We're thrilled to announce that Promoted Video at max. width is available for all Pinterest advertisers, now with two formats to choose from when showcasing videos on Pinterest. Videos at standard width are the same size as all other Pins on Pinterest and videos at maximum width are ~4x bigger, spanning across Pinterest’s iconic two-column grid. In this case, bigger does mean better: we’ve seen increased engagement rates for this format as Pinners take notice of this high-impact video.
During our early tests for the max. width format, advertisers saw efficient costs-per-view and lifts in brand awareness metrics. In several studies done with Millward Brown, advertisers got blockbuster results for key awareness metrics. UK retailer John Lewis saw a 20% increase in awareness and 33% increase in purchase intent in a campaign promoting their new nursery collection.1 In a recent World Cup max. width video campaign, one of adidas' videos saw a 12.6% lift in ad awareness amongst those who viewed the video.2 A CPG brand that tested the format saw a 23% share increase in brand association for those who viewed their max. width video.3 Warner Bros. is also using Promoted Video at max width to publicize their new movie, Crazy Rich Asians.
Recent studies about video on Pinterest show that different types of content work well on the platform. Advertisers can test these different approaches to their videos to see what works best. Both brand awareness and instructional videos perform well with people on Pinterest.4 In addition, we’ve found:
Videos should include a logo and strong branding, ideally visible in the first few seconds. People will engage even more if products are integrated into the video.
Instructional videos tend to generate longer watch times and people save them more.
Keep your videos short, simple and focused on a key idea or message. 6-20 seconds is a sweet spot.
Look for this new option in Ads Manager starting today. If you’ve been working with a Pinterest sales rep or Pinterest Marketing Partner, you can reach out to them to get your campaigns up and running!
—Nancy Jeng, currently saving to Green Thumb
1Kantar Millward Brown; Brand Lift Insights study, July 2018
2Kantar Millward Brown; Brand Lift Insights study, July 2018 (view defined as 2-seconds, 50% in view)
3Kantar Millward Brown; Brand Lift Insights study, July 2018 (view defined as 2-seconds, 50% in view)
4Neurons Inc eye tracking study, commissioned by Pinterest, May 2018