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 key, and not all impressions are created equal.’
Raphaël Pivert, Deputy Director – GroupM Data & Analytics France
As a marketer, you’re used to high-pressure situations
But this year, with major events postponed or cancelled and advertising budgets slashed, you’re feeling the squeeze in a whole new way. Doing more with less has become the norm – but video ads on Pinterest may give you the solution you need to do just that.
Viewability is key, 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 view rates for Pinterest video ads are three times higher than those of the other mobile platforms.1
Advertisers want to attract an engaged audience. Pinterest has that in spades: Users are 1.4 times more likely to take a shopping-related action on Pinterest than users on other platforms.2 This means that, with the same frequency and budget, your video ad can have more of an impact than anywhere else.
आपके विज्ञापन कैसे देखे जाते हैं
कुछ प्रदाता कैसे देखने योग्य इम्प्रेशन रिपोर्ट करते हैं
MRC अनुपालक प्रदाता कैसे देखने योग्य इम्प्रेशन रिपोर्ट करते हैं
विज्ञापनदाताओं के लिए बेहतर परिणाम तीन चीज़ों पर निर्भर करते हैं:
Reach real people more effectively
A proper understanding of reach is the foundation of all successful advertising campaigns. But the real question is whether your ads reach your target audience effectively, and what actual impact they have.
At Pinterest, we take ad viewability and its potential impact on brand perception very seriously. According to WPP, the view rate for video ads on Pinterest was three times better than the average for social media platforms. 3
वीडियो आगे की राह दिखा रहा है
प्लेटफ़ॉर्म पर वीडियो विज्ञापनों की देखने योग्य पहुंच को मापने के लिए Pinterest की मापन टीम ने Kantar के ब्रांड लिफ़्ट इनसाइट्स समाधान के साथ भी काम किया। फ़्रांस, स्पेन, जर्मनी तथा यूके में 42 प्रचार-अभियानों का विश्लेषण करने के बाद, परिणाम 82% के औसत के साथ, 54% से लेकर 99% तक रहे। इसका अर्थ यह है कि प्रचार-अभियान देखने वाले 10 में से 8 से अधिक लोगों ने, 50% वीडियो देखा था और कम से कम दो सेकंड के लिए, कम से कम एक बार चलाया था।
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 your target audience as effectively as possible
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.
But reach and frequency are two sides of the same coin. Advertisers want their target audience to see their ad as many times as it takes for them to make a decision. But how many times is enough? It all depends on the platform.8
On Pinterest, it’s easier to reach a higher percentage of your target audience with the same budget. With international user growth at 30% year on year and a favourable auction dynamic for advertisers, Pinterest offers you a real opportunity to improve your engagement, even for target audiences where there is a lot of competition. Plus, other platforms don’t have Pinterest’s uniquely engaged, action-oriented audience. To recap, users on Pinterest are 1.4 times more likely to take a shopping-related action than users 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.
यह आपके लिए क्या मायने रखता है
पहुंच प्रचार-अभियान की प्रभावशीलता का प्रमुख चालक बनी रहेगी। परन्तु सभी पहुंच एक समान नहीं बनाई जाती। जैसे-जैसे दर्शकों की खपत बदलती है, मार्केटर को न केवल यह जानना होगा कि उनके वीडियो विज्ञापन कहां देखे गए, बल्कि यह भी कि उपभोक्ता यात्रा पर उनका प्रभाव पड़ा है या नहीं।
Pinterest ने Kantar के ब्रांड लिफ़्ट इनसाइट्स समाधान के साथ साझेदारी की है, ताकि इम्प्रेशन और व्यू जैसे पारंपरिक मेट्रिक्स से आगे जाकर जागरूकता, सोच-विचार और इरादे जैसे ब्रांड मेट्रिक्स पर विज्ञापनों के बढ़ते प्रभाव को मापना शुरू किया जा सके।
ज़्यादा से ज़्यादा लोगों तक पहुंचने का लक्ष्य रखने की जगह, इस बात पर ध्यान दें कि आगे बढ़ने के लिए क्या ज़रूरी है: ध्यान और जुड़ाव। उपभोक्ता एक खास सोच लेकर Pinterest पर आते हैं। वे प्रेरणा चाहते हैं, इरादे से भरे होते हैं और कार्रवाई करने के लिए तैयार रहते हैं। यह सरल है: आपके दर्शक जहां सबसे अधिक जुड़े होंगे, वहीं विज्ञापन खर्च अधिक होगा।
Pinterest पर मौजूद लोग भविष्य के बारे में सोचते हैं जो इस प्लेटफ़ॉर्म का उपयोग योजना बनाने और आगे देखने के लिए करते हैं— हो सकता है आपका कंटेंट वही हो जिसकी उन्हें तलाश है। प्रतिस्पर्धा से पहले, यहां उन तक पहुंचें और उनकी ज़रूरत का समाधान बनें।
Pinterest पर विज्ञापन देने के लिए यह सबसे बेहतरीन वक्त है