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.
Come vengono visti i tuoi annunci
In che modo alcuni fornitori segnalano le impression visibili
In che modo i fornitori conformi all'MRC segnalano le impression visibili
Migliori risultati per gli inserzionisti si basano su tre cose:
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
I video sono fondamentali
Per misurare la viewable reach degli annunci video sulla piattaforma, il team di misurazione di Pinterest si avvale della soluzione di Kantar per il brand lift. L'analisi di 42 campagne condotte in Francia, Spagna, Germania e Regno Unito ha dato risultati che spaziano dal 54% al 99%, con un tasso medio dell'82%. Ciò significa che il 50% del video è stato visibile ed è stato riprodotto almeno una volta per almeno due secondi sugli schermi di più di 8 persone su 10, tra gli utenti raggiunti dalla campagna.
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.
Cosa significa per te
La reach continuerà a essere un fattore cruciale per l'efficacia di una campagna, tuttavia ci sono reach e reach. Mentre assistiamo a un'evoluzione delle modalità di consumo dei media da parte del pubblico, i marketer devono sapere non solo dove sono stati visti i propri annunci video, ma anche se hanno influenzato il percorso del consumatore.
Affidandosi alla soluzione per la misurazione del brand lift di Kantar, Pinterest va oltre le metriche tradizionali come impression e visualizzazioni e valuta anche l'impatto incrementale degli annunci su metriche come awareness, considerazione e intenzione.
Anziché mirare a raggiungere quante più persone possibile, considera cosa fa davvero la differenza: l'attenzione e le interazioni. I consumatori che arrivano su Pinterest hanno una predisposizione mentale davvero unica: cercano idee, sono fortemente motivati e sono pronti a compiere azioni. Più semplice di così, non si può: la spesa pubblicitaria è più efficace là dove il pubblico è più coinvolto.
I Pinner pensano al domani e usano la piattaforma per fare progetti per il futuro. I tuoi contenuti potrebbero rispondere alle loro richieste. Raggiungili su Pinterest prima dei tuoi competitor e offri loro la soluzione che stanno cercando.
Adesso è il momento migliore per fare pubblicità su Pinterest