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.
Como são vistos os teus anúncios
Como é que alguns fornecedores comunicam as impressões de visualizações
Como é que os fornecedores em conformidade com o MRC comunicam as impressões de visualizações
Os melhores resultados para anunciantes dependem de três fatores:
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
O vídeo assume a liderança
A equipa de Medição do Pinterest também se uniu à solução Brand Lift Insights da Kantar para medir o alcance visível dos anúncios em vídeo na plataforma. Após uma análise a 42 campanhas em França, Espanha, Alemanha e Reino Unido, os resultados apresentaram uma variação entre 54% e 99%, com uma média de 82%. Isto significa que 50 % do vídeo foi visualizado e reproduzido durante pelo menos dois segundos, no mínimo uma vez, para mais de 8 em cada 10 pessoas alcançadas pela campanha.
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.
O que isto significa para ti
O alcance continuará a ser um fator-chave na eficácia da campanha. No entanto, nem todo o alcance é criado da mesma forma. À medida que o consumo do público-alvo muda, os profissionais de marketing precisam de saber não apenas onde os anúncios em vídeo foram visualizados, mas também se tiveram ou não impacto no percurso do consumidor.
O Pinterest tem uma parceria com a solução Brand Lift Insights da Kantar para superar as métricas tradicionais, como impressões e visualizações, e começar a medir o impacto incremental que os anúncios podem ter agora nas métricas da marca, como a notoriedade da marca, a consideração e a intenção.
Em vez de tentares alcançar o maior número possível de pessoas, pensa no que faz a diferença: atenção e interações. Os consumidores acedem ao Pinterest com uma mentalidade única. Procuram inspiração, cheios de intenção, e estão prontos para agir. É simples: os gastos com anúncios renderão mais aqui, onde o público-alvo está mais envolvido.
Os utilizadores do Pinterest são pensadores do futuro que usam a plataforma para planear e antecipar: o teu conteúdo pode ser exatamente o que procuram. Chega até eles por aqui em primeiro lugar, antes da concorrência, e sê a solução de que precisam.
É o momento ideal para anunciar no Pinterest