After months of tests with select brands, Pinterest has officially unveiled to its advertisers a new video format.
First developed in May this year, Pinterest has now made this new video format available to all advertisers, including its self-serve tool Ads Manager. eMarketer projects that this video format will drive digital video ad spending up to $17B in 2018 alone.
Promoted Video at max width spans across the two column feed on Pinterest, offering brands enhanced ability for storytelling. With this new format, the advertiser’s video content is shown where users are browsing such as home feed, following tab and in search on mobile.
Pinterest has seen good results with the test campaigns from brands such as John Lewis and adidas. John Lewis saw a 20 per cent increase in brand awareness and 33 per cent increase in purchase intent A CPG beauty brand also saw a 23 per cent share increase in message association. In a recent World Cup max width video campaign, one of adidas’ videos saw a 12.6 per cent surge in ad awareness amongst those who viewed the video.
Eva Botjos, Senior Manager of the Social Media Marketing Team for John Lewis said, “We are excited to see such positive results from our first Promoted Video at max width campaign. We used this new Pinterest format to promote our new nursery furniture collection. Not only did we see strong lifts in brand awareness, we saw purchase intent rise by 33 per cent as well. ”
In the past year, the number of videos on Pinterest has grown by 180 per cent. According to Neurons Inc. eye tracking study, both brand storytelling and instructional videos (like how-tos or demos) resonate with Pinners, making it easy for brands to share different types of content on Pinterest.
