Pinterest and Kantar team up to measure the viewable reach and impact of video ads
People are consuming media across more platforms and devices than ever before—and video is leading the way in Europe.
Video is more key than ever
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 increased more than 3x over 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.
Viewability is important
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.
Measuring the metrics that matter
Pinterest is partnering 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 get closer to impactful results that matter to brands, Kantar stepped in to measure the viewable reach of videos on Pinterest.
Thanks to its Brand Lift Insights solution, Pinterest can go beyond traditional metrics like impressions and views and measure the incremental impact that ads have on brand metrics like awareness, consideration, and intent.
Pinterest provides data on frequency, format, and video view duration, which Kantar then overlays with brand metrics to determine the viewable reach of videos.
Reach visible de referencia en Pinterest
“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
Reach real people more effectively
Pinterest’s Measurement team and Kantar recently analysed the viewable reach of 42 video campaigns across four markets (France, UK, Spain and Germany) on the platform.* The results: the viewable reach of videos on Pinterest ranges from 54% to 99% with an average of 82%. This means that an average of 82% of people reached by the campaign have seen at least one impression on 50% of the surface for two seconds or more.
The Consumer Packaged Goods category, an industry known for holding people’s attention with inspiring content like recipes and beauty tutorials, had the highest viewable reach: 86% on average.
Additionally, there’s a strong correlation between viewable reach and message association uplifts. Indeed, higher viewability results often lead to stronger message take-out on Pinterest. In the coming months, the investigation into viewable reach and its impact on brand metrics will continue.
With more insight into viewability, reach and brand perception change across video campaigns, Pinterest and Kantar are providing advertisers with the information they need to optimize their ad spend and foster their return on ad spend.
If you’re interested in measuring viewable reach for your campaign on Pinterest, please contact fr-partners@pinterest.com.
Survey Methodology:
*These findings are based on a sample of 86,837 respondents to Kantar Brand Lift surveys across four markets (France, UK, Spain, and Germany) and 9 categories (CPG, Electronics, Travel, Financial Services, Entertainment, Alcohol, Telecom, Auto and Retail). The surveys ran in 2019 and 2020.