Pinterest and GroupM team up to analyse video ad viewability
This analysis shows that the MRC view rates on Pinterest are three times higher than the average rates on comparable mobile platforms.
‘Viewability is key, and not all impressions are created equal.’
Antoine Le Nôtre, Head of Measurement & Insights, Pinterest France, Southern Europe & Benelux
With many big events postponed or cancelled this year, and advertising budgets slashed, the pressure on marketing teams has ramped up yet another notch. Doing more with less has become the norm – but video ads on Pinterest may give you the solution you need to do just that.
According to IAB Europe’s report, Attitudes to Digital Video Advertising, nearly 60% of advertisers are investing in online video to grow their brand or gain a competitive advantage, while 40% of agencies are using it to tell brand stories.1 It makes sense to put ad spend where your audience is, but video ads can only be effective if they’re seen by real people.
Viewability is key, and not all impressions are created equal. That's why the Media Rating Council (MRC), based on its redefined measurement standard, now stipulates that in order for video to be considered viewable, 50% of its content must be visible on screen for at least two seconds and seen by a real person. What's more, only impressions that have really been viewed can be taken into account when measuring reach, frequency and Gross Rating Points (GRP) for video campaigns.
That's why Pinterest and GroupM have teamed up to gain a deeper understanding of how mobile platforms compare with each other in terms of viewability.
For an impression of a video ad to be considered genuine, the MRC requires 50% of the video to be seen for a minimum of two seconds by a real person.
At Pinterest, we agree with this approach. Here's why: Measuring reach without taking viewability into account can lead advertisers to believe that their campaign has reached a large portion of their target audience, when in fact, some people may not even have had 50% of the ad in view for at least two seconds when watching the video.
Pinterest partners with MOAT, Integral Ad Science (IAS) and DoubleVerify to measure the viewability of ads on the platform—third-party viewability vendors that are certified and accredited by the MRC. To better understand how mobile feed-based platforms compare in terms of video ad viewability, Pinterest teamed up with WPP in September 2019.
Five campaigns were selected by WPP based on the following criteria:
Campaigns that involved Pinterest and at least two other mobile feed-based platforms like Facebook, Instagram, Snapchat or Twitter
The same short video assets (five to 15 seconds) that ran across the platforms
Campaigns optimized for reach, brand awareness or video view
Results measured with a viewability vendor accredited by the MRC on the same campaign like MOAT or IAS
WPP analyzed 221 million video impressions across five brand campaigns in three verticals (beauty and personal care, food and drinks, luxury) from September 2019 to February 2020. Based on the MRC standard, video ads on Pinterest had a 3x better view rate compared to the average social media platform.
Additionally, the video completion rate on Pinterest (the percentage of times the ad played to the end) outperformed the average social media platform by 2x.
It's also important to remember that context is key. On Pinterest, there’s a natural alignment between what people are there to do (get ideas and inspiration) and what advertisers are there to do (enable them to act on that inspiration). That's why view rates for Pinterest video ads are three times higher than those of other mobile platforms where video ads can be skipped by users. Video ads on Pinterest are additive to the Pinner experience. They don’t interrupt, they inspire. And because there’s less organic video content on Pinterest overall compared to other platforms, it’s easier for video ads to capture the attention of Pinners.
In 2020, video views on Pinterest tripled.1 The bottom line: Pinterest video ads can be a great driver of ROI for marketers. That’s something to keep top of mind while planning for the rest of the year and beyond.