Pinterest and Kantar team up to measure viewable reach for video ads and their impact on brand metrics
Their analysis shows that video campaigns on Pinterest have an average viewable reach of 82%. Read on to find out more about this new metric.
According to Kantar, 79% of internet users in Spain watch an online video each week, compared to 70% in the UK, 62% in France and 60% in Germany.1
So it’s no wonder that video marketing is on the rise too. And advertisers are interested in knowing not only how many people have seen their video ads, but what impact they've had on viewers' purchasing behavior.
In 2020, video views on Pinterest were three times higher than the previous year.2 That’s one reason why Pinterest partnered with leading global research agency Kantar’s Brand Lift Insights solution to measure the effectiveness of video campaigns on the platform.
Just because an ad is served online or in an app doesn’t mean it will be seen by users. And if an ad isn’t seen at all, it can’t drive impact.
In an effort to handle this issue, the Media Rating Council (MRC) redefined its Cross-Media Audience Measurement Standard in September 2019 to foster a collective industry standard for measuring video ad performance. These new guidelines state that only viewable impressions should be counted to measure reach, frequency, and gross rating points (GRP) across media for video campaigns.
At Pinterest, we agree with this approach. Viewable impressions are a better way to measure media effectiveness. Here’s why: measuring reach without considering viewability gives advertisers a false impression that their campaigns achieve great reach and frequency while a portion of the exposed audience may not have actually watched the video for at least two seconds on half of its surface.
Pinterest is partnering with MOAT, Integral Ad Science (IAS) and DoubleVerify to provide its advertisers with relevant figures produced by these independent organisations – all accredited by the MRC. However, to measure this new metric, so valued by advertisers, Pinterest is also bringing Kantar into the picture.
Thanks to Kantar's Brand Lift Insights solution, Pinterest can measure the actual impact of its ads on brand awareness, brand consideration and purchase intent.
Pinterest provides data on ad frequency, format and exposure duration, which Kantar then overlays with brand lift insights. This allows advertisers to assess the viewable reach of their videos based on the respondents surveyed in each brand lift study.
‘This analysis enabled us to identify a correlation between viewable reach and message association uplifts. The investigation into viewable reach and its impact on brand metrics will continue in the coming months and we’re excited to see the outcomes of this.’
Nasya Okofu-Newman, advertising effectiveness expert at Kantar
The teams at Pinterest and Kantar recently measured the viewable reach of 42 video campaigns across four markets (France, England, Spain and Germany). What did they find? They found that the viewable reach of videos on Pinterest ranged from 54% to 99%, with an average of 82%. This means that on average, 82% of those targeted by the campaign saw at least one impression with 50% of the ad in view for a minimum of two seconds.
So who played their Pins right? The Consumer Packaged Goods (CPG) category, which is known for holding people’s attention with inspiring content such as recipes and beauty tutorials, had the highest viewable reach with an average of 86%.
Additionally, there’s a strong correlation between viewable reach and message association. In fact, higher viewability often improves the impact of a message on Pinterest. The precise impact of viewable reach on advertiser performance will continue to be investigated in the coming months.
By providing more insight into viewability, reach and impact on brand perception during video campaigns, Pinterest and Kantar are giving advertisers the key information that they need to optimise their ad spend and boost their return on investment.
Interested in measuring the viewable reach of your Pinterest campaigns? We're here to help! Just contact us at firstname.lastname@example.org.
These findings are based on a sample of 86,837 respondents to Kantar Brand Lift surveys across four countries (France, the UK, Spain and Germany) and nine categories (CPG, electronics, travel, financial services, entertainment, alcohol, telecom, auto and retail). The surveys were carried out in 2019 and 2020.