Redefining reach: Why it matters for your brand
Not all impressions are created equal. Discover why you should be paying attention to who sees your video ads—and how reach on Pinterest drives better results in viewability, coverage and engagement than other platforms.
“Viewability is important—and not all impressions are created equal.”
Antoine Le Nôtre, Head of Measurement & Insights, Pinterest France, Southern Europe & Benelux
As a marketer, you’re used to high-pressure situations
But with major events postponed or canceled and advertising budgets slashed, you’re feeling the squeeze in a whole new way. Doing more with less is more important than ever—and video ads on Pinterest may be your solution.1
Viewability is important—and not all impressions are created equal. That’s why the Media Rating Council (MRC) redefined its Cross-Media Audience Measurement Standard. The new guidelines state that for a video to be considered viewable, at least 50% of the ad content must be visible on the screen for at least two seconds and viewed by a real person.
On Pinterest, there’s a natural alignment between what people are there to find (ideas and inspiration) and what advertisers are there to do (help them act on that inspiration). That’s why video ads on Pinterest have a 3x better view rate compared to the average social media platform.
Advertisers want to reach an engaged audience. And your audience is really engaged on Pinterest: Pinners are 1.4x more likely to take a shopping-related action on Pinterest compared to non-Pinners on other platforms.2 That means your video ad can run at the same frequency and with the same budget but reach a more engaged audience and drive more impact than other platforms.
Jak jsou vnímány vaše reklamy
Jak někteří poskytovatelé vykazují viditelná zobrazení
Jak zprostředkovatelé splňující požadavky MRC vykazují viditelná zobrazení
Lepší výsledky pro inzerenty závisí na třech věcech:
Reach real people more effectively
Getting reach right is the foundation of any great awareness campaign. But the big question is whether your ads reach your audience effectively—and ultimately deliver impact.
At Pinterest, we take the viewability of ads and their potential impact on brand metrics very seriously. According to WPP, video ads on Pinterest have a 3x better view rate compared to the average social media platform.3
Video je v čele
Tým měření Pinterestu se také spojil s řešením Brand Lift Insights společnosti Kantar s cílem měřit míru zobrazení videoreklam na platformě. Po analyzování 42 kampaní ve Francii, Španělsku, Německu a Spojeném království se výsledky pohybovaly od 54 % do 99 % s průměrem 82 %. To znamená, že více než 8 z 10 lidí, které kampaň oslovila, mělo zobrazeno 50 % plochy videa a alespoň jednou si přehrálo alespoň dvě sekundy.
Reach the right people
The power of Pinterest comes straight from our audience—that’s what makes it so unique for marketers.
It’s where people plan for their personal lives
Pinterest is personal media, not social media. It’s where people plan for their future, not post pictures from their past. And when they plan, they start their searches early. When they’re still undecided on what they want and are looking for inspiration to help guide them as they start to make their decisions.
It’s where people take action early
This unique mindset is enforced by the fact that 97% of the top searches on Pinterest are unbranded.4 That means that people come looking for something in particular but not a brand in particular—yet. Which means you could be the brand that reaches them first.
It’s where people spend more, more often
With 17 million monthly unique viewers in France, a lot of different kinds of people are on Pinterest.5 But they do have some things in common: They tend to have higher incomes and they plan, spend and buy more than on other platforms.6
You have the opportunity to put relevant content in front of this engaged audience, increase consideration and influence purchase decisions. Because reaching people where they are most attentive and action-oriented is more important than simply trying to reach as many people as possible.
Reach more of your target audience
Reach and frequency go hand in hand when it comes to media planning and buying—reach delivers the audience while frequency repeatedly exposes that audience to the ad.
On Pinterest, it’s easier to reach a higher percentage of your target audience with the same budget.8 This is down to a growing user base (+30% YoY user growth internationally) and an auction dynamic that's favorable to advertisers.
Plus, other platforms don’t have Pinterest’s uniquely engaged, action-oriented audience. Pinners are 1.4x more likely to take a shopping-related action on Pinterest compared to non-Pinners on other platforms.9 That means your ad can run at the same frequency and with the same budget but reach a more engaged audience and drive more impact than other platforms.
Co to pro vás znamená:
Dosah bude i nadále klíčovým faktorem efektivity kampaně. Ale ne všechny dosahy jsou rovnocenné. S tím, jak se mění spotřeba publika, musí obchodníci vědět nejen to, kde se jejich videoreklamy zobrazily, ale také zda ovlivnily cestu spotřebitele.
Pinterest spolupracuje s řešením Brand Lift Insights společnosti Kantar na tom, aby místo tradičních metrik, jako jsou zobrazení a zhlédnutí, začal měřit inkrementální vliv, který mohou reklamy mít na metriky značky – povědomí, zvažování a záměr.
Místo toho, abyste oslovili co nejvíce lidí, uvědomte si, co více pohne ručičkou: pozornost a projev zájmu. Spotřebitelé přicházejí na Pinterest s jedinečným záměrem. Hledají inspiraci a jsou připraveni podniknout další kroky. Je to jednoduché: výdaje na reklamu budou efektivnější, když oslovíte zaujaté publikum.
Uživatelé na Pinterestu jsou vizionáři, kteří tuto platformu používají k plánování a pohledu do budoucna – váš obsah by mohl být přesně tím, po čem pátrají. Oslovte je nejprve tady, dříve než konkurence, a buďte řešením, které hledají.
Ještě nikdy nebyla lepší doba pro inzerování na Pinterestu