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.
광고 표시 방법
몇몇 제공업체의 조회 가능한 노출수 보고 방법
MRC 준수 제공업체의 조회 가능한 노출수 보고 방법
광고주에게 결과 개선을 좌우하는 요소는 다음 세 가지입니다.
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
요즘 대세는 동영상
Pinterest 측정 팀은 Kantar와 협력하여 BLI(Brand Lift Insights) 솔루션을 통해 자사 플랫폼에서 제공하는 동영상 광고의 노출 범위를 측정했습니다. 프랑스, 스페인, 독일, 영국에서 42개 캠페인을 분석한 결과, 그 범위는 54%~99%이고 평균은 82%였습니다. 다시 말해 캠페인을 접한 사람 10명 중 8명 넘게 동영상을 50% 이상 시청했고, 한 번 이상 최소 2초 재생했음을 의미합니다.
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.
이러한 상황의 의미
도달 범위는 앞으로도 캠페인 효과를 결정짓는 주요 동인으로 작용할 것입니다. 하지만 도달 범위라고 전부 똑같은 것은 아닙니다. 마케팅 담당자는 독자의 소비 변화 양상에 따라 동영상 광고가 어디에 노출되었는지 알아야 할 뿐 아니라, 동영상 광고가 소비자 여정에 영향을 미쳤는지도 파악해야 합니다.
Pinterest는 Kantar의 Brand Lift Insights 솔루션을 이용해 노출수나 조회수와 같은 기존 지표에서 벗어나 광고가 브랜드 인지도, 고려, 의도와 같은 지표에 미칠 수 있는 점진적인 영향력을 측정하고 있습니다.
최대한 많은 사람에게 다가가는 것을 목표로 하지 말고, 실제 성과를 좌우하는 요소인 관심도와 참여도를 고려하세요. Pinterest 사용자는 다른 플랫폼과는 다른 특별한 목적의식을 가지고 있습니다. 이들은 아이디어를 찾고 있고, 의지가 넘치며, 행동할 준비가 되어 있습니다. 원리는 간단합니다. 독자가 가장 적극적으로 참여하는 곳에서 광고 지출의 효과가 더 뛰어난 법입니다.
Pinterest 사용자는 플랫폼을 이용해 계획을 세우고 전망하며 미래를 생각하는 사람들입니다. 여러분의 콘텐츠가 이들이 찾는 바로 그 콘텐츠일지 모릅니다. Pinterest에서 경쟁자보다 먼저 독자에게 도달하고 그들에게 필요한 솔루션을 제공하세요.
Pinterest에 광고를 게재하기 가장 좋은 시기