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.
Hoe je advertenties worden gezien
Hoe sommige providers zichtbare impressies rapporteren
Hoe MRC-providers zichtbare impressies rapporteren
Adverteerders boeken betere resultaten, afhankelijk van drie dingen:
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 is toonaangevend
Het Measurement-team van Pinterest werkt ook samen met de Brand Lift Insights-oplossing van Kantar om het bereik van videoadvertenties op het platform te meten. Na het analyseren van 42 campagnes in Frankrijk, Spanje, Duitsland en het Verenigd Koninkrijk varieerden de resultaten van 54% tot 99%, met een gemiddelde van 82%. Dit betekent dat voor meer dan 8 op de 10 mensen die door de campagne zijn bereikt, 50% van het beeld te zien is geweest en de video minstens één keer minimaal twee seconden is afgespeeld.
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.
Wat betekent dit voor jou
Bereik blijft een belangrijke factor voor de effectiviteit van campagnes. Maar niet alle bereik is gelijk. Omdat de consumptie door het publiek verandert, moeten marketeers niet alleen weten waar hun videoadvertenties zijn gezien, maar ook of ze invloed hebben gehad op het consumententraject.
Pinterest werkt samen met de Brand Lift Insights-oplossing van Kantar om verder te kijken dan traditionele statistieken zoals impressies en weergaven. Nu kunnen we ook de toenemende impact meten die advertenties kunnen hebben op merkstatistieken zoals merkherkenning, overweging en intentie.
Probeer niet zo veel mogelijk mensen te bereiken, maar denk na over wat het verschil maakt: aandacht en betrokkenheid. Consumenten komen met een unieke mindset naar Pinterest. Ze zijn op zoek naar inspiratie, vol intentie en klaar om actie te ondernemen. Het is heel eenvoudig: je haalt meer uit je advertenties waar je doelgroep het meest betrokken is.
Mensen op Pinterest zijn toekomstgerichte denkers die het platform gebruiken om te plannen en vooruit te kijken. Jouw content is misschien wel precies wat ze zoeken. Bereik ze hier als eerste, vóór de concurrentie, en bied de oplossing die ze nodig hebben.
Er is nog nooit een beter moment geweest om op Pinterest te adverteren