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.
Cara iklan anda dilihat
Cara sesetengah penyedia melaporkan tera yang boleh dilihat
Cara penyedia yang mematuhi MRC melaporkan tera yang boleh dilihat
Hasil yang lebih baik untuk pengiklan bergantung pada tiga perkara:
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
Video sedang mendahului
Pasukan Pengukuran Pinterest juga bekerjasama dengan penyelesaian Cerapan Tingkatan Jenama Kantar untuk mengukur jangkauan boleh lihat iklan video pada platform. Selepas menganalisis 42 kempen di seluruh Perancis, Sepanyol, Jerman dan UK, hasil analisis tersebut adalah antara 54% hingga 99% dengan purata sebanyak 82%. Ini bermakna bahawa untuk lebih daripada 8 dalam 10 individu yang dicapai oleh kempen, 50% daripada video telah dilihat dan dimainkan paling kurang selama dua saat sekurang-kurangnya sekali.
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.
Maksud perkara ini untuk anda
Jangkauan akan terus menjadi pemacu utama keberkesanan kempen. Tetapi tidak semua jangkauan dicipta sama. Apabila penggunaan khalayak berubah, pemasar perlu mengetahui bukan sahaja tempat iklan video mereka dilihat, tetapi sama ada iklan video tersebut mempunyai kesan atau tidak pada perjalanan pengguna.
Pinterest bekerjasama dengan penyelesaian Cerapan Tingkatan Jenama Kantar untuk melangkaui metrik tradisional seperti tera dan pandangan serta mula mengukur kesan tambahan yang boleh diberikan oleh iklan sekarang pada metrik jenama seperti kesedaran, pertimbangan dan niat.
Daripada menyasarkan untuk mencapai seramai orang yang mungkin, pertimbangkan perkara yang mencetuskan tindakan: perhatian dan penglibatan. Pengguna datang ke Pinterest dengan pemikiran yang unik. Mereka mencari inspirasi, penuh dengan niat dan bersedia untuk mengambil tindakan. Mudah sahaja: Perbelanjaan iklan akan pergi lebih jauh di sini tempat khalayak anda paling banyak terlibat.
Orang di Pinterest adalah pemikir masa depan yang menggunakan platform untuk merancang dan memandang ke hadapan—kandungan anda mungkin perkara yang mereka cari. Jangkau mereka di sini dahulu, sebelum pesaing anda, dan jadilah penyelesaian yang mereka perlukan.
Tidak pernah ada masa yang lebih baik untuk menyiarkan iklan di Pinterest