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.
Cómo se ven tus anuncios
Cómo algunos proveedores informan las impresiones visibles
Cómo los proveedores que cumplen con MRC informan las impresiones visibles
Para obtener mejores resultados para los anunciantes, se necesitan tres cosas:
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
Los videos marcan el camino
El equipo de medición de Pinterest también utilizó la solución de insights para brand lift de Kantar para medir el reach visible de los anuncios de video en la plataforma. Tras analizar 42 campañas en Francia, España, Alemania y Reino Unido, los resultados variaron del 54% al 99%, con un promedio de 82%. Es decir que para más de 8 de cada 10 personas que alcanzó la campaña, un 50% del video estuvo en el campo de visualización y se reprodujo al menos dos segundos por vez.
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.
Qué significa esto para ti
El alcance seguirá siendo un factor clave para la eficacia de la campaña. Pero no todos los alcances son iguales. A medida que cambia el consumo por parte de la audiencia, los especialistas en marketing necesitan saber no solo dónde se vieron tus anuncios de video, sino también si tuvieron o no impacto en la experiencia del consumidor.
Pinterest se asocia con la solución Brand Lift Insights de Kantar para ir más allá de las métricas tradicionales, como las impresiones y las visualizaciones, y comenzar a medir el impacto incremental que los anuncios pueden tener en métricas de marca como el reconocimiento de marca, la consideración y la intención.
En lugar de intentar alcanzar a la mayor cantidad de personas posible, piensa en qué lleva a la acción: la atención y el engagement. Los consumidores acuden a Pinterest con un mindset único. Están buscando inspiración y están llenos de intención y listos para actuar. Es simple: el gasto en anuncios rendirá más donde tu audiencia esté más comprometida.
Los usuarios de Pinterest son pensadores a futuro que usan la plataforma para planificar y mirar hacia lo que viene; tu contenido podría ser justo lo que están buscando. Llega a ellos aquí primero, antes que la competencia, y sé la solución que necesitan.
Nunca hubo un mejor momento para publicar anuncios en Pinterest