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.
Wie deine Anzeigen gesehen werden
Wie einige Anbieter sichtbare Impressionen melden
Wie MRC konforme Anbieter sichtbare Impressionen melden
Bessere Ergebnisse für Werbetreibende basieren auf drei Dingen:
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
Videos sind wegweisend
Das Measurement-Team von Pinterest machte sich auch die Brand Lift Insights-Lösung von Kantar zunutze, um die sichtbare Reichweite von Videoanzeigen auf der Plattform zu messen. Nach der Analyse von 42 Kampagnen in Frankreich, Spanien, Deutschland und dem Vereinigten Königreich reichten die Ergebnisse von 54 % bis 99 % – mit einem Durchschnitt von 82 %. Das bedeutet, dass mehr als 8 von 10 von der Kampagne erreichte Nutzer*innen 50 % des Videos anschauten und es mindestens einmal zwei Sekunden lang abgespielt wurde.
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.
Was das für dich bedeutet
Die Reichweite wird auch weiterhin ein entscheidender Faktor für die Effektivität einer Kampagne sein. Aber Reichweite ist nicht gleich Reichweite. Da sich das Konsumverhalten von Zielgruppen ändert, müssen Marketer nicht nur wissen, wo ihre Videoanzeigen gesehen wurden, sondern auch, ob sie einen Einfluss auf die Customer Journey hatten oder nicht.
Pinterest arbeitet mit der Lösung „Brand Lift Insights“ von Kantar, um über traditionelle Metriken wie Impressions und Views hinauszugehen und den inkrementellen Impact zu messen, den Anzeigen jetzt auf Metriken wie Awareness, Markenpräferenz und Absicht haben können.
Anstatt zu versuchen, so viele Nutzer*innen wie möglich zu erreichen, solltest du dich auf die entscheidenden Dinge konzentrieren: Aufmerksamkeit und Interaktionen. Verbraucher*innen kommen mit einem einzigartigen Mindset zu Pinterest. Sie suchen nach Inspiration, voller Absicht und bereit, Maßnahmen zu ergreifen. Es ist ganz einfach: Die Werbeausgaben sind dort am effektivsten, wo deine Zielgruppe am aktivsten ist.
Pinterest-Nutzer*innen denken an die Zukunft. Sie nutzen die Plattform, um zu planen und sich auf das zu freuen, was kommt – dein Content könnte genau das sein, wonach sie suchen. Erreiche sie hier zuerst, bevor es deine Mitbewerber tun, und sei die Lösung, die sie brauchen.
Jetzt ist der optimale Zeitpunkt für eine Partnerschaft mit Pinterest.