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.
Slik blir annonsene din sett
Slik rapporterer noen leverandører synlig visninger
Slik rapporterer MRC-kompatible leverandører synlige visninger
Annonsører er avhengige av tre ting for å få bedre resultater:
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 viser veien
Pinterests målingsteam har også inngått et samarbeid med Kantars Brand Lift Insights-løsning for å måle den synlige rekkevidden til videoannonser på plattformen. Etter å ha analysert 42 kampanjer i Frankrike, Spania, Tyskland og Storbritannia, varierte resultatene fra 54 % til 99 %, med et gjennomsnitt på 82 %. Det betyr at for mer enn 8 av 10 personer som ble nådd av kampanjen, ble 50 % av videoen sett og avspilt i minst to sekunder minst én gang.
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.
Dette betyr det for deg
Rekkevidden vil fortsatt være en viktig driver for kampanjeeffektiviteten. Men ikke all rekkevidde er skapt lik. Etter hvert som målgruppens forbruk endres, må markedsførere ikke bare vite hvor videoannonsene deres ble sett, men også om de hadde innvirkning på forbrukerreisen eller ikke.
Pinterest samarbeider med Kantars Brand Lift Insights-løsning om å gå utover tradisjonelle beregninger som visninger, og begynne å måle den trinnvise effekten annonser kan ha nå på merkevarestatistikk som kjennskap, interesse og intensjon.
I stedet for å ha som mål å nå så mange som mulig, bør du heller tenke på hva som skaper oppmerksomhet og engasjement. Forbrukerne kommer til Pinterest med et unikt tankesett. De søker inspirasjon, er fulle av hensikter og klare til å handle. Det er enkelt: Annonsepengene strekker lenger der målgruppen din er mest engasjert.
Folk på Pinterest er fremtidsrettede og bruker plattformen til å planlegge og se fremover – innholdet ditt kan være akkurat det de leter etter. Nå dem her først, før konkurrentene, og vær løsningen de trenger.
Det har aldri vært et bedre tidspunkt å annonsere på Pinterest enn nå.