (8.0/10) — race-focused messaging. Training ads pair achievement (8.0) with empowerment (8.0) — performance-driven framing. Cloudboom ads lead on empowerment (7.1/10) — aspirational racing. The pattern shows heavier achievement and competence scoring on the brand's fastest, most competitive product lines.
Platform-by-Platform Breakdown
Instagram: Every ad in the 250-ad sample appears on Instagram, making it the most consistent placement in On's distribution. Both image and video creatives run here, from single-product statics to runner-led review videos.
Facebook: 194 of 250 sampled ads run on Facebook. The placement carries the full mix of formats and the dominant SHOP_NOW CTA that directs to collection and product pages.
Messenger & Audience Network: 127 and 126 sampled ads respectively extend to Messenger and Audience Network, adding reach beyond the core feeds without separate creative production.
Threads: 129 sampled ads appear on Threads, a share comparable to Messenger and Audience Network, indicating On actively distributes to the newer placement rather than treating it as an afterthought.
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Large, image-led footprint: On runs 3,549 active ads out of 5,333 total, and a 30-day sample skews 72% image to 28% video.
Format follows funnel: best-sellers runs 100% image while the Cloudboom racing collection runs 69% video, tying format to shopper intent.
Performance-coded emotions: ads average 7.1/10 empowerment, 6.6/10 achievement, and 6.4/10 competence — a capability-first profile.
Static ads carry the achievement load: image creatives score 8.9/10 on achievement versus 4.7/10 for video, while video leads on curiosity.
UGC video at ~19 seconds: runner-led reviews open with problem-statement and direct-address hooks like "Have you seen this shoe before?"
SHOP_NOW leads the CTA mix: 194 of 250 sampled ads use SHOP_NOW, ahead of LEARN_MORE (39) and SEE_DETAILS (16).
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Frequently Asked Questions
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Want to dig deeper?
Editorial guides that cover the patterns showing up in On's ads.
A tactical walkthrough for analyzing any competitor's Meta ads.
The 4 UGC archetypes plus when UGC outperforms studio creative.
Format mix, emotional drivers, and CTA distribution by category.
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Lovingly assembled by GoMarble's AI — which analyzed 5,333 On creatives so you didn't have to. Tracking 1.5M+ ads across 80+ countries. Last updated: 2026-08-25.
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