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.
Как отображаются ваши объявления
Как некоторые поставщики услуг сообщают о доступных для просмотра показах
Как поставщики, соответствующие требованиям Совета по рейтингам электронных средств информации, сообщают о доступных для просмотра показах
Лучшие результаты для рекламодателей зависят от трех вещей:
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
Важность видео
Команда Pinterest по измерениям совместно с решением Kantar Brand Lift Insights исследовала охват рекламных видео на платформе. Результаты анализа 42 кампаний во Франции, Испании, Германии и Соединенном Королевстве составили от 54 % до 99 % со средним значением около 82 %. Это означает, что более чем 8 из 10 человек в рамках кампаний хотя бы однажды воспроизводили видео в течение двух и более секунд, при этом 50 % или более от экрана видео было в поле их зрения.
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.
Вот что это означает для вас
Охват остается ключевым фактором эффективности кампании. Но охват может быть очень разным. Потребление аудитории меняется, и маркетологам необходимо не просто знать, где посмотрели их рекламные видео, но и понимать, повлияли ли они на путь потребителя.
Pinterest работает с решением Brand Lift Insights от Kantar, чтобы измерять не только такие традиционные показатели, как показы и просмотры, но и влияние рекламы на такие показатели бренда, как узнаваемость, рассмотрение и намерение.
Не стремитесь охватить как можно больше людей. Подумайте о том, что ими движет: внимании и вовлечении. Потребители приходят на Pinterest с уникальным мышлением. Они ищут вдохновение, полны намерений и готовы к действию. Все просто: расходы на рекламу будут хорошо окупаться, если ваша аудитория максимально вовлечена.
Пользователи Pinterest — это люди, которые смотрят в будущее и используют платформу для планирования и прогнозирования. Ваш контент может оказаться именно тем, что им нужно. Заинтересуйте их раньше конкурентов, и предложите решение, которое им нужно.
Сейчас наилучшее время для рекламы на Pinterest