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.
広告の表示方法
一部のプロバイダがビューアブルインプレッションを報告する方法
MRC（メディア・レイティング・カウンシル）準拠のプロバイダがビューアブルインプレッションを報告する方法
広告主が成果を向上させるために必要な 3 つの要素
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
動画アドの効果
また、Pinterest の計測チームは Kantar のブランドリフト調査ソリューションと提携し、Pinterest プラットフォームの動画アドのビューアブルリーチを計測。フランス、スペイン、ドイツ、英国で行われたキャンペーン 42 件を分析したところ、結果は 54% から 99% に及び、平均で 82% となりました。これは、キャンペーンを通じてリーチしたユーザー 10 人に 8 人以上が、動画の画面の 50% 以上を 2 秒以上見たことを意味します。
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.
必要な対応
リーチは、今後もキャンペーンの効果を高める重要な要素となるでしょう。しかし、すべてのリーチが同等なわけではありません。オーディエンスの消費が変化する中、マーケティング担当者は、動画アドがどこで視聴されたかだけでなく、ユーザージャーニーに影響を与えたかどうかを知る必要があります。
Pinterest は Kantar のブランドリフトインサイトソリューションと提携し、インプレッション数や視聴回数などの従来の指標だけではなく、認知度、比較検討、購入意向などのブランド指標に対する広告の増分効果を測定しています。
できるだけ多くの人にリーチすることを目指すのではなく、効果をもたらすもの、つまり関心やエンゲージメントを得るものは何かを考えましょう。Pinterest にアクセスするユーザーには、それぞれの考え方があります。彼らはインスピレーションを求めており、意欲的で、行動力があります。シンプルなことですが、オーディエンスのエンゲージメントが最も高いところで広告支出が増加します。
Pinterest ユーザーは、Pinterest を利用して計画を立て、将来を見据える、未来を考えるユーザーであり、あなたのコンテンツは、まさにユーザーが探しているものかもしれません。ユーザーが他のどこよりも先に最初にアクセスして、必要とするソリューションを得られる場所にしましょう。
今こそ、Pinterest アドを活用する絶好のチャンス