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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.

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Bagaimana iklanmu dilihat

Grafik ponsel, dengan piksel jarak dekat yang diperbesar di layar.
≥1 Piksel

Bagaimana beberapa penyedia melaporkan tayangan yang bisa dilihat

Grafik ponsel yang menunjukkan iklan ditampilkan di setengah bagian bawah layar.
≥50% piksel

Bagaimana penyedia yang mematuhi MRC melaporkan tayangan yang bisa dilihat

Hasil yang lebih baik bagi pengiklan bergantung pada tiga hal:

Visibilitas iklan yang lebih tinggi
Audiens yang berinteraksi secara unik dan berpusat pada tindakan
Audiens target yang besar

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

Find out more
Woman checking her phone
"Analisis ini memungkinkan kami mengidentifikasi korelasi antara jangkauan yang dapat dilihat dan asosiasi pesan." – Nasya Okofu-Newman, pakar efektivitas Periklanan, Kantar

Video menjadi yang utama

Tim Pengukuran Pinterest juga bekerja sama dengan solusi Brand Lift Insights Kantar untuk mengukur jangkauan iklan video yang dapat dilihat di platform. Setelah menganalisis 42 kampanye di seluruh Prancis, Spanyol, Jerman, dan Inggris, hasilnya berkisar antara 54% hingga 99% dengan rata-rata 82%. Artinya, untuk lebih dari 8 dari 10 orang yang dijangkau oleh kampanye, 50% video ditampilkan dan diputar setidaknya sekali selama minimal dua detik.

Pelajari selengkapnya
People planting a plant
€90k+Pinterest reaches 1 in 4 French households with income greater than €90

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.

Blue couch
4.2 MillionFor just €3.30 CPM, Airbnb ran an ad 12 times and reached 4.2m people in four weeks.

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.

Apa artinya bagi kamu

Jangkauan akan terus menjadi pendorong utama efektivitas kampanye. Namun, tidak semua jangkauan diciptakan sama. Saat konsumsi audiens berubah, marketer perlu mengetahui di mana iklan videonya dilihat, dan apakah iklan tersebut berdampak pada perjalanan konsumen atau tidak.

1. Sadari keuntungan dalam jangkauan tayangan

Pinterest bermitra dengan solusi Brand Lift Insights milik Kantar untuk melampaui metrik tradisional seperti tayangan dan view, lalu mulai mengukur dampak tambahan yang dimiliki iklan pada metrik merek seperti kesadaran (merek), pertimbangan, dan niat.

2. Pilih audiens yang paling penuh perhatian

Alih-alih berusaha menjangkau sebanyak mungkin orang, pertimbangkan apa yang menggerakkan sesuatu: perhatian dan keterlibatan. Konsumen datang ke Pinterest dengan pola pikir yang unik. Mereka mencari inspirasi, penuh niat, dan siap mengambil tindakan. Sederhana saja, menggunakan iklan akan lebih menguntungkan di sini dengan adanya audiens yang paling berinteraksi.

3. Hadirlah di tempat yang seharusnya

Pengguna Pinterest adalah pemikir masa depan yang menggunakan platform untuk merencanakan dan menantikan konten. Kontenmu bisa jadi yang mereka cari. Jangkau mereka di sini terlebih dahulu, dan jadilah solusi yang mereka butuhkan.

Sekaranglah waktu terbaik untuk beriklan di Pinterest

Get the guide
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